Industry: Events / Professional Services / Membership Communities
The Challenge
This client runs a business community primarily for founders. Their offering centres on in-person events and peer connection, and they needed their social media presence to reflect that same energy. While they were active on social, there was inconsistency to their posting scheduling, and their content wasn’t demonstrating the vibrancy and real-time value of their events – especially to prospective members watching from the sidelines.
The Client’s Goals
- Showcase the strength of their community and spark curiosity for newcomers
- Drive more online engagement to increase event attendance and membership growth
- Encourage conversations and highlight the value of peer connection
Our Approach
We took a hands-on approach to community management by capturing event content, turning it into social-ready assets, and actively managing the comment sections.
Our strategy focused on:
- Creating content “by the community, for the community” by filming and interviewing members at events
- Publishing reels, carousels, and testimonials that brought the community to life online
- Tagging attendees and sparking conversation through comment engineering
- Managing responses and nudging discussion threads along in real time
Implementation Highlights
- Created content that gave prospective members a peek behind the curtain
- Attended events to film member soundbites and capture candid moments
- Wrote captions designed to spark discussion and invited specific members to comment
- Developed an internal process we now call “engagement engineering” – planning the first few comments before a post even goes live
The Results
Conversation rates increased across all platforms, with posts consistently generating active discussion. The client’s content started to feel less like announcements and more like genuine snapshots of their thriving community. Engagement became self-sustaining – once momentum built, members started jumping in without prompting.
Ongoing Impact / Lessons Learned
This project shaped how we talk about social media. We now spend just as much time planning and managing the conversations that flow off the back of content, as we do creating the content.
Creating a sense of belonging online starts with strategic nudges – and then letting your community take the lead.
Relevant Services
- Social Media Management
- Content Marketing
- Community Engagement Strategy
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Want your social media feeds to feel more like a community? Let’s make your social channels as vibrant as your real-world events. Talk to us about an engagement-first social media strategy.
