You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract If You Want a True Community on Social Media, You Have to Create It To Get the Customers Truly Engaged, Marketers Have to Get Past 'Likes' and Embrace People's Passions By Anthony Del Monte, Published on April 26, 2012 13 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.