Photo by Kampus Production

Imagine this: you’ve got everything set up for the party of the year (maybe even the decade). Themed snacks? Check. Decorated cups? Check. Color-coordinated streamers and oversized wall art? Double check. But no matter how cool the setup is, it’s missing one crucial element: the people. 

The same principle applies when it comes to building an online community. You might have an amazing product or brand and posts that are totally on point, but if there’s no one around to interact with it? It’s just you, your content, and the echo chamber. You need to build your community. 

This can be an overwhelming endeavor. Starting from nothing is scary and it takes dedication to build anything. That being said, it makes every new follower, commenter, or post like a small victory. Let’s break down what to focus on as you get started so your audience doesn’t just show up, but sticks around. 

 

1. Before You Find Your People, Identify Your Purpose 

It is extremely important that you understand your goal for an online community before you start trying to build one. If you don’t think through what you want your online space to be, you risk losing control over the direction it grows. 

For example, if your goal is to educate and inform (like we do at NISM), your content will likely prioritize clarity, value, and consistency over quick-hit trends. Trends might be sprinkled in, but they won’t define the community. 

Communities thrive on shared values. So define what yours is about, and commit to that identity. Every post, conversation, or engagement should reinforce that core. 

 

2. Don’t Actually Start From Scratch 

Even if you’re technically starting at zero, you probably have more resources than you think. Leverage your existing network, repurpose quality content, and use tools or templates you’ve already created. 

Use platforms you are comfortable with, or if you identify that your target audience is primarily where you are not comfortable, consider hiring an expert who is. You don’t have to be present on every single platform. Communities tend to thrive on one or two platforms where they can grow organically and consistently. Focus your efforts where they count.

 

3. Make it Easy to Join and Hard to Leave (In a Good Way) 

The easier it is to join a community, the better. If possible, make it free, easy to find, and have a clear purpose for why people should join. From the very beginning, you want people to find value in the community. Share helpful content, lift up the accomplishments of community members, and spark interesting conversations. 

Your goal? Make your space one that people want to come back to and love to share with others. 

 

4. Change is Okay – Actually, It’s Encouraged 

You should be tracking what your community is responding to and adjusting accordingly. If it’s clear they don’t respond well to polls, then you should probably stop posting polls (even if in theory those are good ways to get engagement). 

You should actively be looking for feedback. Say – as in the above example – polls aren’t working. You can try a more personable approach and directly reach out to community members. Be willing to change as your community does. It’s unlikely that the wants and needs of anyone stay consistent forever. 

 

5. Moderation Without Micromanaging 

It’s important to establish boundaries in your community early on. What kind of behavior is encouraged? What is not? And what are the consequences for people who engage in that kind of behavior? Will you delete comments? Block accounts? Again, establishing this early will reduce the risk of frustration later on. 

You also want to be present without hovering. It is important to respond to comments directed at your company, and step into conversations when needed (so don’t totally sign off). At the same time, you want to give people enough space that they feel comfortable sharing. If you are helping cultivate a safe, welcoming place, people are more likely to return, and hopefully bring their friends. 

Even when they start small, online communities can make a huge impact. You never know how much a community can mean to someone, but when you find each other, let them share their positive story. 

There’s never a right time to start. Like I said, it can be very scary when you build something from scratch, but if you don’t take that initiative, you’ll never know what could have been. 

 

Ready to take your community-building skills to the next level? Explore the NISM Social Media

Strategist Certification to learn how to build connections, trust, and engagement on any platform. Your community is waiting!

 

Author Bio:

Cassandra Hultgren was an intern at the National Institute for Social Media, where she gained experience in social media strategy and began pursuing her Social Media Strategist certification. She graduated from Luther College in 2024 with a degree in Communications and French, which means she can explain a branding campaign and order croissants correctly. Now based in sunny Arizona, when she’s not crafting content or juggling hashtags, she runs a coloring book business and explores her love for all things visual communication—markers and metrics included.