How to Build a Real Online Community (Even with a Small Following)

Summary

Social Media Decoded: Episode Summary Title: How to Build a Real Online Community (Even with a Small Following)
Host: Michelle Thames
Release Date: July 31, 2025

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Introduction

In the episode titled "How to Build a Real Online Community (Even with a Small Following)," Michelle Thames delves into the essential strategies for cultivating a thriving online community, regardless of the size of your current follower base. Targeted at entrepreneurs, creators, and brands, Thames provides actionable frameworks and real-world examples to transform a modest audience into a dedicated and profitable community.

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Why Community Beats Audience in 2025

Michelle begins by emphasizing the evolving landscape of social media and marketing. With algorithm changes, increasing advertising costs, and shrinking attention spans, traditional audience-building methods are becoming less effective.

Key Points:

• Community Ownership: Unlike followers influenced by algorithms, communities are owned assets. When members join a private group—be it on Slack, Circle, Patreon, or another platform—they are part of a space you control.
• Engagement Metrics: Data indicates that brands with active communities enjoy two to five times higher customer lifetime value. Additionally, members who engage weekly are nine times more likely to purchase future offerings.
• Micro Communities Advantage: Smaller groups (under 300 members) see higher interaction rates compared to large groups, highlighting the power of focused and intentional community design.

Notable Quote:

"Community is the one asset that you own... It's no longer a one-way stage. It's a living, breathing entity." – Michelle Thames [02:30]

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The C.A.R.E Framework

To effectively build and sustain an online community, Michelle introduces her proprietary C.A.R.E Framework, a structured approach to community development.

Components of the C.A.R.E Framework:

1. Clarity

   • Definition: Clearly define the transformation your community offers.
   • Prompt: "By the end of the 90 days, members will [XYZ]."
   • Example: "Feel strong in 30 days for busy moms."

2. Access

   • Definition: Provide exclusive content or experiences not available on public platforms.
   • Examples: Templates, hot seats, early access to products, voice notes.

3. Rituals

   • Definition: Establish recurring touchpoints that promote habit and engagement.
   • Examples:
     • Monday Polls
     • Wednesday or Friday Q&As

4. Elevation

   • Definition: Celebrate and acknowledge member achievements publicly to foster a sense of belonging.
   • Example: "Celebrate member wins publicly so they feel seen."

Notable Quote:

"C, A, R, E – Clarity, Access, Rituals, and Elevation. Audit every community idea through that lens." – Michelle Thames [03:15]

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Mini Case Study: Alicia the Fitness Coach

Michelle shares a compelling case study to illustrate the effectiveness of her strategies.

Alicia's Journey:

• Starting Point:
  • 172 Instagram followers
  • Zero email list
• Strategy Implemented:
  • Clarified Promise: "Feel strong in 30 days for busy moms."
  • Community Launch: Created a private WhatsApp thread.
  • Established Rituals:
    • Daily 9 AM Sweat Check-ins
    • Friday Flex Photos
• Results:
  • Week 1: 14 members from Instagram stories.
  • Week 4: 67 members with 87% daily participation.
  • Month 2: Sold a $97 workout plan to 46 members, generating $4,462 in revenue.

Insight: Even with a small initial following, focused and intentional community-building can lead to significant growth and profitability.

Notable Quote:

"Alicia turned a 172-follower account into a $4,462 revenue stream in two months by focusing on a small, engaged community." – Michelle Thames [04:50]

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Four-Step Launch Blueprint

Michelle outlines a step-by-step blueprint to launch a successful online community within four days.

Step 1: Define Your Name and Promise (Day 1)

• Action: Craft a compelling community name and a clear promise statement.
• Focus: One-sentence win members will achieve.

Step 2: Invite Your Founding Five (Days 2-3)

• Action: Personally reach out to five ideal members via DM or email.
• Script Example:

  "Hey, I'm opening a tiny private group to [your promise]. I would love for you to join as a founding member. Zero cost, just feedback. Are you interested?"

• Benefit: Founders provide momentum and testimonials.

Step 3: Soft Launch on Stories (Day 4)

• Action: Use Instagram Stories polls or question stickers to gauge interest.
• Example: "Want in on my new community?"
• Outcome: Identifies warm leads who can be directly invited.

Step 4: Ritual Kickoff (Day 7)

• Action: Host the first live session or post the initial ritual activity.
• Tip: Keep it under 15 minutes, actionable, and interactive.
• Social Proof: Screenshot participant confirmations and share (with permission) to build FOMO.

Notable Quote:

"By day seven, you should be hosting your first live session to set the tone and engage your community." – Michelle Thames [05:45]

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Common Mistakes in Community Building

Michelle addresses frequent pitfalls that can derail community efforts.

