Todd Nilson: Building Community That Actually Works (Online, Offline, and In Between)

Humans need connection—not as a luxury, but as a foundation for thriving. Yet, in our hyper-connected world, loneliness persists. On this episode of On the Brink, I sat down with Todd Nilson, a community strategist with 25 years of experience in digital transformation and marketing for brands like Activision, Facebook, and SAP, to unpack what real community means and how to build it with intention.

Who is Todd Nilson?

Todd’s journey began in journalism, driven by an authentic curiosity about people and their stories. That passion evolved into a commitment to “building a bigger family”—creating spaces where trust and belonging are central. He’s clear: community isn’t a “soft” strategy; it’s essential for individual and organizational wellbeing.

We explored the difference between networks and communities. Social platforms may connect thousands, but true communities are intimate, purposeful, and safe. As Todd put it, a network is like a busy freeway—you can make friends, but it’s not where you belong. Real communities are built in “cozy warrens”: discussion forums, private groups, and member spaces that foster trust and meaningful exchange.

The technology for online communities is abundant, but Todd warns: tools alone don’t build belonging. Trust is foundational. He outlined three layers of safety—trustworthy platforms, credible conveners, and benevolent members—enabling honest sharing and engagement. He shared the example of Truth Initiative, whose online community helps people quit smoking and vaping. There, anonymity and trust turn participation into a true “return on life.”

Watch Todd Nilson on Youtube

Understanding Community in a Time of AI

Organizations and associations often struggle to sustain engagement beyond annual events. Todd believes communities should keep people connected to their mission year-round, deepen commitment, and serve as pipelines for volunteers or future staff. However, he cautions against focusing solely on technology while neglecting the ongoing stewardship that makes communities thrive. People—not platforms—build lasting connections.

Community success is a program, not a project. You can’t just launch a platform and expect results. Todd stresses the importance of having a dedicated human facilitator—more concierge than manager—who welcomes, connects, and guides members. While AI can help with moderation, it can’t replace human warmth or judgment.

We also discussed the importance of strategic clarity: before asking for proof of ROI, organizations must define their community’s purpose. What are the desired outcomes—reduced costs, improved retention, innovation? Community design must align with both organizational goals and member needs, even when those priorities differ.

Hybrid models work best. Online and offline communities reinforce each other, extending the sense of belonging and engagement. Tools like the Sense of Community Index 2 can help organizations measure how well their community fosters connection and contribution.

Culturally, we’re faced with an “always open buffet” of groups, but meaningful community requires intentional participation, not just passive consumption. We must choose where to invest our attention, seeking out spaces that truly feed us personally and professionally.

Big Ideas for Fast-Changing Times

Todd left us with two takeaways: First, plan for purpose—define who your community is for, why it exists, and the unique value it offers. Second, embrace emergent design—start small, let the community evolve, and focus on trust and gradual growth rather than a massive launch.

Ultimately, community is a driver of wellbeing—crucial not only at work but also in life’s transitions, such as retirement. Whether you’re building community for your organization or your next chapter, remember: networks aren’t belonging, and community doesn’t happen by accident. Purpose, trust, and stewardship make it real. Thanks for tuning in, and thank you to Todd Nelson for sharing such valuable insights.

Want to keep the conversation going? Learn more about Todd Nelson’s work in community strategy, and let us know what community means to you.

From Observation to Innovation,
Andi Simon, PhD

CEO | Corporate Anthropologist |  Award-winning Author
Simonassociates.net
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