Building an engaged community through social media became more than just a concept for me. Remember the early days of the pandemic? Our online worlds exploded as real-life connections became impossible. Now, even years after stay-at-home orders lifted and social distancing faded, a fundamental human desire remains; tangible, in-person connection. Online communities, when intentionally nurtured, can bridge this gap and foster thriving offline relationships. 

For several years, I managed corporate social media presences. In June 2023, after being laid off, I found inspiration in the thriving walking clubs I discovered online happening in nearby Hoboken and New York City. This motivated me to create my own social media account, Girls Who Walk Morristown, with the goal of finding walking companions in my town. What started as a personal quest quickly blossomed into a thriving local community. 

 Here’s what I learned about building an offline community through social media: 

• Be consistent – avoid “posting and ghosting”: 
  • In a study by the social media scheduling platform Buffer, they found that “highly consistent posters saw more than 5 times the engagement per post compared to those who posted sporadically.” Even posting once a week is better than posting daily for a week and then disappearing for a month.  
• Be responsive – cultivate connection and trust: 
  • Building connection and trust within your community often comes through connection whether that is by responding to messages, comments, and story replies. Also, actively seeking your community’s feedback, opinions, and ideas (via Instagram Questions or Polls) can significantly boost engagement.  
• Provide social proof – showcase your community in action: 
  • Be sure to post after your community has an event or meet-up. This will showcase how the community is thriving and create some FOMO to convince non-attendees to join next time!  
• Pick the right platform for your audience:  
  • According to Statista, as of January 2023, Instagram and Facebook were considered the most effective social media platforms for building active communities – each platform was chosen by 25% of social media marketers surveyed worldwide. Also, it is important to factor in your intended audience when choosing a platform. For example, Instagram skews younger compared to Facebook. 

Building an engaged community online takes effort, but the rewards – both for you and your members – are immeasurable. My experience has not only taught me valuable social media growth and community building strategies but, more importantly, has connected me with incredible individuals in my own backyard. Start implementing these social media strategies to cultivate genuine, thriving communities that extend far beyond the screen.