Community management

Tips for building your community on X

Community management

Tips for building your community on X

See more results with an engagement campaign

See more results with an engagement campaign

Join the conversation

Conversation thrives on X, making it an optimal place for businesses to build relationships and community via one-to-one interactions. In many cases, those interactions will be visible to your followers, further amplifying the reach and impact of your efforts.

When it comes to interacting with Posts, there are three primary options –– each with their own benefits:


Likes are a great way to acknowledge or show support for a Post. 

Posts you've liked show up on your profile under "Likes" and may also show up in the timelines of certain followers.


Reposts allow you to share Posts that you think your audience might find valuable. They are also a great way to share user-generated content.

Use a Quote Post to add humor, amplify a response, or simply add your perspective.


Replies allow you to respond to a Post. They're a valuable way to have one-to-one conversations with customers, and can also help create buzz. A strong reply can yield meaningful engagement and follows.


Find your brand voice

When building your community on X, it's helpful to identify and encourage opportunities to connect. Some suggestions:

  • Ask questions or use X Polls to spark conversation
  • Where it makes sense, use GIFs, emojis, memes, or text-only Posts to humanize communication and encourage interaction
  • Communicate if there's a specific action you want readers to take ("Repost if you're excited for our new release!") 
  • Stay on top of trends and opportunities to join existing conversations
  • Use X chats to regularly engage a group around a particular topic


Be human, be real, be conversational. Show people there’s a person behind that account.

Bianca Posterli, Head of Social Campaigns at X


Find your brand voice

X is a place to showcase the most human side of your brand. This may sound a bit wittier, bolder, or more current than a voice you'd use on other platforms.

Looking to get started? Download the "Find your voice on X" worksheet for exercises to help you:

  • Establish guardrails: What are the terms or topics you want to lean towards or away from?
  • Develop a persona for your account: If your brand was a person, what would they be like?
  • Create practice Posts: Draft Posts to get feedback and reviews

Community management is such an amazing way to build your brand. If you don't assign resources to that then you're missing out on a ton of marketing opportunities.

Susan Chang, Head of social media at Dropbox

Social listening on X

There are conversations happening all across X every day that your business can participate in. Here are four tips for finding them:

  • Advanced search: Use X advanced search to find Posts by date, keywords, @account, number of engagements, and more. Save searches for future use.

  • X Lists: Lists allow you to sort accounts you want to monitor. The ability to add public @accounts to lists –– even if you don't follow them –– and to make lists private, make them a powerful feature for monitoring conversations. Here are 4 must-have X lists to get started.

  • Postdeck: Monitor multiple search queries, lists, and inboxes side-by-side with this free tool.

  • What's Trending: Monitor trends on the explore tab to see what conversations are happening in real-time. You can tap into these when there's a good fit.


Take time to unplug. Stepping away from your screen can help you avoid burnout and come back to your community refreshed. 

Customer support

X's real-time engagement makes it a valuable tool for providing customer support. Here are some tips for building your strategy:

  • Add the hours of available support to your profile along with any other instructions
  • Be timely. Even if you can't provide support right away, reply to let your customers know you've seen their Post and will be in touch
  • For longer exchanges –– or anything requiring the exchange of personal information –– suggest moving the conversation into a Direct Message
  • If volume and resources allow, consider creating a separate account for support

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