Digital Community Engagement

Is your leadership's management philosophy stuck in the 1960s? Let's redefine it: Leadership by Being Engaged. The concept of "management by walking around" came from Bill Hewlett and Dave Packard (HP founders) in the 1960s, popularized by Tom Peters in 1982, and gets used today to describe what's missing in #remote work. "The expected benefit: by random sampling of events or employee discussions, managers are more likely to facilitate improvements to the morale, sense of purpose, productivity and and quality... compared to remaining in a specific office area, or the delivery of status reports." The literal concept doesn't work if your managers have people who are working in multiple locations, now the majority case. 60 to 80% of all "enterprise" company managers now have #distributed teams. 100% of Fortune 500 Execs have teams that are #distributed today, according to Atlassian (kudos Molly Sands, PhD). #RTO mandates rooted in this philosophy are trying to return to a world that no longer exists. Leaders need a both/and approach. Get employees together to jump-start #belonging, and build better #culture and #performance by being involved in the digital #collaboration tools that your teams use every day. Let's redefine a philosophy rooted in co-location into one for the #digital age. Four starting points for leaders looking to get digitally engaged: 🔸 Increase transparency. Internal transparency around clear goals and realistic progress against them drives focus on outcomes, and builds trust. 🔸 Get engaged in the work. Execs need to stop saying "Teams/Slack etc are for the kids; you'll find me in email" and get into the tools people use every day to work through account issues, project updates, and problem solving. 🔸 Participate in digital communities. Social forums at work build belonging. That cuts across everything from an Abilities ERG to Sneakerheads. Finding community at work boosts retention; even leaders need to find that. 🔸 Get a reverse mentor. Being available and engaged digitally can feel foreign as a leader, and initially scary to a team. Find a digital native in your organization who can coach you! What's your take? Retire the phrase, or revive an important concept?

I keep hearing “community is dead” and “customer education doesn’t matter anymore.” But that’s not what I’m seeing. At a recent CXO summit, one stat jumped out at me: 47% of Chief Customer Officers now own community and education. That’s a big jump from even a year ago – and I don’t think it’s a blip. Headcount is tighter. Expectations are higher. Teams are being asked to do more with less… while still delivering a high-touch, personalized customer experience. That tension doesn’t get solved by more humans. It gets solved by better systems. And content has become one of the most foundational systems we have. But not just any content. The most effective content I see today doesn’t come from polished PDFs or generic help articles. It comes from communities and academies: – Real customers – Real questions – Real expertise – All shared at the moment someone actually needs it Layer in AI and this becomes even more interesting…we’re officially swimming in AI slop. As LLMs flood the internet with manufactured content, search and discovery engines are starting to reward human-generated, experience-based knowledge. That makes community conversations and education content MORE valuable than ever, not less. Digital Customer Success isn’t new – we’ve been talking about it for years. But what is still emerging is community and education as core pillars of that strategy, not just side projects. Customers want to learn where they want, when they want, and how they want. Async. Live. Peer-led. Structured. Messy. All of it. Reaching them is harder than ever – and authentic engagement has quietly become a real differentiator again. So no, community and academies aren’t dead. They’re just finally being taken seriously.

As a communications professional, one underutilized digital organizing tactic is the comment-to-community pipeline. Increasingly, we are using social media more as a portfolio and less as a digital third space. This means that while we're showcasing our work, we aren't necessarily engaging with our people. This is where the comment-to-community pipeline comes in. For example, if you share a post discussing the introduction of a new, harmful piece of legislation and someone replies, "OMG, this is so scary," you have a prime opportunity to build a deeper relationship and mitigate fears. Here, you can take the time to respond intentionally and personally. You can offer them a resource for dealing with the intensity of living under oppressive systems, which can also be shared with others. Now they see you not only as an institution but also as a responsive member of their community. I often think of this quote from Mariame Kaba, "Let this radicalize you rather than lead you to despair." Offer the commenter hope that there is light at the end of the tunnel by giving them the space to feel more in control, inviting them to an upcoming action, encouraging them to participate in a digital fundraiser, or sharing a resource to learn more about the subject matter. In doing so, we often funnel people into deeper commitments with the org out of a grassroots and authentic desire to be in partnership with one another. By signing up for an upcoming event, they are more than likely added to your email list, newsletter, donor portal, and/or sign up to volunteer. This also gives people a deeper feeling of ownership over the work, which translates into sustained advocacy. We should be thinking about engagement beyond just metrics for digital success and instead as entry points for building care networks.

