Creating Powerful, Thriving Digital Communities: Melissa Levy Of Sparks On How To Cultivate Connection & Community In A Click-to-Connect World

The strongest communities are built when people feel seen, heard, and valued.

In our digital age, it’s easier than ever to click “connect” — but much harder to create real connection. As more of our social and professional lives move online, the challenge becomes building meaningful communities that go beyond likes, follows, and shares. What does it take to cultivate thriving digital communities where people feel seen, heard, and supported? In this interview series, we are talking to community builders, digital strategists, tech founders, social media experts, and anyone who is creating powerful, thriving online spaces, and digital communities. We want to explore how to cultivate connection and community in a click-to-connect world, and what it really takes to build digital spaces where people can truly thrive.

As a part of this series, we had the pleasure of interviewing Melissa Levy.

Melissa Levy is the President of Sparks, a live events agency that creates powerful experiences for the world’s most iconic brands. In this role Melissa leads the agency’s creative, strategy, client services, operations, and product functions.

Thank you for making time to visit with us! Our readers would love to get to know you a bit better. Can you tell us a bit about your background and how you grew up?

I grew up in a small town north of Boston with my parents, sister, and what felt like a constant rotation of pets. We were a very close-knit family, and I had a pretty balanced childhood. I played sports, worked hard in school, and also made plenty of time for fun and friends.

From a young age, I was always drawn to people-oriented work. My first jobs included babysitting, working at a sub shop, retail, waitressing, and bartending. Those roles taught me how to connect with different personalities, communicate clearly, and stay calm in fast-paced environments. Looking back, they shaped a lot of how I lead today.

I went to the University of Vermont for undergrad and later earned my MBA from Babson College. The collaborative work environments in school, combined with what I learned in real world settings, gave me a strong foundation in community building.

What inspired you to get involved in building digital communities?

I’ve always believed that people naturally gravitate toward shared interests and experiences. Digital communities are really just an extension of that. While some people prefer in-person connection, online spaces can create opportunities to find your community when geography or circumstance makes that harder.

Growing up in a small town, I saw firsthand how limiting that can sometimes feel. Not everyone has access to people who share their interests, perspectives, or ambitions in their immediate environment. Digital communities help bridge that gap. They create spaces where people can connect, learn from each other, and feel a sense of belonging regardless of where they live.

What inspires me most is the idea that meaningful connection doesn’t have to be limited by physical location anymore.

Was there a moment when you realized the power of authentic online connection? Can you share that story?

I really understood the power of authentic online connection through motherhood. With each of my kids, I found myself navigating experiences that felt isolating in very different ways.

My first son was born very early at 30 weeks, and at the time I didn’t know anyone personally who was going through something similar. I turned to online communities looking for comfort, reassurance, and people who truly understood what I was feeling.

When my second son was born deaf in one ear, I again found myself searching for practical advice and support from people who had firsthand experience. Then came my third son, who thankfully arrived healthy, but he was my third boy in three years, which came with its own challenges and chaos.

At every stage of parenthood, I’ve realized it can be difficult to openly share what you’re struggling with. Sometimes it’s fear, sometimes embarrassment, and sometimes you simply feel like your experience is different from the people immediately around you. Online communities created space for honest conversations without judgment, and those connections were invaluable to me.

Today, my preemie is a thriving 6-foot-tall 20-year-old, my second just finished his first year of college, and I’m still turning to parenting communities as I try to get my youngest through high school in one piece.

What’s the most important lesson you’ve learned along the way that influences how you operate now?

One of the biggest lessons I’ve learned is that people are genuinely seeking connection, whether that’s in person or online. The strongest communities are built when people feel seen, heard, and valued.

I’ve also learned that healthy communities only thrive when there’s a balance between giving and taking. You can’t just show up when you need something. The most vibrant communities are the ones where people consistently contribute, support others, share experiences, and create value for each other over time.

In your opinion, what defines a thriving digital community?

The strongest communities bring together people who genuinely care about a common topic, experience, or goal. But shared interests alone are not enough. There also has to be positive intent, meaning people show up wanting to support, learn, contribute, and engage respectfully with one another.

What are some common mistakes people make when trying to build digital communities?

One common mistake is making communities too narrow from the start. A shared purpose is important, but people also need room for conversation, growth, and different perspectives.

Another one is lack of moderation. Healthy communities need clear expectations and active leadership to stay productive and welcoming.

I also think communities struggle when toxic behavior is tolerated for too long. A few negative voices can quickly undermine trust and participation if the culture is not protected intentionally.

I’m going to try a few of your tips, and I’m hopeful our readers will, too. What are your “Five strategies to cultivate a powerful, thriving digital community?’ Please share a story or example for each.

1. Lead with shared purpose

It starts with a clear shared purpose. The strongest digital communities are built around something people genuinely care about and want to be part of, whether that’s a shared interest, challenge, or goal. When that purpose is clear, people naturally show up and engage with intent.

Right now, there are a lot of AI communities emerging with the goal of learning and creating with a technology that is evolving at the speed of light. What I find most interesting is the diversity of these communities based on intent. I’m out of my depth in developer communities, but I find CEO and CMO communities much more helpful for learning quickly and in a language I can actually understand.

2. Create space for people to contribute, not just consume

Parenting communities are a great example of this in action. They’re highly participatory by nature, with people constantly sharing experiences, asking questions, and offering support in real time.

