Taking community engagement seriously: How to find good ideas and make them stick

"Community engagement" is increasingly on the lips of marketers. The phrase was mentioned more than 5,400 times in international newspapers and government and corporate press releases. Compare that to 1998 through 2000 when "community engagement" came up 111 times. What's behind the new fashion in community engagement (a.k.a. "stakeholder engagement"), and does it work?