There is an unfortunate misconception around the role of social content in community management. Community management is just creating social content, right? That is, posting animated GIFs, memes, and weird internet in-jokes to the social media channels, correct?
Throwing social content out into the void will not build a community. While that joke you posted on Twitter might be hilarious, it’s all for naught if it fails to resonate with your audience. It’s not the silly GIF that really matters at the end of the day, it’s the response it elicits from your community. Building great communities requires the active engagement from your audience.
Your social content is the catalyst.