There's more to creating community than Twitter, Facebook, MySpace, YouTube, etc.
Participation and engagement are the easy parts. What you do with it is the challenge.
The free social media platforms can be great for teams, but they each have their limitations. Let's look at Facebook pages.
I'm not trying to say teams shouldn't have a presence on Facebook. Clearly, teams must be there, so they can reach some of the 325 million+ people there now. I'm just saying that if you care about any of the above items, you shouldn't make Facebook your home base. You should probably be thinking about taking things in-house and creating your own community website, like the Colts have done with MyColts.net.
This applies to brands outside of sports, too.
What do you think?