Listen before you post. Before you decide on any content, listen to your audience. Hang out in comment sections, scroll those threads. People are already out there telling you what they really care about. And social listening tools are simply awesome for spotting that.
Inour digital age, it’s easier than ever to click “connect” — but much harder to create real connection. As more of our social and professional lives move online, the challenge becomes building meaningful communities that go beyond likes, follows, and shares. What does it take to cultivate thriving digital communities where people feel seen, heard, and supported? In this interview series, we are talking to community builders, digital strategists, tech founders, social media experts, and anyone who is creating powerful, thriving online spaces, and digital communities. We want to explore how to cultivate connection and community in a click-to-connect world, and what it really takes to build digital spaces where people can truly thrive. As a part of this series I had the pleasure of interviewing Zuza Kumorek.
For several years, Zuza has worked at the intersection of content, design, and strategy, seeking authentic solutions that don’t take themselves too seriously. She manages B2B communication on a daily basis, ensuring that technology brands sound relaxed, natural and straightforward.
Thank you for making time to visit with us! Our readers would love to get to know you a bit better. Can you tell us a bit about your background and how you grew up?
Metoo, thanks for having me!
I probably don’t have the most traditional background, but in many ways, that’s been a good thing. Over the past few years, I’ve moved between content, design, and strategy. Not in a fragmented way, but in a way that’s helped me connect the dots and see the bigger picture. It’s given me a more full-stack approach to communication.
One of my favorite quotes is from Albert Einstein: “If you can’t explain it simply, you don’t understand it well enough.” So I focus on helping tech brands sound more relaxed, clear, and actually relatable — no jargon, no posturing. Just honest, thoughtful messaging that respects the audience and doesn’t take itself too seriously.
And I think a lot of that comes from how I grew up. I’m from a small city where the community just… is. You know your neighbors, people show up for one another, and connection happens without needing a formal invite. That vibe has stayed with me and definitely shaped how I approach building digital communities now: it’s less about textbook tactics and more about creating spaces that feel genuine, welcoming, and a little bit playful too.
What inspired you to get involved in building digital communities?
I’ve always been fascinated by the internet’s ability to shrink the world. What started with forums and microblogs (yes, I had a very intense Tumblr phase) turned into a real curiosity about how people connect, collaborate, and support each other online.
I saw how online communities could offer a sense of belonging that people might not find in their offline lives. And I knew that’s what I wanted to help build. Not just audiences, but ecosystems. Spaces where people show up for each other, feel seen, and actually feel like they matter.
When I got into marketing, that idea stuck with me. I realized it’s not just about selling or posting. It’s about creating spaces that feel safe, fun, and human. That’s the sweet spot.
Was there a moment when you realized the power of authentic online connection? Can you share that story?
Yes, of course. Back in 2020, I worked on a campaign for an online event that combined gaming and mental health awareness. The idea was simple: create a space where people could do something they already loved, and at the same time support a meaningful cause through donations.
And honestly, the response was amazing. People showed up, not just to watch the stream, but to get behind the message. There was this steady stream of donations, shoutouts in the chat, people tagging friends, sharing the campaign, dropping encouraging comments. You could feel the energy building: not in a “hype-y” way, but in a real, grounded one.
That’s when it really landed for me: when you meet people where they are, and keep things genuine, they respond. You don’t need to overdo it. Just make it real, give it purpose, and people will show up. Not just for the moment, but for each other.
What’s the most important lesson you’ve learned along the way that influences how you operate now?
Honestly? Listen more than you talk. Social media tends to reward the loudest voices, but communities thrive when people feel heard.
It’s easy to get caught up in planning content calendars or chasing engagement metrics, but the best insights come from paying attention to the quiet stuff — comments that get buried, repeat questions, shifts in tone. I’ve learned that your community is always telling you what it needs. You just have to be tuned in.
Also, not everything needs to go viral. Sometimes, the best work happens in DMs, in small group chats, in quiet feedback forms. Don’t overlook the depth in favor of the spotlight.
In your opinion, what defines a thriving digital community?
A thriving digital community has rhythm. It doesn’t just pulse when you post, it hums along even when you’re not in the room. People connect with each other, not just with your brand or platform.
