Business and community evolution

Thanks to Fili for calling out Chris' post discussing Oracle's "Social CRM."  This has been on my mind a lot lately -- rationalizing the role of community in the business world.

In many ways, I've been trying to balance this very thing from all my time working with communities in a business environment.  While I still think that these are not mutually exclusive, I am coming to realize that we all need to be crisp about what we mean when we say community due to the buzz nature of the term.

Working with communities (as an end to itself) seems to be quite different than working towards a given business goal that involves community.  While the latter may sound somewhat opportunistic, is it?  Is it different than the "double bottom line" or social enterprises we see sprouting up?  Personally, I don't think it's very different at all.  Instead, I think the challenge for all of us in these spaces is to to figure out how to best adapt to tackle the big problems and really change the world.