Stop making people up.
Stop inventing people to fit our plans for online communities. We should be making our plans to fit real people.
We typically imagine an audience that isn’t pushed for time, nor overwhelmed with marketing messages.
We imagine people that want to hear from us and want to show their support for brands.
We imagine people that are willing to spend several minutes learning new technology rather than giving up and watching YouTube clips.
These people don’t exist.
Be realistic. Your audience is probably busy, apathetic, lazy and selfish. Incorporate this into your strategy. Better, base your strategy on this. Make your community topic on a matter people are very passionate about, appeal to basic desires like the need to be recognised and feel important, keep the technology simple and don't overwhelm people with boring messages.