It seems to be a good question isn't it? It reminds me of one of the conference I attended while I was student in Dauphine, about tribal marketing. Bernard Cova, an imminent specialist of sociology and community marketing, was discussing about tribal marketing, as a new way to see communities. Communities are based on an emotional concept that has emerged while consuming, or by the image of a product. For example, he was talking about how Nutella had developped a strong on line community where people share their love and consumption habits of the product.
Today, I had the chance to find a very interesting blog article written by Francine Hardaway - who I did not know by the way. She posted a message on Building MultiUser Social Systems. And it is based on the same concept. The community is based on an object. For example, people from facebook share the same school, or people from myspace share the same love for music.
Therefore, communities are always based on an object that has a strong affectional aspect. And to get this emotional aspect is what can be pretty hard, depending on the industry your product is made of.
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