if you’ve seen the PLM LinkedIn challenge all over your feed this week, you’ve s
By Sophie Miller · October 17, 2026 · Curated by George's Blog
if you’ve seen the PLM LinkedIn challenge all over your feed this week, you’ve seen the thing I get asked about more than anything, which is how do you build a community 🌍 ⋆˚
it’s what we’ve always done at PLM and it’s what I was booked for most as a freelancer, and the answer I always give is that a community needs two kinds of connection.
the first is connection to you, so your voice, your point of view and showing up consistently enough that people would notice if you disappeared.
the second is connection to each other, and it’s the one most brands never build, because it’s where people stop following you and start belonging to something.
this is how we build both:
→ find your connection points beyond what you sell: people don’t stick around for the product, they stick around for the shared identity, the shared language and the shared struggles that come with it
→ build mirrors so people feel seen: the content that builds community is the stuff that makes someone say “this is so me” and send it to a friend
→ make it easy to join in: low pressure prompts, like the ones in this challenge, give people a reason to post and something to talk about with each other
→ be in your comments: a community can tell when you’re there, and it sets the tone for how everyone talks to each other (!!!)
→ teach people how to be in the space: we tell new members exactly what to do when they arrive, we have channels like Friday wins where nothing has to be valuable, and we give people permission to take up space, because throwing people in a group chat doesn’t make it a community
→ let them build it with you: our members host groups and run sessions, and the best communities are the ones people care about enough to own a piece of
this is post four of the #PLMLinkedInChallenge, which our members are doing with me over the next two weeks, and today’s prompt is the thing you get asked constantly. I’d love to hear yours in the comments !!!