Community energy concentrates first, then expands.

Instagram. Facebook. LinkedIn. Oh my.

Your community doesn't need an omnichannel strategy. It needs a home. Think about a crowded subway car or packed flea market. Community energy doesn't spread across spaces. It concentrates in one.

Every time you add another platform, another channel, another space, you're not building community. You're bleeding energy.

Look at a successful group chat. One trip planned. One WhatsApp group. One place for everything. Split that same group across Discord for live talk, WhatsApp for updates, Instagram for photos, and Facebook for events. Suddenly it's not a community. It's chaos. Every additional platform is another reason for people, including you, to get lost.

The best communities do one thing, in one place, exceptionally well. Your job isn't to be everywhere. Your job is to pick one focus. Choose one space. Make it unmissable.

If your audience is scattered across multiple platforms, give them a reason to come together in one place for a defined period. That's the value of a pop community. You're not asking them to leave Facebook or LinkedIn forever. You're asking them to join you here for this week, this weekend, this session. It's powerful. People are willing to shift their focus for a defined time.

You're not changing their behavior permanently. You're changing their focus temporarily. Your job is to hold their attention for that period and ensure value transfers. Make sure people want to come back.

When you're tempted to add one more platform, ask: Are you adding value, or covering up gaps in your core experience? Remember: Community energy concentrates first, then expands. Community happens when people collide.

Give your people one place to bump into each other.