Most schools spend 90% of their marketing budget chasing new families. Meanwhile, their best recruiters sit in the carpool line every day, completely ignored. Current parents are your secret weapon. But only if you actually engage them. Here's what most schools get wrong: They treat parent communication like a one-way announcement system. Weekly newsletters filled with dates and deadlines. Social posts about awards and achievements. That's not engagement. That's broadcasting. Real engagement creates advocates. And advocates fill your enrollment pipeline. Here's the multi-channel approach that works: Email content that adds value. Not just "don't forget picture day." Send parenting tips. Share how your curriculum connects to real-world skills. Give them conversation starters for the dinner table. Social media that showcases real moments. Stop posting staged photos of kids in uniforms. Show the messy science experiment. The heated debate in history class. The breakthrough moment in math. Parents share authentic stories, not polished PR. Events that build community. Not just fundraisers. Host parent coffee talks about relevant topics. Create volunteer opportunities that don't feel like work. Make it easy for parents to connect with each other. Feedback loops that prove you're listening. Survey parents regularly. Then actually act on what they tell you. Close the loop by showing what changed because of their input. Your current families are sitting on the most powerful marketing channel you have. Are you using it? What's one way you could better engage your current parent community this month?

If you’re building a community interested in connection, it’s worth looking at how to differentiate the experience from the one your members get on social media. Because it’s embedded in our lives and has similar features, social media can color how we define engagement metrics in private communities… ie. prioritizing likes, comments, etc. But the two are different! In communities, engagement is a measurement of whether your members are taking actions that help them along their growth journey. These actions should help them with their actual goals, not just make the community feel busy. When we define engagement in this looser, more human way, the question shifts from… “how can I get members to like and comment” to… “how can I support members in taking the actions that will help them on their journey.” Here are some ideas on how to approach private communities differently from social media: 1. Don’t define engagement by number of likes. 2. Make room for 1:1 connections. 3. Charge for membership (or build in a way to invest). 4. When there's disagreement, focus on reconciliation instead of shame. 5. Don’t be anonymous. What else?

#UnpopularOpinion: The mass exodus of DEI from mainstream platforms isn't just about policy changes – it's a wake-up call about digital sovereignty. Let's be clear: Depending on platforms that don't prioritize our voices or safety isn't a strategy. It's a vulnerability. Real talk about building authentic community in 2025: 1. Own Your Digital Home - Create spaces you control - Build email lists that can't be algorithmed away - Develop platforms that serve your community first 2. Rethink "Reach" vs. "Resonance" - 10,000 surface-level followers < 100 deeply engaged community members - Viral moments are temporary; sustained community impact is forever - Quality of connection outweighs quantity of impressions 3. Strategic Migration Points Consider platforms like: - Signal or Telegram for community building - Circle for creator communities - Mighty Networks for educational spaces - Discord for real-time engagement - Substack for thought leadership 4. The Power of Physical + Digital - Hybrid community models are resilient - Local meetups strengthen digital connections - Real-world impact amplifies online engagement Here's the truth: The next generation of community building isn't about finding a new "X" or "Meta." It's about creating spaces where our communities truly own their narrative, data, and destiny. The real question isn't where to move your community – it's why are you still building on rented land? Your community deserves a home, not just a handle. #CommunityBuilding #DigitalSovereignty #FutureOfCommunity What spaces are you creating for your community to thrive authentically in 2025?

Now more than ever, as budgets tighten and marketing teams shrink through layoffs it becomes paramount to invest in your games community. I have a phrase I use with my clients, “community first”. It isn’t just a strategy—it’s a dedication to creating real value for players, rooted in meeting core human needs. Inspired by Maslow’s Hierarchy of Needs, my team and I look at community engagement through the lens of value that meets players’ psychological and social needs, creating lasting connections beyond the game itself. Here are some key ways we’re seeing value delivered in successful game communities without having to burden the dev team for new announcements or assets: 🎥 Content that stirs emotions and excites: Healthy debate/drama, discussion that spurs speculation, and empathy for players, not only empower community members but also fosters a sense of belonging and tribalism. 💬 Genuine engagement: AMAs, dev profiles, sharing gaming moments, and direct authentic social interactions allow players to understand that we are fans too, fulfilling their social and belongingness needs by building mutual respect between players and developers. 🏆 Recognition and rewards: Leaderboards, prizes, player-driven moderation, and organized events give players opportunities for achievement and recognition, further satisfying the need for esteem and a sense of accomplishment. When marketing budgets are tight, a community-focused approach means going beyond gameplay to serve psychological needs—belonging, recognition, and growth. When communities find genuine value, they keep coming back—not because they have to, but because it’s where they feel at home. #CommunityFirst #MaslowHierarchy 

