EDHEC Alumni UK Entrepreneurs' Breakfast
 Social Media Community Building Workshop

At our recent EDHEC Alumni UK Entrepreneurs’ Breakfast, organised by the EDHEC Alumni UK Board’s Responsible Entrepreneurship and AI Committee, marketing expert Marjo Palanee delivered invaluable insights on turning audiences into super fans and building thriving communities.

Here are the key takeaways from this inspiring workshop to help EDHEC Alumni UK entrepreneurs, intrapreneurs, and beyond elevate their community-building efforts.


Audience First, Community Next

Everything starts with your audience. But while an audience consumes content passively, a community actively engages, provides feedback, and advocates for your brand.

The goal? Create super fans—loyal advocates who amplify your message and help your business grow organically.

At the core of building a successful community is providing value:

• Educational Value: Share knowledge and insights.
• Social Value: Create spaces for connection and dialogue.
• Economic Value: Offer discounts, exclusive access, or free trials.
• Emotional Value: Share authentic stories and celebrate your community.

LinkedIn Best Practices: Breaking Through the Noise

Marjo shared tips for creating impactful LinkedIn posts included:

1. Start with a hook: Summarize your post in one compelling line to grab attention.
2. Ask a question: End with a question to spark comments and engagement.
3. Links in comments only: Avoid placing external links in your post. LinkedIn’s algorithm deprioritises posts that direct users off-platform. Instead, include links in the first comment.
4. Post consistently: Aim for at least one post per week to stay visible.
5. Use visuals: Include a photo or video in every post and don’t forget ALT text for accessibility—LinkedIn rewards inclusive content.
6. Be authentic: Show your genuine personality to build trust and connect.

 Pro Tips:

• Engage with comments: Spend 5-10 minutes daily commenting on posts from your network/influencers to foster relationships and visibility.
• Try vertical videos: Experiment with short (15 seconds to 2 minutes) high-quality videos. LinkedIn is prioritising this format for engagement.
• Leverage newsletters: Newsletters are an excellent way to nurture your community, build loyalty, and share deeper insights.
  
  
  
  

Instagram: Stories and Sends

For Instagram, Marjorie emphasized two content strategies:

• Retention: Foster your community engagement via stories
• Drive reach via InFeed (Reels, Carrousels)
  
  

She said that the Send metric (direct shares) was critical for measuring content impact.

Tip: Align your content with the platform’s essence: creativity, authenticity, and connection.

Content Framework: Hero, Hub, Help

Marjo introduced the Hero-Hub-Help content framework from YouTube Audience Growth Certification to guide your strategy on other platforms:

• Hero: Planned campaigns designed to drive awareness through paid media.
• Hub: Regular content tailored for your loyal audience to subscribe and come back.
• Help: Content related to tentpole events, designed to get your brand found.
  
  

Key Takeaway: Value and Engagement Are Everything

This breakfast session was packed with actionable insights and inspiration. It also gave us, as EDHEC Alumni UK Board ambassadors, a fresh perspective on how to better engage with and add value to our UK alumni community.

We look forward to applying these strategies to cultivate an even more dynamic and engaged Entrepreneurs' network, while strengthening the EDHEC Alumni community as a whole.

Stay tuned for our next Entrepreneurs’ Breakfast, bigger and better things are on the horizon! 🚀

What content strategy tip resonates most with you? Let us know in the comments! 😊