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Planable is the best client-facing social media tool we've ever used and we've used a lot.
We fixate on views, likes, shares, and comment counts. We obsess over the flashy metrics that glitter on our dashboards. But behind every heart and thumbs-up lies something far less superficial: a human feeling. People don’t engage with your content just because the...
Jul 3, 2025
Community management in 2025 is a balancing act. Build connections, spark conversations, answer real time, be helpful, offer support. Oh and keep up with the emoji lexicon.
You know the drill. But even the best community pros run into challenges: hate, cryptic questions, Gen Z judgment, and the fine line between witty and mean replies.
So what’s next? Five talks, five minutes each, six experts breaking down their best insights on building, managing, and growing engaged communities.
Sophie Miller – From followers to advocates: How to turn casual engagement into a loyal community
Nicole Mezzasalma – Community management on LinkedIn: What works, what doesn’t
Luan Wise – The psychology of belonging: How to create deeper connections with your audience
Bea Goddard – Turning comments into content: How your community can shape your strategy
Melanie Barfield & Ben McKinney – Shorten the gap: Three quick copywriting tips to build rapport fast
Host: Miruna Dragomir | CMO @ Planable
1. Belonging and safety are the foundation of community
Luan Wise explained that successful communities meet basic human psychological needs: belonging, identity, and safety. Trust, not flashy content, drives real engagement. Practical tactics like personalized welcomes and low-barrier prompts (“share your win of the week”) help nurture a feeling of connection from the very first interaction.
2. Followers don’t build your brand, advocates do
Sophie Miller emphasized that community isn’t just a buzzword, it’s the engine behind real brand growth. Brands must guide followers through a structured journey: discovery, engagement, and retention. A standout point: reliability beats consistency. Showing up with high-quality, relatable content even twice a week builds deeper loyalty than posting daily without meaning.
3. Comments are your untapped growth engine
Bea from City Press highlighted how social media comments are no longer just noise, they’re search engines, trend indicators, and free focus groups. 77% of users read comments before the content ends. Brands that actively mine, engage with, and even turn comments into content (like posts and FAQs) can unlock new levels of visibility and authenticity.
4. Linkedin favors real engagement, not automation
Nicole from Battenhall revealed that LinkedIn’s algorithm now rewards not just posts, but meaningful comments. Brands and individuals who use thoughtful, human responses — instead of AI-generated fluff — will see significantly higher reach. She shared that a single genuine comment can sometimes outperform an entire post in visibility.
5. Your voice is your community’s handshake
Mel Barfield and Ben McKinnie from Copy or Die stressed the power of having a distinct, clear brand voice. A consistent tone across all touchpoints — from social posts to DMs — builds immediate familiarity and trust. Their key reminder: don’t waffle. Short, direct communication paired with low-pressure conversation starters can make your community feel more human and inviting.
Ready to dive deeper?
Leave your email below to get access to the full recording, packed with: tactical examples, advanced strategies, and insider tips for building thriving communities in 2025 and beyond.
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