There’s consistency, yes, but also trust, identity, and shared ownership. It’s not just your space anymore; it becomes their space too. People show up not because they feel obligated, but because they want to. They contribute ideas, ask questions, and bring their friends. That’s when you know you’ve built something sustainable.
What are some common mistakes people make when trying to build digital communities?
It’s totally normal to stumble a bit when building a digital community. But over time, you start to notice some familiar patterns. And honestly, they usually come from a good place. In the rush to grow, it’s easy to lose sight of what actually makes a community work.
One of the common ones? Chasing vanity metrics. I’ve seen brands pour tons of energy into hitting 100K followers, but when you zoom in, there’s no real connection happening. It’s like shouting into a stadium full of bots. No one’s really listening, and no one’s coming back tomorrow.
Another trap is forgetting the “social” part of social media. Some accounts start to sound more like ad billboards: super polished, super one-directional. But communities don’t grow out of monologues. They grow out of conversations. Out of messy comment threads, weird inside jokes, and honest replies that remind people there’s a real human behind the screen.
Then there’s over-branding. And I get it, you want your visuals sharp and your messaging on point. But if everything feels too curated, too slick, it can actually push people away. Communities don’t thrive on perfection. They thrive on real. The slightly messy, relatable stuff. That’s what people actually connect with.
And probably the biggest one: treating community like just another marketing channel. It’s not a side hustle. It’s the heart of your brand. It’s where trust is built, where feedback surfaces, where your audience starts to feel like something more. When you treat community as something to nurture, not just something to leverage, everything shifts.
I’m going to try a few of your tips, and I’m hopeful our readers will, too. What are your “Five strategies to cultivate a powerful, thriving digital community?’
1. Listen before you post.
Before you decide on any content, listen to your audience. Hang out in comment sections, scroll those threads. People are already out there telling you what they really care about. And social listening tools are simply awesome for spotting that.
2. Make it easy to digest.
Not every piece of content needs to be groundbreaking. Sometimes people just want to react, share, or scroll with a smile. Give them no-pressure ways to participate: polls, “this or that” type of posts, rating something from 1 to 10 with emojis.
Trust me, all these simple things work. One of my top-performing posts ever was literally just a carousel of dogs napping. That’s it. Because, even in the B2B space, people still have a sense of humor. So don’t be afraid to use it.
3. Be people’s voice, not a brand one.
Talk like a person. Use the voice you’d use in a group chat, maybe a slightly more filtered version, but still you. Show your personality. Respond to comments. Admit when things go sideways.
Also, using real, human language doesn’t just build trust with your audience, it makes your content way easier to work with LLMs. Human tone equals more context, more emotion, and better long-term usability.
4. Don’t just build for your community — build with them.
Your community members? They’re not just followers. They’re the ones shaping the vibe. Let them weigh in. Ask for feedback. Give them sneak peeks. Even a simple “which one do you like more?” makes people feel like they’re part of the process.
So give them a way to join in without overthinking it too much. When they feel like part of the story, they’ll stick around, and they’ll bring others with them.
5. Create tiny “you had to be there” moments.
The best communities don’t rely on corporate announcements. They’re built on small, recurring things only insiders get. It could be a weekly meme drop, a weird-but-consistent way of saying hi, or a running joke that lives in the comments.
One Slack community I’m part of has a ritual where everyone drops their favorite emoji to sign off on Fridays. No explanation. It just happens. And if you don’t do it, someone notices. That kind of low-effort habit makes people feel like they belong somewhere.
How important is meeting offline, in real life? What is the best way to make that happen? Can you share a story?
Meeting offline is honestly so important. Digital spaces are great for starting conversations, but real-life meetups take things to another level. There’s something powerful about being in the same room — you can exchange ideas faster, read the energy, and have those spontaneous chats that just don’t happen in a comment thread.
One example close to home, literally, is the Growth Meetup here in Wrocław, where I live. It’s such a great space for marketers, founders, and community folks to come together. It’s an awesome space for marketers, founders, and community-minded people to connect in a real, human way. The conversations are always honest, dynamic, and refreshingly unfiltered.
