Digital Community Management

Artificial Intelligence is changing the way we create and share content, and as community managers, communicators, and digital professionals, we are right at the centre of that shift. Used well, AI is a powerful collaborator. It helps us create content faster, stay consistent, understand our audiences better, and deliver messages that actually connect with communities. It’s not replacing the human voice—it’s amplifying it. But here’s the reality we also have to manage: AI is increasingly being used to create and spread misinformation. Fake visuals, misleading captions, and manipulated content are circulating widely and in many cases, they are shared before anyone takes a moment to verify the source. That’s where our role becomes even more important. Community management today is not just about engagement. It’s also about responsibility, encouraging fact-checking, promoting credible information, and helping people slow down before they repost or react. AI is not the problem. How we use it in our digital spaces is what matters. As professionals, we need to lead the conversation on responsible AI use, ethical content creation, and digital trust. Because at the end of the day, strong communities are built on truth, not trends.

Building on yesterday's post about making your community easy to use and find, here are some additional thoughts: Community managers spend a lot of time strategizing around engagement — programs, content, campaigns, tactics. But the single biggest lever you may be overlooking is this: how easy is it for members to actually find, access, and participate in your community? The best content in the world is worthless if people can't find it. So before your next engagement push, audit your community's general accessibility. Here's how: 👉 Run a self-audit from a new member's perspective. Walk through the experience as if you're a brand-new customer. How would you discover the community? How would you reach it? What does account creation look like? Take notes on anything confusing, slow, or unnecessarily complicated — those are your priorities. 👉 Ask your existing members. Survey them or run a few short interviews. You'll often uncover friction points that are invisible to you because you've stopped noticing them. 👉 Watch fresh eyes navigate it. Recruit people who've never used your community and observe them going through the process without guidance. Note where they hesitate, get confused, or give up entirely. Once you're looking, here's what you'll likely find: 🛑 Low awareness. Are you marketing the community beyond a single onboarding mention? Do your product, support pages, and other resources link to it regularly? 🛑 Hard to find. Is it linked on your company website — and if so, is it in primary navigation or buried in a footer? Does it appear on your support page or social channels? 🛑 Friction-heavy authentication. SSO and security are important, but too many clicks, delayed verification emails, or failed login flows will drive people away before they ever participate. Aim for just enough friction to block bad actors, not enough to block your members. 🛑 A confusing site experience. Most people don't enter through your homepage — they land in a discussion thread and have to orient from there. Breadcrumbs and clear wayfinding need to exist throughout your site, not just at the top level. If you want to move the engagement needle, make it effortless for people to show up. Clear CTAs, intuitive navigation, and a frictionless login experience will do more for your numbers than almost any content program. Remove the barriers, and participation will follow.

I keep thinking community roles are changing faster than the titles we use for them. And I think agents are going to speed that up. A lot of the day-to-day community work still lives in the same bucket: triage, follow-up, pattern spotting, routing, summarizing, connecting one conversation to another. That work matters. But more of it is going to be shared with agents. Which means the human part of the job starts to shift. Less time spent manually scanning for what needs attention. More time spent deciding: • what should be automated • what still needs human judgment • what signals actually matter • and how all of this connects back to product, support, success, and marketing That's why I don't think the future is just "community managers using AI tools." I think the role itself changes. Something closer to a 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 𝐒𝐲𝐬𝐭𝐞𝐦𝐬 𝐌𝐚𝐧𝐚𝐠𝐞𝐫. Not someone who only runs the community day to day, but someone who designs the system around it: the workflows, the integrations, the signal layer, and the handoff between humans and agents. Maybe that won't be the final title. But I'm pretty convinced the job is moving in that direction. And the teams that understand that early will have an advantage over the ones still treating AI like a bolt-on productivity layer. What do you think? Are you seeing this shift in your own work? #CommunityManagement #AIinCommunity #FutureOfWork #Community

If you constantly have to drive engagement, what you’ve built isn’t a community... it’s an audience. We talk a lot about engagement rates, attendance numbers, click-throughs, surveys completed, yet too often the thing we call “community” is really just people showing up because we've invited them. That’s engagement. But community? • Community shows up when we’re not asking them to. • Community continues the conversation when we’ve “finished”. • Community cares collectively about each other, not just the project at hand. True community engagement is about relationships, not metrics. Engagement metrics are useful signals but they are not the destination. If every metric requires a prompt from you, you’re managing a campaign not cultivating a community. In my work with digital engagement platforms, I see this tension every day - organisations chasing activity metrics, while genuinely trying to build long-term trust. I know these metrics are important and show genuine buy-in for our work, but sometimes I ask are we even measuring the right metric. The real shift happens when we stop asking “How do we get more responses?” and start asking, “How do we design spaces people actually want to return to?”. Because when people return without being prompted, when they contribute because they care, that’s when something deeper is happening. Here’s the real litmus test: Do people contribute without being asked? If you’re experimenting with ways to move from campaign-style engagement to ongoing community dialogue, I’d love to hear what’s working (and what isn’t). #Communityengagement #digitalengagement #relationshipbuilding

