Growing an audience takes work. Organic is actually the earned media of the social media world—it is worth more than automated. The best community builders run their communities themselves—even if they have a team. They maintain visibility and run the account with a personal touch—often breaking the fourth wall. This technique transfers across all verticals and is the main reason people choose their favorite influencers—the connection. The best of the best use a blend of vulnerability, charm, storytelling, and technology. There are guidelines, but no laws, so to speak. Relationship building is probably the top-of-mind aspect of community building. Social media has a direct connection with the consumer that allows that relationship—it’s an important aspect of building the community mindfully.