Horizontal and Vertical Communties
Communities take many different forms, but most can be classified as horizontal or vertical.
A vertical community is driven by aspiration, a mix of wish and ambition. There is a desire to emulate and embrace what the best of the community represent.
Vertical communities rely on celebrities at the top of the scale. Sometimes these are celebrities in the pop culture sense, but every community has a form of celebrity, the people who attract the lion’s share of interest. They are the reason most try a service and why they return.
Celebrities define success for the community and motivate those who aspire to achieve the same status. Vertical communities often have a score of sorts and a person’s status relative to others is fluid.
The heart of horizontal communities, on the other hand, is affinity. People are drawn by a sense of belonging and commonality. There’s an...
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