Podcast Summary: Social Media Decoded
Episode: Why 2026 Is the Year of Building Community (Not Just Content)
Host: Michelle Thames
Release Date: December 11, 2025
Episode Overview
In this episode, Michelle Thames makes a compelling case for why 2026 marks a pivotal shift in social media and digital marketing: from a focus on content creation to intentional community building. Drawing from years of hands-on experience and personal transformation stories, Michelle breaks down the critical mindset and actionable steps entrepreneurs, creators, and brands need to embrace to thrive in this new era—where relationships, referrals, and shared values are the new currency for sustainable business growth.
Key Discussion Points & Insights
1. The Problem with Content Culture
(01:12 – 03:16)
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Michelle criticizes the current "content culture," which pressures creators to post excessively and chase trends for the algorithm, leading to burnout and stagnation.
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Notable Quote:
“We have been taught to chase content volume, not connection... And what did that get most people? Burnout, confusion, a thousand saved audios, and zero clarity on why their content doesn’t convert.”
- Michelle Thames [01:47]
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The root issue: People want meaningful connection, not just a constant stream of information.
2. The 2026 Visibility Shift
(03:17 – 04:05)
- Social algorithms are emphasizing relationship signals—quality of engagement over quantity.
- Buyers are now motivated by shared values over advertisements.
- Community is positioned as the new visibility engine:
- Metrics of success shift from “followers gained” to “relationships nurtured, referrals made, buyers retained.”
- Notable Quote:
“Content gets attention, community gets retention. Content creates awareness, community creates revenue. Content attracts followers, community creates buyers.”
- Michelle Thames [01:26]
- Trust and referrals are outpacing virality.
3. Defining Real Community
(04:06 – 04:48)
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Michelle dismantles common misconceptions:
- Community is not just an inactive Facebook group or a Slack channel with no engagement.
- True community involves:
- Shared values, language, belief system, and momentum.
- A sense of safety, belonging, and support.
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Notable Quote:
“Community is shared values, shared language... A space where people feel seen, safe and supported.”
- Michelle Thames [04:19]
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Community is described as a “retention engine,” “referral engine,” “feedback engine,” and “sales engine.”
4. Michelle’s Personal Community Wins
(04:49 – 05:32)
- All major business breakthroughs stemmed from community:
- Rebuilding after job loss in 2016
- Growing her podcast and selling out live events
- Receiving speaking invitations and building her reputation
- Community efforts are the “compound effect” behind her success.
- Notable Quote:
“When you focus on community, everything else compounds.”
- Michelle Thames [05:25]
5. The Elevated Retreats as a Community Example
(05:33 – 05:52)
- Michelle describes her “Elevated Retreats with Michelle 2026” as live community experiences directly resulting in collaborative business breakthroughs and momentum.
6. Action Steps: What To Do Before 2026
(05:53 – 07:55)
Michelle shares a five-part actionable framework:
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Choose Your Community Container:
- Pick one central space for your audience—could be a DM list, email list, membership program, or regular live calls.
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Create Shared Language:
- People bond over unique words and phrases. Michelle uses “visibility,” “community led marketing,” “multi passionate,” “storytelling,” and “CEO energy” as her own examples.
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Build Your Digital Home:
- Having a branded digital presence (beyond just Instagram) is essential for 2026.
- Michelle is hosting a ShinePages webinar to help listeners set this up.
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Shift from Posting to Leading:
- Stop thinking like a traditional creator; start thinking as a “community architect.”
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Start Your Events Page:
- Open up real virtual or in-person gathering spaces (events, networking, workshops, retreats).
- Notable Quote:
“Shift from posting to leading. Stop thinking like a creator. Start thinking like a community architect.”
- Michelle Thames [06:52]
7. Upcoming Opportunities & Community Plugs
(07:13 – 07:55)
- Michelle offers invitations to upcoming events:
- 2026 Oakbrook, IL Retreat – intensive in-person planning and community-building.
- She Connects – online networking event for women in business (December 18, 12:00 CST).
- ShinePages Webinar with founder Robin—focused on digital home for business.
Notable Quotes
-
“Content gets attention, community gets retention. Content creates awareness, community creates revenue. Content attracts followers, community creates buyers.”
— Michelle Thames [01:26] -
“We have been taught to chase content volume, not connection... And what did that get most people? Burnout, confusion, a thousand saved audios, and zero clarity on why their content doesn’t convert.”
— Michelle Thames [01:47] -
“Algorithms are prioritizing relationship signals over reach, meaning engagement quality is way better than engagement quantity. Buyers are choosing brands based on shared values, not ads.”
— Michelle Thames [03:32] -
“Community is shared values, shared language, shared belief system, shared momentum, shared goals. A space where people feel seen, safe and supported.”
— Michelle Thames [04:19] -
“When you focus on community, everything else compounds.”
— Michelle Thames [05:25] -
“Shift from posting to leading. Stop thinking like a creator. Start thinking like a community architect.”
— Michelle Thames [06:52]
Key Timestamps
- [01:12] – Episode opens with Michelle outlining the shift to community for 2026
- [01:47] – Breakdown of content culture issues and burnout
- [03:17] – The new priority: relationships over reach, trust over ads
- [04:19] – True definition of community
- [05:25] – Michelle’s business story & community as a growth engine
- [05:53] – Five essential steps to build community before 2026
- [07:13] – Invitation to events and resources
Tone
Michelle’s tone is inspirational, energetic, clear, and instructional—aimed at motivating listeners to take real steps toward building deeper, more profitable relationships in their business ecosystems.
Conclusion
“2026 isn’t the year of content. It’s the year of community, and everyone who understands that will win.”
Michelle’s message is clear: if you want to be an industry leader next year, shift your mindset and strategy toward nurturing authentic community at the heart of everything you do.
For more details on Michelle’s events or to join her community, visit michellethames.com/events, and tune into future Social Media Decoded episodes for more actionable insights.