70% of your community never responds. That is not their fault. I used to call them dead weight. Inactive members. People who signed up once, never showed up again. I was wrong. More than 2 years of working with communities changed how I see this. Those "inactive" people fall into three groups. Group one: they are busy. They like being part of something. They are waiting for the right moment. Or the right message. Group two: they are watching. They read everything you post. They never reply. But they form an opinion about you, your product, your community. Quietly. For months. Group three: they got lost. They said yes once. Then life happened. One personal message from a real human and most of them come back. None of these people are gone. The problem is how we reach them. A mass email every six months is not contact. It is noise. And they have learned to ignore it. What works differently: A personal message. Just one human writing to another. "Hey, we launched something. Thought of you." This costs more time. But the response rate is completely different. The biggest mistake I see: one person tries to personally message 500 people. They burn out by message 30. Because by then the messages stop feeling real. You need a team. Split the list. Have each person write to 15 or 20 people personally. Briefly. Like a real conversation. The results beat every automated campaign I have ever run. Inactive members are not dead weight. They are just quiet. Sometimes all they need is someone to remember them. Save this for the next time you are about to write off an inactive list. And tell me: what happened the last time you personally reached out to someone who had gone silent? #communitymanagement #community #volunteers

Community management is a long play. And a short one. When I started with Founded Outdoors 3+ years ago, we: 👉 just had a Facebook group that we invited people to, not a ton of parameters for entry. 👉 had to prompt conversation multiple times per week. 👉 curated virtual events that some people sometimes showed up to. 👉 had to really explain what we were trying to do. Fast forward to today, and we: 👉 have a thriving Slack community of over 500 outdoor founders. When I check in each morning, people are asking questions about the founding journey, giving advice, and sharing new resources they've come across with the group. 👉 create virtual events based on what we're hearing directly from the community members, and people really show up. Not only in attendance but in participation. 👉 require all members to apply to make sure they are a good fit for the community. We protect the value and trust of the community above everything else. 👉 have members who are constantly referring the community and recommending others apply. When people think of community, often they think that if it's not IMMEDIATELY thriving with conversation and connection, it's dead in the water. That has not been our experience with Founded Outdoors. Here are a few things we painstakingly did in order to ensure this would continue to grow into a thriving space: 👉 Created an application and made the parameters very clear. 👉 Removed folks who did not fit those parameters. 👉 Have weekly prompts that members can react to. 👉 Manually connect founders that we think would collaborate well. 👉 Directly and quickly address any behavior that goes against our guidelines. 👉 Created a requirement to attend a new member meeting within the first 3 months of membership. 👉 Make sure there are multiple channels member can engage with (Slack, newsletter, socials) so that if they don't love Slack, they can get value elsewhere. This is why I think community building is both a short and long term play. We took action on a daily and weekly basis for YEARS in order to build trust, momentum, and engagement. And we also had to be patient and understand that these short term actions would pay off eventually. So, if you're a community builder, and it sometimes feels like pulling teeth, my advice would be to stay consistent, listen to your members, and pivot when things don't work well. But please, give it the time to be a meaningful and valuable place for participants. It might just end up being some of the most rewarding work you do. ❤️

Too often, community is used to describe an audience, a following, or a customer list, while clienteling is reduced to outreach, contact management, or sales follow-up. But at their highest level, both are about something more enduring: the design of relationships. They ask how a brand becomes not only desirable, but trusted; not only seen, but felt; not only purchased from, but returned to. A transactional model asks how to sell to a person. A community-and-clienteling model asks how to build a relationship with that person that is intelligent, lasting, emotionally resonant, and mutually valuable. Great clienteling is not surveillance dressed up as service. It is discernment, memory, tone, timing, context, and care. It is the difference between a generic follow-up and a meaningful one; between an invitation and the right invitation; between a recommendation and one that reveals real listening, relevance, and taste. That is where community building and clienteling begin to overlap, clienteling aiming at knowing who the customers are, « as customer », and community management aiming at understanding who this person is « in relation to its world », and with whom this person can connect in a meaningful way, whether commercial or not. Both combine to create experiences, based on curated content. Selected people who realize that they have been seen, understood and invited to live something meaningful, together. Through this moment, they meet new people and feel happy at the discovery. We also should realise that the word « community » is also changing meaning. We used to link it to a strong cultural commonality, like sharing the same religion, but also using a mental « market breakdown » matrix to define a community, which was in fact a combination of demographics and social stereotypes. Which we still do when thinking of Gen Z as « one » behavior. Or men vs women. Or nationality. Or thinking that CEOs are a « natural community ». New communities forge around interests, not former stereotypes, across genders, age groups, nationalities and cultures. Building communities is the art of bringing at the same table people who have apparently nothing in common, but in fact, do, and realize that they can have an unforgettable conversation. To build community around a brand is to build the architecture of belonging around it. That does not mean forcing participation or manufacturing intimacy. It means creating an ecosystem in which people feel a genuine connection to a brand’s universe, values, point of view, and rhythms. It means shaping the rituals, touchpoints, invitations, conversations, experiences, and forms of recognition that transform passive customers, prospects or simply friends of that brand into active participants. The most communities are not even made « around » the brand but emerge on their own, the brand being part of it. Link to full article on Substack in comments.

