In a culminating episode of the Pop-Up Social Success Series, acclaimed author and social media strategist Peg Fitzpatrick engaged in a profound discussion with community expert Kristina Bartold, dissecting the intricate dynamics of cultivating and sustaining thriving online communities for small businesses and entrepreneurs. The session, marking the grand finale of Fitzpatrick’s insightful series, underscored the burgeoning significance of genuine connection and strategic engagement in an increasingly digital marketplace.
Peg Fitzpatrick, known for her seminal work The Art of Small Business Social Media: A Blueprint for Marketing Success, highlighted the timely relevance of community building, asserting it as a pivotal strategy for 2025 and beyond. Bartold, co-founder of Social Snippet and host of the Community with Kristina Bartold podcast, echoed this sentiment, providing actionable insights derived from her extensive experience in helping businesses forge meaningful digital relationships.
The Evolving Landscape of Digital Engagement: Beyond Vanity Metrics
The core of the discussion centered on a fundamental shift in how businesses should perceive online success. Bartold emphatically stated that engagement, rather than superficial follower counts or "vanity metrics," serves as the true measure of a community’s vitality. This perspective is particularly critical in an era where digital algorithms increasingly prioritize authentic interactions, and consumers are more discerning about the brands they support.
"We are living in a society that really cares about those big numbers next to our names. We’re always trying to look bigger, cooler, greater than we are," Bartold observed. However, she emphasized that the real drivers of business growth are "superfans" – dedicated individuals who not only purchase products or services but also champion the brand enthusiastically, referring it to their networks and opening new opportunities. This phenomenon challenges the traditional focus on audience size, redirecting attention to the depth and quality of relationships.
Cultivating Authenticity: The "Main Character" Approach
For small businesses and entrepreneurs operating with limited resources, the concept of building a robust online community can appear daunting. Bartold offered a powerful, yet accessible, strategy: embracing "main character energy." This involves the business owner or brand actively showcasing their story, values, and behind-the-scenes processes.
Bartold noted a common misconception among clients: "I’m boring. No one wants to hear from me. My business is boring." She swiftly debunked this, asserting that every business possesses a unique narrative. Consumers are increasingly drawn to transparency and the human element behind a brand. Sharing personal journeys, the challenges and triumphs of growing a business, and daily operations can create a profound sense of connection. For instance, Bartold shared how showcasing the evolution of her own agency, Social Snippet, from a side hustle to a thriving enterprise with a dedicated team, fostered deep loyalty among early followers, some of whom have expressed a desire to work with her for years. This personal narrative transforms passive followers into invested community members, creating a sense of shared journey.
Strategic Engagement: Balancing Promotion with Genuine Connection
A significant pitfall identified by Bartold is the tendency for businesses to engage in "non-stop pitching." While sales are essential, a community-first approach necessitates a careful balance between promotional content, educational resources, and genuine community-building efforts.
Bartold articulated that while every piece of content subtly contributes to brand awareness, direct sales pitches should not dominate the narrative. The objective is to remain "top of mind" for potential customers, so when a need arises, their brand is the first consideration. This requires consistent value delivery that isn’t always tied to an immediate transaction. The experts highlighted that consumers today are exposed to an unprecedented volume of information, with some studies suggesting up to 26 touchpoints are needed before a purchase decision is made. This extended engagement period underscores the need for varied, valuable, and non-aggressive content.
The discussion also touched upon the detrimental effects of unsolicited direct messages (DMs) or LinkedIn pitches. Both Fitzpatrick and Bartold shared anecdotes of receiving generic, poorly researched sales messages, which often lead to immediate disengagement. Authenticity in initial interactions, demonstrating genuine interest and respect, is paramount. As Bartold put it, "people buy from people we like," harkening back to ancient times when business was built on trust and personal rapport.
The Pillars of Consistency and Personalization
Consistency emerged as a non-negotiable element for successful community building. Regular presence, whether through weekly posts, daily stories, or consistent podcast episodes, establishes a rhythm that community members come to anticipate and rely upon. This predictability fosters a sense of belonging and keeps the brand top-of-mind. However, consistency does not equate to overwhelming output. Both experts cautioned against content saturation, particularly with Instagram stories, noting that "less is often more" when it comes to maintaining audience engagement and avoiding burnout. A few high-quality, authentic stories often outperform a barrage of trivial updates.
