The power of social media lies in its ability to create strong online communities, providing us with a sense of connection and a safe virtual space. Building these communities is crucial for both brands and individuals, which is why we reached out to Shaheed Rajab for his insights on the topic.
Social media platforms play a valuable role in community building. It offers a space for individuals with shared interests to connect, exchange stories and interact with one another.
But why is this important for brands and individuals, and what role does social media truly play in community building?
media update's Saads Abrahams has spoken to Shaheed Rajab, Social Media Community Manager for Special Effects Media South Africa, about social media and its role in community building.
What makes social media such a powerful tool for community building compared to other platforms?
As a community manager, I've experienced how social media enables real-time, meaningful connections between brands and their audiences. It's the immediacy and accessibility that make it so unique.
For example, platforms like Instagram and X allow me to respond directly to comments and engage in conversations that build trust and loyalty. Hootsuite's 2023 Social Trends report highlights that 90% of users engage with brands on social media, making it an unmatched platform for creating and nurturing communities.
How important is consistency in posting to maintain an engaged social media community?
While content consistency is crucial, as a community manager, I focus more on consistently engaging with the audience. Responding promptly to comments and DMs creates a sense of reliability and builds trust.
Research reveals that 74% of consumers follow brands to stay updated, which is why I make sure engagement happens in tandem with content posting. Scheduling tools allow me to monitor content timelines and ensure that I can engage effectively once posts go live.
What type of posts — visuals, videos, polls, or text — are most effective for fostering conversations?
From my perspective, it's not just about the type of content but how you engage with it. Videos tend to spark the most initial reactions — HubSpot reports that 91% of consumers want more video content — but it's the follow-up engagement that keeps conversations going.
For instance, I use polls on Instagram Stories to initiate interaction, then respond to comments and DMs that stem from the polls to deepen the connection. Text posts also offer opportunities for thoughtful back-and-forth in comments, fostering genuine discussions.
How do user-generated content and hashtags play a role in social media communities?
User-generated content is one of my go-to strategies for building stronger connections. When someone tags the brand or uses a branded hashtag, I make it a point to engage with that content — whether it's resharing it or simply leaving a thoughtful comment.
This kind of recognition makes the community feel valued. Nielsen's study shows that 92% of consumers trust UGC more than traditional ads, which is why I actively seek out and interact with UGC to encourage others to join the conversation. Hashtags like #JustDoIt are great examples of how they unify discussions and build pride within the community.
Which social media platforms do you think are best suited for building communities, and why?
TikTok and Instagram are my top picks for building vibrant communities due to their interactive features and emphasis on engagement. TikTok's algorithm is especially good at fostering niche communities — I've seen this in action with trends like #BookTok, which creates opportunities to jump into conversations.
Instagram, with tools like Stories and DMs, helps me form more personal connections. For professional communities, I find LinkedIn invaluable, as it allows for meaningful, industry-specific interactions through comments and posts.
How do features like Stories, live videos and DMs contribute to creating personal connections within a community?
As a community manager, I use these tools to personalise interactions and make audiences feel seen. Stories are perfect for responding to poll results or answering follower questions, which adds a layer of intimacy.
Meta's research shows that 58% of users feel closer to brands through Stories, and I've seen this in the way followers engage after I interact with their responses. DMs are also a great way to build trust through one-on-one engagement — whether it's addressing questions or simply thanking someone for their feedback. Live videos take this further by allowing for real-time conversations, which strengthens the sense of connection.
How do you create a safe and inclusive space for all community members on social media?
Creating a safe space is a priority in my role. I actively monitor comments to ensure discussions remain respectful and align with the brand's guidelines. Transparency is key, so I clearly communicate these guidelines to the community.
Representation is another pillar — featuring diverse voices helps everyone feel included. Adobe's Diversity in Advertising report shows that 62% of consumers prefer inclusive brands, which is why I ensure that the communities I manage reflect that inclusivity. Tools like AI moderation also help me maintain a positive and safe environment for everyone.
How do you deal with algorithm changes that might affect a community's visibility or engagement?
Algorithm changes are part of the landscape, so I focus on adaptability. While content strategies may shift, my role remains centred on keeping the community engaged.
For example, when platforms like Instagram prioritised Reels, I ensured that comments and UGC around these videos were prioritised in my engagement efforts. Diversifying engagement tactics — from responding to polls to encouraging conversations in my engagement efforts — helps ensure the community remains active regardless of algorithm changes.
How do you balance growing a social media community while maintaining its authenticity?
For me, authenticity starts with engagement. Responding to comments thoughtfully and having genuine conversations shows the community that they're valued. Stackla's research shows that 86% of consumers prioritise authenticity when deciding which brands to support, so it's important that my interactions reflect the brand's true voice.
Growth doesn't have to mean chasing numbers; instead, I focus on deepening relationships with current members, which naturally attracts like-minded individuals to the community.
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*Image courtesy of Canva