Every community has its own tone, its own voice, and its own way of communicating. Traditionally, gamer sites are rude and sarcastic, backpacker sites are young, liberal and well-educated, tourism sites are older and square, and drinking sites can be cheeky. In order to be most effective in every community in which you message, it is important to get a sense of the way people talk to each other, and talking that way while still maintaining your authenticity.