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Cultivating an Online Community for Your Brand


Lauren Perkins
CEO, Perks Consulting

Questions? Read our FAQs

About This Class

Social media has been able to break down communication walls and give everyone a digital voice, but what really drives an online community? This class will take you through the planning and strategy process needed to architect and grow your own online community.


  • Introduction 1:47
  • What is community? 1:09
  • Community management 1:49
  • Community objectives 6:38
  • Understanding your audience 5:51
  • Where to host your community 3:17
  • Segmenting content 6:18
  • Engaging your community 2:08
  • Content management 4:27
  • Audience management 4:08
  • Q: What are good entertainment examples? 2:17
  • Q: How did Tumblr get such a strong fashion following? 1:17
  • Q: Any advice for startups? 1:18
  • Metrics 4:59
  • Tools for measurement 2:32
  • Review 1:13
  • Q: How do you create benchmarks? 1:26
  • Q: What are the best conversation starters? 2:02
  • Q: How do you keep an online community engaged? 1:00
  • Q: What can startups learn from big brands? 1:33
  • Q: How do you acquire users from Facebook? 2:18


  • Define an authentic brand voice and image within a community
  • Implement content planning, selection, segmentation, and distribution
  • Describe the roles and responsibilities of community managers and brand ambassadors

About the Instructor(s)


Lauren Perkins
Perks Consulting

Lauren Perkins is a Brand Marketer, Community Builder, and Author of The Community Manager’s Playbook: How to Build Brand Awareness and Customer Engagement (Apress, 2015). As the founder & CEO of Perks Consulting, a brand-led digital innovation consultancy, Lauren has spent a decade teaching growth stage companies to “Think like Brand. Act like a Startup.™” through her expertise in leading brand innovation and digital adoption. Lauren regularly contributes to CMX, Inc. and Forbes, and is a founding instructor at General Assembly teaching digital insights, brand strategy, community management and agile marketing.

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