Free tools like Spot.IM make it easy to build engaged, passionate communities around your products.

By building on the existing framework of forums and blog comments, you can create your own branded social media network. You’ll be able to continually engage your users, boost SEO with user generated content, and learn from user feedback.

If you take a leaf out of HubSpot’s book (and their Inbound.org network), you can even create a space renowned for industry innovation and thought-leadership – and use it to attract targeted leads to your website.