RIP "Social Media Manager" (2008-2025) Gone, but not forgotten. We used to basically be digital bulletin board managers. Post content, respond to comments, maybe run a contest if we were feeling fancy. Now, we: • Build and nurture entire digital ecosystems • Architect community experiences across multiple platforms • Analyze behavioral data to predict trends before they happen • Manage AI partnerships while maintaining human authenticity • Navigate complex privacy regulations and attribution models • Create revenue-driving community strategies "Social media manager" doesn't capture any of that. New title: Strategic Community Architect The best SMMs I know aren't just managing accounts anymore. They're designing entire community experiences. Tell me I'm wrong.

Community management is a key role that requires a mix of communication, organizational, and problem-solving skills. Here are some effective tips for excelling in community management: 1. Build Strong Relationships • Engage Regularly: Actively communicate with residents or members through emails, newsletters, or official social media channels. • Be Approachable: Create an environment where people feel comfortable reaching out to you. • Show Empathy: Understand and address the concerns of the community with care and patience. 2. Communication is Key • Transparent Updates: Keep the community informed about ongoing projects, events, or changes. • Active Listening: Pay attention to feedback and concerns to build trust. 3. Stay Organized • Maintain Records: Keep accurate documentation of events, complaints, and correspondence. • Time Management: Prioritize tasks efficiently. 4. Proactive Problem Solving • Plan For Issues: Identify potential challenges and address them early. • Create Policies: Develop clear rules and guidelines for smooth community functioning. • Follow-Up: Ensure that all problems are resolved promptly and feedback is given. 5. Foster Community Engagement • Plan Events: Organize activities to bring residents together and promote a sense of belonging. • Encourage Feedback: Set up suggestion boxes, surveys, or forums for member input. • Highlight Achievements: Celebrate milestones or community successes to boost morale. 6. Budget and Financial Management • Set Clear Budgets: Work with stakeholders to allocate funds effectively for activities and events. 7. Stay Informed • Know the Rules: Understand the community’s bylaws, contracts, and legal obligations. • Stay Updated: Keep up with trends in real estate or property management for better practices. • Attend Training: Participate in workshops or courses to improve your skills. 8. Handle Challenges Professionally • Stay Calm Under Pressure: Deal with difficult situations with composure and a solution-focused mindset. • Document Everything: Keep a record of complaints, actions taken, and outcomes for accountability. • Work with Experts: Collaborate with legal, maintenance, or HR professionals when needed. 9. Monitor and Improve • Track Performance: Regularly evaluate the success of your reports and make improvements. • Set Goals: Develop clear, measurable objectives for community growth and management. 10. Develop Your Network • Collaborate: Build relationships with vendors, service providers, and stakeholders. #RelationshipBuilding #ClearCommunication #ConflictResolution #ActiveListening #StayOrganized #ProductivityTips #ProactiveManagement #ProblemSolving #CommunityRules #CommunityEngagement #EventPlanning #Feedback #BudgetManagement #Transparency #Learning #PropertyManagement #Professional_management #Performance_tracking #Goals #Improvement #Networking_tips #Collaboration #Community #Community_management #Leadership_tips #Community_growth

🧭 How to Scale: Community Edition Community is the ultimate force multiplier. It transforms customers into advocates and colleagues into friends, bringing a human element to the digital world. I know so many good people in this space - if you're new, check out Joel Primack, Heather Foeh and Mary Green 💎 Why It Matters Community is the fourth pillar of learning (alongside Academy, Knowledge, and Support). By fostering peer-to-peer connection, you move beyond product depth into organizational depth. Result: Higher adoption, deeper trust, and lower churn. 👥 How to Staff It Community isn't a single task; it’s a strategic ecosystem requiring: 1️⃣Strategists: To design the ecosystem. 2️⃣Program Managers: To run events and ambassador programs. 3️⃣Moderators: To keep the space healthy and inclusive. 4️⃣Content Leads: To spark dialogue and highlight wins. Note: This requires senior-level leadership (Head of Community or Senior Director) to balance operational discipline with emotional leadership. 📊 How to Track Success Use a Crawl, Walk, Run approach to metrics: Crawl (Activity): Participation rates, active users, and post volume. Walk (Engagement): Peer-to-peer support ratios and advocacy growth. Run (Impact): Influence on retention, product usage, and VoC insights. Authentic community is hard to fake because it’s built on trust. When it thrives, it becomes the heartbeat of your customer experience. How is your organization creating a space where customers truly belong? Let me know below! 👇 #CommunityEngagement #CustomerExperience #CXLeadership #CustomerAdvocacy #CEd