Should Startup Founders Prioritize Building an Online Community? This past week at the Uniting The Prairies in Saskatoon, you could directly see and feel the power of community in the startup ecosystem. Speaking to a room full of innovators about engaging remote groups, I shared why and how startups should prioritize building an online community of users, buyers, or members. Why Build an Online Community? 1️⃣ Sustainable Growth: As demonstrated by brands like the LEGO Group during their turnaround phase, engaging with a community can drive long-term loyalty and innovative ideas that are crucial for sustainable growth. 2️⃣ Immediate Feedback: Direct interaction with your community allows for immediate and actionable feedback, essential for iterative development. 3️⃣ Brand Advocacy: Engaged community members become brand advocates, organically increasing your reach and credibility. How Can Startups Approach This? ✅ Start with Clear Objectives: Define what you want to achieve with your community (support, feedback, advocacy). ✅ Engage on the Right Platforms: Choose platforms where your audience is already active and engaged. ✅ Foster Genuine Connections: Create opportunities for real engagement. Use tools like Slack for ongoing communication and Zoom events for deeper, face-to-face interactions (amongst many other options). ✅ Provide Value Consistently: Whether through insider information, direct support, or engaging content, ensure that being part of your community is beneficial. For any startup founder questioning the investment in community building, remember: the value lies not just in the immediate returns but in the enduring relationships and trust you build, which can pivotally support your startup’s journey. I hope my talk last week, literally pointing out these potentials (see image attached ha), helped show a path to startup success in today's digital age through vibrant, engaged online communities. I’d love to hear from you: How are you leveraging community for your startup or remote group? What challenges and successes have you encountered? #StartupCommunity #Community #TechStartups #UnitingThePrairies Co.Labs #CanadianStartUps #UP24 Prairies Economic Development Canada I Développement économique Canada pour les Prairies

🍒 Here's how we helped a healthy food brand transform their social media in 3 months by using 4 steps: When our new client approached us at The Z Link, they were struggling with: 🌀 Low engagement on their Instagram despite consistent content 🌀 Consistently getting less than 1000 views on TikTok 🌀 Minimal conversions from their social posts 🌀 Frustration with paid ads that weren’t delivering an ROI Their team was disappointed, seeing their efforts fall flat, and doubting whether social media was the right channel for their brand to be on at all. When we started working together, we focused on redefining their strategy from the start. Here are the 4 steps we took to turn things around: 🎨 Content revamp: We developed a new creative approach that showcased the brand’s appeal to audiences interested in health and wellness, while focusing a lot on founder-led storytelling that showcased the humanity behind the brand. 🤝 Community engagement: We implemented tactics to foster a genuine connection with their audience, proactively engaging with them and including them in the brand's story by purposely creating content that started conversations. 📱 Influencer partnerships: We identified micro-influencers who aligned with their brand, and started strategic short and long-term collaborations that boosted their reach and credibility. 📈 Analytics-driven adjustments: We believe in consistently analyzing what's working, experimenting and adapting, to optimize every post and campaign for maximum impact. Now, they're seeing a 60% monthly increase in engagement on Instagram, their community is growing consistently, and TikTok is getting them new customers through word of mouth thanks to creators and organic content. I'm doing this little deep dive today because I want to highlight that this could be your brand too. 👀 I’m looking for 3 more brands who want to refresh and improve their social media presence and start turning engagement into sales. DM me "social strategy" and I'll send over some details!! 💙👩🏻💻

Too often, events and congresses are treated as standalone activations, disconnected from the larger engagement ecosystem. But in reality, they should be an integral part of a broader, data-driven engagement strategy, seamlessly integrated into systems like Veeva Systems, Salesforce, and omnichannel CRMs. How, you may ask: • If an HCP asks a specific question during a congress panel, that data should trigger tailored content recommendations in the CRM, instead of a generic post-event email. • Ensure that digestible short-form key learnings from live sessions flow into on-demand content libraries, allowing non-attendees to engage later. • A Veeva-integrated chatbot could automatically send relevant whitepapers, webinars, or advisory board invites based on what an HCP engaged with at the event. • A Salesforce-powered HCP journey map could ensure that a congress attendee automatically receives digital touchpoints (e.g., follow-up emails, LinkedIn discussions, or small-group webinars) aligned with their specific interests. • A company using Veeva Vault CRM (or other CRMs) + Events Management + Salesforce Einstein AI (or Copilot) can dynamically adjust post-event outreach strategy based on how an HCP interacted with content at the congress. • Sprinklr + Salesforce CDP for social listening enables Digital Opinion Leaders (DOL) Activation by tracking and analyzing post-event conversations across various social and digital platforms. The key takeaway is that events and congresses should be fully integrated within the CRM, digital engagement, and omnichannel ecosystem—ensuring that every interaction contributes to a seamless, long-term engagement strategy rather than just a single event touchpoint. Check the full episode with Pierre Metrailler at Onomi / SpotMe on demand: https://lnkd.in/dwg7BYiu And if you want to learn more about our expertise at The Palindromic across "Next-Gen CX Strategy" and "Expert Engagement & HCP360 Enablement" - drop me a note at claude.w@thepalindromic.com