1. Over-Automation

• Issue: Relying too heavily on automated messages can make the community feel impersonal.
• Solution: Use personal voice notes and actively participate in conversations.
• Quote:

  "Voice notes are better than canned bot replies. Be present." – Michelle Thames [07:00]

2. Content Overload

• Issue: Posting too much content can stifle conversation.
• Solution: Balance content sharing with facilitating discussions by asking questions and encouraging member responses.

3. Ignoring Lurkers

• Issue: A significant portion (60-80%) of members may engage silently.
• Solution: Actively engage lurkers by using low-barrier polls or emoji reactions to encourage participation.
• Example: Use polls or ask members to drop an eye emoji to signify their presence.

Notable Quote:

"Post a question and then listen to your members. Ignoring the lurkers is a big mistake." – Michelle Thames [08:15]

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Action Challenge and Resources

To ensure listeners take immediate action, Michelle presents a 48-hour challenge alongside valuable resources.

48-Hour Action Challenge:

1. Draft Your Community Promise: Clearly articulate the transformation your community offers.
2. Invite Founding Members: Send a voice note, DM, or email to your top five ideal members.
3. Sketch Out Weekly Rituals: Plan recurring activities that encourage engagement.

Incentive: Participants who complete the challenge and share screenshots can be featured in an upcoming episode.

Additional Resources:

• Free Community Kickstart Checklist: A plug-and-play PDF summarizing the framework with swipe copy for inviting founding members.
• Free On-Demand Community Building Masterclass: Accessible via DM on Instagram by messaging the word "community" to Michelle Thames.
• Power Strategy Sessions: 90-minute personalized sessions to refine your community strategy, map out the first 30 days of content, and set revenue targets. Limited spots available.

Notable Quote:

"By tomorrow night, draft your community promise, invite your founding five, and sketch out your weekly ritual." – Michelle Thames [08:50]

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Conclusion

Michelle Thames wraps up the episode by reiterating the transformative power of building a small, engaged community. She encourages listeners to implement the C.A.R.E Framework, follow the four-step launch blueprint, and avoid common mistakes to foster a space where members feel valued and motivated to engage. With the right strategies, even a modest following can evolve into a vibrant and profitable community.

Final Quote:

"Small numbers can change big lives, including yours." – Michelle Thames [09:30]

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Additional Notes

• Accessing Resources: All mentioned resources, including the Community Kickstart Checklist and links to power sessions, are available in the show notes.
• Engagement Encouraged: Listener participation through social media engagement and following the action challenge is highly encouraged to maximize learning and implementation.

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By following Michelle Thames' comprehensive strategies, listeners are well-equipped to build and nurture a real online community that drives engagement, loyalty, and revenue, regardless of their starting point.

Transcript

[A]

On WhatsApp, no one can see or hear your personal messages. Whether it's a voice call message or sending a password to WhatsApp, it's all just this. So whether you're sharing the streaming password in the family chat or trading those late night voice messages that could basically become a podcast, your personal messages stay between you, your friends and your family. No one else, not even us. WhatsApp message privately For 140 years, MultiCare has been in Washington prioritizing long term solutions, partnering with local communities and expanding access to care. Together, we're building a healthier future. Learn more@ multicare.org you do not need.

[B]

10,000 followers to launch a thriving community. You need three things. A clear purpose, a two way conversation, and the courage to invite people in before you feel ready. Let's build that today. Hey and welcome back to Social Media Decoded. I'm Michelle Thames, digital strategist, podcast host and lifelong community lover. Today we're diving deep into how to build a real online community. Even if your current follower account feels tiny, I am handing you the exact framework I use with clients to turn a hundred curious followers into a paid, engaged ride or die search Circle of Super Fans Stick around because by the end of this episode you are going to have a crystal clear purpose statement for your community. A four step launch blueprint. You can start tonight. And my favorite first five members activation play. And if you want me to map all of this out specifically to your business, go ahead and grab a power session with me. It is 90 minutes custom plan, 0 fluff. The link is in the show notes along with a free free community Kickstart checklist that you can download right now. All right, you ready? Let's build your people. Let's talk about why community beats audience in 2025. Algorithm shifts, ads get pricier, attention spans shrink. Community is the one asset that you own when someone steps into your private group, your slack, your circle, Patreon, broadcast channel, whatever. It's no longer a one way stage. It's a living. Data backs this up. Brands with active communities see two to five times higher customer lifetime value. Members who engage weekly are nine times more likely to buy future offers. And micro communities with less than 300 members have higher posting and reply rates than mega groups. The translation of all of this small is powerful if you design it intentionally. Yes, intentionally. Let's talk about my care framework. Okay? The C A R E framework. This is the simple formula I give every power strategy session client. The C stands for clarity. What exact transformation unites members. Here's a prompt. By the end of the 90 days inside members will XYZ the A stands for access. Give them something that they can't get on your public feed. Templates hot seats early drops Voice notes the R is rituals Reoccurring touch points that create habit. Example Monday poll Wednesday or Friday. Q and A and E is the elevation Celebrate member wins Publicly people stay where they feel seen. Write this down C, A R E and audit every community idea through that lens. And if you love this framework, go ahead and tag me on Instagram. Michelle lthamesh and at the social media decoded pod so that I know that you are putting this into implementation. Okay, we're going to implement these things.

