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
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.
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]
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:
-
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."
-
Access
- Definition: Provide exclusive content or experiences not available on public platforms.
- Examples: Templates, hot seats, early access to products, voice notes.
-
Rituals
- Definition: Establish recurring touchpoints that promote habit and engagement.
- Examples:
- Monday Polls
- Wednesday or Friday Q&As
-
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]
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]
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]
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]
Action Challenge and Resources
To ensure listeners take immediate action, Michelle presents a 48-hour challenge alongside valuable resources.
48-Hour Action Challenge:
- Draft Your Community Promise: Clearly articulate the transformation your community offers.
- Invite Founding Members: Send a voice note, DM, or email to your top five ideal members.
- 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]
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]
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.
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.