Fair point. As the author, I was explicitly looking at it in the context of technology or technology companies building communities around them. I was working in developer relations at that time, so building a community of practitioners around our software was a priority for me.
I didn't mean "community" in the general sense, though I have thoughts on how to build that too:
* show up
* be kind
* try to meet people where they are at, but have minimum engagement standards
* follow up and meet regularly
* leverage existing groups and communities (organizations like Rotary or friend groups) where possible
Agreed. We may need to start moving the language a little to capture things more accurately. In terms of technology, community is more akin to 'captive audience'.