Facebook wants to build community. Ditto media. Me, too. But I fear we are all defining and measuring community too shallowly and transiently. Community is not conversation — though that is a key metric Facebook will use to measure its success. Neither is community built on content: gathering around it, paying attention to it, linking to it, or talking about it — that is how media brands are measuring engagement. Conversation and content are tools or byproducts of real community.