Communities without reciprocity don't last
In most digital communities, none of this is the case. Everyone is welcome to join, and there's absolutely nothing required. As long as you're friendly and positive. You receive a newsletter, you're on the mailing list for early bird tickets, you share your enthusiasm on social media, you give Facebook thumbs-ups. Nothing else is required. According to Bauman, this is why the foundation of the community is missing: there's no reciprocity of rights and obligations, only a vague kind of conviviality. These communities don't last; they fizzle out as soon as the owner stops handing out gifts.
Anyone who wants to build a truly rich community around their brand or a specific theme should therefore carefully consider the "obligations" that come with membership. Such an obligation can be interpreted broadly. It's quite possible that you only require one thing from members: that they be completely honest and open, and that they respond to each other with love and respect. Honest and open about appearance, eating habits, sexual preference, fears, aches and pains, and joys. Here, "true sincerity" is the true passport to the community. Such requirements certainly benefit the quality and sustainability of your community.
And furthermore, it's important to have that community meet regularly so people can meet face-to-face. Nothing beats a shared experience in the real world, with real people, to strengthen the bond with your target audience. And don't forget that these gatherings are primarily about connecting with members: they come primarily for each other!
Example: Koevoet's dads
A little example to conclude: a few months ago, I was invited by my son telegram data Max's student club in Delft. His club, for some reason called "Koevoet" (Cowfoot), had organized a special day for all the fathers of its twenty-odd male members. We had to show up at a Delft student house around noon, with one clear requirement: we had to appear neatly dressed in suits, but no ties. We weren't asked anything else. Upon arrival, the other club members, also dressed in suits, gave us all a Koevoet tie.
The afternoon passed with food and drinks at a long, cozy dining table in a centuries-old library in the student lounge. This was followed by a series of personal, funny, and moving speeches from the fathers to their adult sons. Afterward, over forty of us, all in suits and ties, boarded a party bus to a secret destination. It turned out to be a Dutch national football match at De Kuip stadium, where, now equipped
A good three hours, five goals, and just as many beer showers later, we were back at the student lounge and finished the day with croquette sandwiches and beer. I saw forty happy guys, fathers and sons, who'd had a fantastic day together. See, that's how you build a community.