And the vibe? Is really relaxed and collaborative. No pressure at all. Instead, a welcoming space, curious people, and a shared reason to show up. You really don’t need a huge, flashy production to make meaningful offline connections happen.
How do you handle negativity, trolling, or disengagement in a digital space?
I always try to lead with curiosity. If someone’s frustrated or disengaged, there’s usually a reason — it’s just a matter of asking the right questions or reading between the lines. That’s where social listening really helps. Often, people don’t say things directly, but their tone, behavior, or silence can tell you a lot. It’s less about reacting and more about understanding what’s underneath.
And when engagement drops? I take a beat. Sometimes it’s a sign the content needs to shift. Other times, it’s just the season. For example, during summer, people want a break. Even in B2B, they’re looking for something lighter, more human, less demanding. So I adjust. Digital spaces work best when you meet people where they are. Not just in the algorithm, but emotionally, too.
What are some practical strategies for encouraging real interaction, beyond likes and emojis?
Ask better questions. That’s where it starts. Not just “How’s everyone doing?” but specific, low-effort prompts that invite people in: “Drop the last photo you took,” or “What’s one thing that made you smile this week?” Give people something easy to respond to, without overthinking.
Also, reply back. A lot of brands and creators forget that the comments section is a two-way street. When you respond to people genuinely, they come back. And yes, even in the B2B space people still love a cheeky comment or a lighthearted interaction.
What platforms or tools have you found most effective for cultivating meaningful digital engagement?
You can learn a lot by spending time in the right spaces, not just lurking, but really listening and jumping into conversations when it makes sense. On platforms like Reddit, people don’t hold back. They’re vocal about what they love, what drives them nuts, and what they’re completely over.
More and more smart brands are showing up there, not to promote, but to actually understand their audience and bring something helpful to the table. It’s less about monitoring from the sidelines and more about being in the room with the right energy.
To make sense of all that raw input, I personally love using social listening tools, especially ones with AI baked in. They go beyond the obvious — surfacing patterns in tone, sentiment, emotional weight. The good ones help you get to what people really mean (not just what they type) and even spot the voices that are actually shaping the space (not just the ones with the loudest metrics).
Are there certain types of content or activities that tend to spark stronger connection in online spaces?
Interactive formats like polls, open Q&As, or challenges invite people to participate instead of just passively scroll. The less polished, the better.
And sometimes? A well-timed meme that taps into a super specific pain point hits harder than any formal post. Same with real-time references to pop culture moments — when done right, they show that you’re present, not just scheduling content three weeks out. It’s all about making people feel like they’re in on something right now.
Success is often a matter of perspective. I’ve always resonated with Henry David Thoreau’s quote, “It’s not what you look at that matters, it’s what you see.” How do you see success — or define success — for yourself now?
I think success, for me, is less about numbers and more about people, and being able to stay myself through it all. If someone messages me to say that something I helped build made them feel seen, or gave them the confidence to try something new — that’s it. That’s the win.
It also means not having to hide who I am. I can be strategic and silly. I can care deeply about the work and crack a dumb meme on Slack. Being able to show up fully, quirks and all, and still be taken seriously? That feels like real success.
And it’s about balance too. Doing meaningful work, but still having space to cook dinner, go for a walk, or spend time with my people. That version of success feels lighter, and way more joyful.
We are very blessed that some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world with whom you’d like to have a private breakfast or lunch with, and why? He, she or they might just see this. :-)
That’s a good one. I would say that Maarten Bodewes and Dimitri O, the minds behind Loop earplugs, are high on my dream list.
I use Loops myself, almost daily, and I’m genuinely fascinated by how they’ve turned something so ordinary into a design-forward, resonant product with such a loyal community.
Because with this brand, it’s not just about noise reduction. It’s about mental space, sensory comfort, and feeling more in control of your environment. I’d love to hear how they approached that intersection of product design and emotional need, and how they figured out the storytelling that makes Loop feel more like a lifestyle choice than a utility.
What is the best way for our readers to further follow your work online?
You can usually sign up, where I share various marketing insights (usually served with a completely ridiculous sense of humor). It’s part real talk, part memes, part “did she really just post that?” energy. If you’re into that combo, come say hi.
Thank you for these thought provoking insights. Here’s to your continued success!
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