I’ve both sought advice and contributed in those spaces over the years, and what makes them so valuable is the sense of mutual participation. Everyone is adding something, whether it’s practical guidance, reassurance, or shared experience.

3. Prioritize authenticity over perfection

People connect far more deeply with honesty and relatability than with something that feels overly polished or “put together.” In those early days of motherhood, I found real comfort in being able to be open about what I was going through and learning from people who had lived it themselves. Those honest exchanges created a level of connection that wouldn’t have been possible if everyone was trying to present a perfect version of their experience.

4. Protect the culture intentionally

In leading teams, I’ve learned that protecting culture often comes down to how you handle moments of misalignment or challenging dynamics. Communities are formed for many different reasons, and over time they develop their own cultural norms based on the topic and shared identity. As you can imagine, a community of developers, for example, will naturally engage very differently than a community of gardeners.

Setting clear rules of engagement early and reinforcing them consistently through both moderation and self-moderation is key. The most successful communities also rely on their members to help protect and reinforce that culture from within.

5. Evolve with the needs of the community

One thing I’ve learned is that communities don’t stay static, they evolve, and you have to evolve with them. Whether in my work or in my personal life, I find it important to stay engaged in the broader world and in my local communities, and to maintain a growth mindset.

You need to keep a pulse on how things are changing and be thoughtful about where you should evolve depending on your purpose, your goals, or the topic of the community.

Healthy, thriving communities are adaptable, almost like living systems. They respond to their environment and the needs of their members over time, rather than staying fixed in one way of operating.

How important is meeting offline, in real life? What is the best way to make that happen? Can you share a story?

I feel very strongly that IRL connection is critical, not only for communities but for people’s health and well-being. Study after study shows that having a real-world network is one of the strongest predictors of a happy, healthy life.

Digital communities are powerful for connection, but they become even stronger when they translate into real-life interaction. Meeting in person builds trust, deepens relationships, and brings an energy that’s hard to replicate online.

The best way to make that happen is to be intentional about it, whether through small meetups, regional gatherings, or designed moments within larger experiences where people can connect face-to-face.

Some of the most meaningful moments are when you see online relationships turn into real friendships. That’s when you really see the impact of community beyond the screen.

How do you handle negativity, trolling, or disengagement in a digital space?

You need to be intentional about how a community is managed from the start. For negativity and trolling, having strong, active moderation is essential. Clear guidelines and consistent enforcement help protect the tone and safety of the space.

For disengagement, it’s more about having a core group of contributors who keep the energy going. These are the people who consistently show up, participate, and help set the tone for others. When that foundation is strong, engagement tends to be more sustainable over time.

What are some practical strategies for encouraging real interaction, beyond likes and emojis?

Real interaction happens when people are invited into a conversation, not just asked to react. Likes and emojis can signal engagement, but they don’t build connection on their own.

It’s important to design for participation rather than consumption. That can mean asking open-ended questions, creating prompts that encourage people to share their own experiences, or building formats where members respond to each other instead of just to a brand or host.

Another effective strategy is spotlighting contributions from the community. When people see their voice acknowledged and reflected back, it naturally encourages deeper participation and a stronger sense of ownership.

What platforms or tools have you found most effective for cultivating meaningful digital engagement?

The most effective platforms for cultivating meaningful digital engagement tend to be those built around real communities and conversation rather than passive scrolling.

Platforms like Reddit are powerful because they’re interest-based and driven by discussion, which naturally encourages deeper participation. Facebook groups can also be very effective because they give people a shared space to connect around specific topics or experiences.

I also really like newsletter-driven communities like Substack because they create a more intentional relationship with audiences. When you combine content with comment threads and subscriber communities, it can lead to a more thoughtful, engaged dialogue.

Are there certain types of content or activities that tend to spark stronger connection in online spaces?

Stronger connection in online spaces tends to come from content and activities rooted in real human experience and emotion. The first things that come to mind are hobbies like gardening or couponing, where people are eager to share tips and learn from each other, as well as shared passions like gaming or cosplay, where communities naturally form around enthusiasm and creativity.

It’s also often built around more vulnerable or complex experiences, like health challenges or caring for aging parents, where people may not have many others in their immediate lives to talk to. In those cases, online communities become a place for support, advice, and understanding.

At the core, it’s usually topics people genuinely want to talk about, can’t always find enough people to discuss with in real life, or are actively trying to solve. That’s why there’s been so much discussion around micro-communities lately, especially as brands look to engage in more relevant, interest-led ways.

Success is often a matter of perspective. I’ve always resonated with Henry David Thoreau’s quote, “It’s not what you look at that matters, it’s what you see.” How do you see success — or define success — for yourself now?

To me, success is simple. It’s asking myself whether I’ve made a difference in someone else’s life. That can show up in many ways, whether I’m being a good mom, a good wife, a good leader, a good mentor, or a good friend. It’s about showing up for people in the moments that matter, whether that’s lending an ear, lending a hand, or sometimes just offering a really good hug.

We are very blessed that some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world with whom you’d like to have a private breakfast or lunch with, and why? He, she or they might just see this. 🙂

Michelle Obama would be pretty magical. She has grit, grace, and an incredible ability to lead with both strength and authenticity. Watching how she has navigated her personal and professional life in the public eye, while staying grounded in her values, feels like a masterclass in life.

Thank you for sharing these insights!

Creating Powerful, Thriving Digital Communities: Melissa Levy Of Sparks On How To Cultivate… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.