"Companies need to connect with their communities by creating powerful experiences. The best, most powerful brands, like Red Bull, or Zappos, are in the community-management business. If marketers are not participating in forming and leading communities and reaching them through hyper-marketing, and if the brand is not at the center of that community, there is no way it is going to be embraced."   

As the reader draws parallels vis a vis local radio's under-monetized role in so doing, the Forbes article's author uses the two paragraphs preceding the cited quote to drive home his point; based on a perspective he shares from Warren Buffet.  

Apart from all the wonderful cash that radio raises for hospitals and community food drives, et al, what are you doing to create a more profitable, continuous, self-amplifying, and self-sustaining, community-focused experience, doing so for the concurrent benefit of each market's constituents (not just your audiences), your advertisers and your stations?  

Here's the Forbes article.