Too many brands start with a post idea. The better place to start is with the people: who are you bringing together, why should they care, and what would make them want to participate?

In this fireside chat, Dolly Meckler will talk about building Challah Dolly from an Instagram following into a real community, and turning Scrollodex from a newsletter into in-person gatherings people want to show up for. The conversation will explore how community-building can become the engine for content, not the other way around, and how brands can create moments, shared experiences, and relationships that give people a reason to care beyond the feed.

After this session, you’ll be able to:

• Stop starting with “what should we post?" Instead, identify who your brand is trying to bring together and why they would want to gather.
• Build content from real moments, conversations, and experiences, rather than creating content abstractly and hoping people connect to it.
• Turn attention into something more long-lasting by giving your audience a role to play, not just something to consume.