Community is a verb

The buzzword in digital comms right now is “community.” I see it in almost every job listing, mission statement, and campaign brief, etc., but many times, that’s where it stops. It's become a theory, not an action.

I first came across the concept of building online community as a college senior, when I had a newfound appreciation for my rural, working-class roots. For a long time, I’d distanced myself from that part of my story out of embarrassment about growing up in a double wide and the pervasive belief that queer people can’t live happily or safely in rural areas.

I began creating content around the intersection of my trans and rural identities. My photography started to gain traction on Tumblr and Instagram, and I connected with more people who shared my lived experience than I ever could have imagined. That life-changing experience is what led me into a career in digital media.

That early influence shaped how I see the power of online connection. Next generation leaders understand the weight of finding your people on social media. These spaces are where, oftentimes, people feel seen for the first time.

I recently wrote about Raquel Willis as one of my favorite examples of next generation leaders using digital platforms to build community. She began her career in comms and organizing with powerhouse organizations, and through telling her own story, she has empowered others to tell theirs, creating a movement of people rallying for gender justice.

If you’ve followed the trans rights movement in recent years, you’ve likely seen the collective she co-founded, Gender Liberation Movement. Through this collective, Raquel and a team of brilliant co-organizers have built a digital community that acts, not just watches, inspiring thousands of people to push back against dehumanizing laws via irl actions.

GLM is a master class in the marriage of storytelling and organizing. A quick scroll through their Instagram feed shows an organization deeply in touch with what resonates with next generation changemakers: punchy graphics, powerful stories, and highlights of in-person actions that make you want to show up for the next one.

That’s what real digital community looks like. It’s trust. It’s shared purpose. It’s storytelling that shows our shared humanity.

For mission driven organizations, community can’t stay a buzzword. It must be a verb. It has to live in your strategy, your storytelling, and your ability to move people to act. That’s what transforms casual online audiences into advocates for a movement.