I suspect traditional media should forget about being the creator and operator of communities, and focus more on being an interactive participant in many existing communities. For example: Instead of creating a forum about a specific topic of expertise, seek existing forums about that topic and leave your professional input (commentary, links to your own relevant articles) there. Of course, participation should be genuine -- not superficial, overly commercial, dominating, nor inflated with a senseof self-importance. If done properly, it could benefit the media outlet.