Beyond regularity, the "personal touch" plays a crucial role in deepening connections in an increasingly digital world. Bartold championed personalized interactions such as sending voice notes to new members or including handwritten cards with product shipments. These small, thoughtful gestures create memorable experiences and reinforce the feeling that the brand values its individual customers. In a marketplace saturated with choices, such personalization can be the decisive factor in fostering lasting loyalty.
Industry Benchmarks: Lessons from Leading Brands
To illustrate the power of community, the discussion highlighted several prominent examples:
- Taylor Swift: Unanimously recognized as a master community builder, Swift’s strategies extend far beyond her musical talent. Fitzpatrick detailed Swift’s historical practice of personally engaging with fans on platforms like Tumblr, even going so far as to buy and deliver Christmas presents to them. This level of personal investment, often conducted privately, demonstrates a profound commitment to nurturing her fanbase, transforming them into fiercely loyal advocates. Her graciousness and consistent acknowledgment of her fans’ support, even in sold-out stadiums, further solidify this bond.
- Duolingo: Bartold lauded the language-learning app Duolingo for its ingenious and creative brand character, particularly on TikTok. The app’s mascot, the "Duolingo Owl," has become an online sensation, with a humanized character appearing in viral videos. This playful, character-driven approach injects excitement and personality into an educational product, inspiring user engagement and brand recognition far beyond typical marketing efforts.
- Poo-Pourri: Fitzpatrick cited Poo-Pourri as another exemplary brand, particularly for its ability to build a vibrant community around a seemingly taboo product. The brand’s humorous, smart, and creative marketing, from product labels to social media content, encourages customers to share their experiences. This demonstrates that even niche or sensitive products can cultivate strong communities through authentic and relatable storytelling.
- Sarah Blakely (Spanx): Bartold referenced Sarah Blakely, the founder of Spanx, as a prime example of personal brand loyalty. Blakely’s success with Spanx has created such strong affinity that consumers are eager to purchase her other ventures, such as shoes, simply because of their trust and admiration for her personal brand. This illustrates how a strong personal community can transcend specific product lines and foster enduring loyalty.
Measuring True Success and Debunking Myths
The consensus from both experts was unequivocal: the ultimate measure of an online community’s success is engagement, not sheer numbers. Bartold shared compelling anecdotes of clients with 50,000 followers struggling to sell a $15 product, while others with merely 500 followers achieved six-figure launches due to their highly engaged communities. Her personal experience with an emergency gallbladder surgery, which prompted hundreds of supportive DMs from her 6,000 Instagram followers, underscored the depth of connection that an engaged community can provide, even outside of direct business transactions.
This led to the debunking of a pervasive myth: that communities need to be large to be impactful. Both Fitzpatrick and Bartold emphasized that a small, highly engaged community of 100 dedicated individuals can generate more significant results than a massive, disengaged audience. The focus should always be on quality interactions and fostering genuine relationships.
Tools, Platforms, and the Future of Community
Regarding platforms, the experts advised businesses to prioritize quality over quantity. Instead of attempting to be present on every platform, businesses should strategically choose platforms where they genuinely enjoy engaging and where their target audience is most active. Bartold expressed a personal preference for LinkedIn and Instagram, while acknowledging the effectiveness of scheduling tools like Later and Hootsuite (both Canadian innovations) in maintaining consistency without burnout.
The discussion also touched upon the fluid nature of social media platforms, referencing the rise and fall of Google Plus, the strategic use of Tumblr by Taylor Swift, and the recent shifts with Instagram, Blue Sky, and Threads. This evolution reinforces the importance of foundational community-building principles that transcend specific platforms.
Long-Term Growth and Brand Loyalty: The Enduring Impact
Ultimately, building a strong online community is presented not just as a marketing tactic but as a cornerstone for long-term business growth and brand loyalty. By focusing on authentic relationships, providing consistent value, and engaging personally, businesses can create a resilient foundation that supports current endeavors and future ventures. The trust and rapport built within a community extend beyond immediate transactions, fostering a loyal base that will follow and support the brand through its evolution.
As Peg Fitzpatrick aptly summarized, "community is the biggest thing for 2025." This sentiment encapsulates the shared vision of both experts: in a world increasingly characterized by digital noise, the human element of connection and community stands as the most potent force for sustained success. Businesses are encouraged to embrace these principles, turning followers into superfans and building lasting relationships that drive impact, attract ideal clients, and boost sales for years to come.
