Workweek's communities are designed to replace dying trade associations. By making them free to join but requiring an extensive application, they create a unique model of accessible exclusivity. This captures rich user data for their ad platform and fosters highly engaged, vertical-specific networks.

Instead of centralizing all content on one brand account, ClickUp creates an ecosystem of pages like "ClickUp Comedy" and "ClickUp Memes." These niche accounts build their own dedicated audiences and can grow faster than the main brand page, creating multiple entry points into the ClickUp universe.

To avoid being a community "ghost town," Workweek builds daily habits by solving multiple user problems. They integrate tools for content creation, event hosting, and networking into their platform. By becoming the central hub for a professional's needs, they create reasons for users to return multiple times a day.

The most powerful form of community isn't a walled-off Slack group. It's about becoming the 'host of the party' for a specific audience's shared interests. Companies like HubSpot built a community around 'inbound marketing' by owning the conversation, long before they had private user groups.

Companies with multiple product lines targeting similar demographics should consolidate them under a single social media presence. This approach broadens content variety, prevents audiences from being siloed, and makes it easier for customers to discover and purchase from the entire product catalog.

Don't limit your definition of "community" to a Facebook group or Substack. Treat everyone who interacts with your content—on email, social media, or in person—as part of the community. This "community-first" mindset shifts communication to be more personal across all channels.

By launching its community under a separate brand ("Extraordinary Ability Club"), Manifest created a space focused purely on user value, not company promotion. This builds trust and encourages authentic engagement, as members don't feel like they're in a sales funnel, leading to higher-quality GTM outcomes.

To manage multiple brands in the same category (e.g., Bali, Maidenform, Hanes), the company defines distinct "swim lanes." Each brand gets a unique positioning statement, target audience, and job-to-be-done, ensuring marketing efforts are differentiated and don't cannibalize each other.

Instead of fighting over limited slots on a main brand channel, create numerous niche social media handles for specific products or audiences. This 'P&H' model decentralizes content, reduces internal debate, and enables hyper-relevant messaging.