Apply It: Sharing Information and Building Community with Social Media

  • Discover how social media can help build community and foster connection
  • Understand ethical considerations in managing online communities

LEGO’s Community Building Success Story[1]

LEGO’s diverse audience includes both children and adults. To address their different needs, LEGO’s website features a ‘kids zone’ with games and quizzes and a section for adults with discussion forums and marketplaces. This segmentation ensures both groups feel valued and engaged.

User-generated content is a key part of LEGO’s strategy. LEGO Ideas, an online platform where fans submit and vote on original LEGO set ideas, empowers fans to contribute to the creation process. Winning ideas are reviewed for production, fostering a sense of ownership and collaboration within the community. Regular creative challenges further engage specific audience segments, allowing fans to showcase their creations.

LEGO maintains a strong presence on various social media platforms, tailoring content to each platform’s audience. For example, on Instagram, LEGO’s 10.6 million followers enjoy updates, behind-the-scenes content, and fan creations. LEGO’s active engagement with fans is key to its community-building success. By responding to comments, sharing user-generated content, and hosting challenges, LEGO fosters a sense of belonging and loyalty. This inclusive approach strengthens the emotional connection between LEGO and its community.

An Instagram post from LEGO's official account features a scene with LEGO minifigures participating in a Pride parade. The background shows a circular white structure with the text "mini STORIES PRIDE PARADE" prominently displayed. Three colorful minifigures are standing on a LEGO-built rainbow pathway that includes brown, black, red, orange, yellow, green, blue, and purple stripes. The caption reads, "These dazzling minifigures are ready for Pride with their very own spectacular Pride celebration! 🏳️‍🌈🏳️‍⚧️🎉✨⭐️ #LEGO #Pride #Celebration #LGBTQIA." The post has 24,196 likes and 2,536 comments.
LEGO’s active social media engagement builds community among fans.

You can view the LEGO video on Instagram and the transcript for “These dazzling minifigures are ready for Pride with their very own spectacular Pride celebration! 🏳️‍🌈🏳️‍⚧️✨✨ #LEGO #Pride #Celebration #LGBTQIA” here (opens in new window).

What are the potential risks of relying on user-generated content to build and sustain a social media community?

 

  1. Wesson, Hannah. “Building thriving social media communities: Inspiring examples to learn from.” Community-Led Alliance, November 8, 2023. https://www.communityledgrowth.com/building-thriving-social-media-communities-inspiring-examples-to-learn-from/. ↵