Yea, community is relatively new phenomenon in software at least the way it is down now. Traditionally its something curated and orchestrated via sales and product managers, events,seminars, 1:1 meetings or sometimes small coherts of similar clients. There is still value in this versus newer forms of community.
With a bit more cynical view, "community advocates" and "product evangelists" are still marketing and sales people. Only that community (i.e. users) is now shaped to bear additional function of first level support on the Internet.