[A]

Our state has changed a lot in the last 140 years. We know because Multicare has been here guided by a single purpose. Making our communities healthier. That comes from making courageous decisions, partnering with local communities to grow programs and services, and expanding healthcare access to those who need it most. Together, we're building a healthier future. Learn [e-mail].

[B]

Now let's talk about a mini case study. Alicia, who was a fitness coach, had 172 Instagram followers and a zero email list. We clarified her promise. Feel strong in 30 days for busy moms. We launched a private WhatsApp thread and set up two rituals. A 9am sweat check in and a Friday flex photo. For the first week, 14 members, all of them from her stories. The fourth week she had 67 members, 87% daily participation and in month two she sold a $97 workout plan to 46 members which was $4,462 revenue off a list that she didn't have two months prior. Small, focused, profitable community. Now let's set up your four step launch blueprint. The first thing is your name and your promise. This is what you're going to do on day one. Remote writers room quietly crushing it. Coders side hustle Saturdays Write the one sentence win members will achieve. Number two is the founding five Invite this is day two and three DM or email five Ideal people Personally here's a script for you. Hey, I'm opening a tiny private group to what your promise is. I love for you to join as a founding member. Zero cost, just feedback. Are you interested? Founders give momentum and testimonials. I did that with my community 100%. The third thing is to soft launch stories on day four. Use a poll or a question sticker. Want in on my new community? What your community name is? Anyone who taps they are a warm lead. Go ahead and DM the link. The fourth thing is the ritual kickoff, which is day seven. Host your first live or post your first ritual. Keep it under 15 minutes. Actionable and interactive. Maybe some emerging emoji responses and quick wins. Here's a pro tip. Screenshot every yes, DM and share with permission. Social proof fuels FOMO now. Mistakes. Yes, let's talk about the mistakes that tank communities. The first thing is over Automating people join for you. Voice notes are better than canned bot replies. In my community, I'm always there. I'm always the one sharing voice notes, videos and interacting with my community. It's important to me. Too much content and not enough conversation. Post a question and then listen to your members ignoring the lurkers. This is big. 60 to 80% of people watch silently. Go ahead and call them out with a low barrier poll or drop some eye emojis. I do this all the time in my community. Shout out to the elevate in the power community. Now here's your 48 hour action challenge. Okay, I want you to take action after listening to this episode. By tomorrow night, do this number one draft your community promise. Then do a voice note or DM email to your founding five members and then sketch out your weekly ritual tag at the social media decoded pod. That's at Social media decoded Pod. Michelle Thames. And let me cheer you on. If you do the challenge and screenshot it, I will feature you in an upcoming episode. And if you want more help with your community, I have a free, free on demand community building masterclass. Okay, that's going to help you build community without paid ads. If you want access to that, go ahead and DM me on Instagram right now at Michelle L. Thames the word community. When you DM me the word community, I'm going to send you that free masterclass. Okay? It is on demand. It's on loom. So you can ask questions too on there. If you have questions after you go through it, if you like it, you can heart it. All the things. Okay? And if you're feeling fired up but you want a custom step by step plan, go ahead and book a power strategy session with me. 90 minutes, Zoom recorded included with a strategy after we get off our call. Okay? We're going to refine your promise. Map out your first 30 days of content and set some revenue targets. Now, spots are limited. The link is in the show notes to get this power session with me. Now. Don't forget to grab that free community Kickstart checklist that's also down below in the show notes. It's a plug and play piece PDF that recaps today's framework and gives you swipe copy for those founding 5DMs. Okay, so go ahead and grab that as well. Thanks for hanging out with me. If this episode helped, share it in your stories or drop a comment on Spotify. I read every single one. Go build your people. Create those rituals. And remember, small numbers can change big lives, including yours. See you next time on the social media decoded podcast. Peace.

[A]

For 140 years, MultiCare has been in Washington prioritizing long term solutions, partnering with local communities and expanding access to care. Together, we're building a healthier future. Learn [e-mail].