An Interview with Karen Mangia
Social media is a two-way conversation. Instead of just posting content and walking away, I make sure to engage with my audience — replying to comments, answering DMs, and sparking conversations in my stories. I’ve seen this firsthand with a client who began taking time to respond to every comment and question, no matter how small. This built trust, and her audience started sharing her content more often, boosting her reach and engagement in ways no algorithm hack ever could.
We often use the term “Influencers” to describe people with significant social media followings on platforms like Instagram, Twitter TikTok, Youtube, Linkedin and Facebook. Influencers have become today’s media titans, sought after for everything from product placements to timely trends. What’s the difference between influence and impact? Fans and followers? Sizzle versus staying power?
In this interview series, called, “How To Cultivate Community In A Click to Connect World” we are talking to influencers about how they define success and what we all need to discover about the true nature of influence. As a part of this series I had the pleasure of interviewing Laura Heckman.
Laura Heckman is a seasoned Social Media Strategist with over a decade of experience helping brands across industries grow their online presence. From high-end luxury brands to the entertainment industry, Laura’s expertise focuses on creating sustainable social media strategies that drive real profit. Known for her authentic approach and ability to create lasting connections, she specializes in building engaged communities that deliver results and make a meaningful impact.
Thank you for making time to visit with us! Our readers would love to get to know you a bit better. How did you discover your career path and what got you to where you are today?
I use my platform to help people find balance in their social media and business strategies while focusing on sustainable growth and real connections. I believe social media should be a tool that empowers rather than drains, so I’m always sharing ways to make content creation more intentional and less overwhelming. My goal is to help creators and business owners find joy in their work again, while also making a profit, and to remind them that it’s okay to take breaks and protect their peace. By creating a supportive and engaged community, I’m encouraging people to show up authentically and in a way that feels aligned with their values.
What’s the most important lesson you’ve learned along the way that influences how you operate now?
The most important lesson I’ve learned is that success doesn’t come from constantly doing more — it comes from doing what matters most. Early on, I thought I had to be everywhere, doing everything, but that only led to burnout. Now, I focus on creating a sustainable strategy, both for myself and my clients. It’s about showing up in a way that feels aligned and intentional, and understanding that real growth happens when you prioritize quality over quantity. Most importantly, I’ve learned that you deserve to be happy in your career, and that doesn’t mean you need to burn out along the way. You can have success, fulfillment, and balance without sacrificing your well-being.
We’re all searching for some good news. How are you using your platform to make a positive social impact?
I’m using my platform to remind business owners and creators that they don’t have to be ‘on’ all the time to make a real impact. Social media can be a positive, empowering space without the pressure to sugarcoat everything or constantly hustle. I encourage people to show up as their real, authentic selves and prioritize their mental health above all else. It’s okay to take breaks, step back, and recharge. My focus is on helping others build thriving, engaged communities in a sustainable way, so they can grow their businesses without burning out or feeling like they need to be online 24/7.
Many of our readers are influencers as well. Others have tried and have yet to succeed. What words of advice would you offer to aspiring influencers, knowing what you know now?
Success isn’t about overnight growth — it’s about the long game. The most important thing you can do is create a social media strategy that works for your own life and business goals. So many people focus on chasing follower counts or creating viral moments but lasting success comes from consistently showing up with value and truly knowing and serving your audience. Having a small dedicated following that is heavily engaged with you and your business is worth way more than having thousands of followers who don’t care about the content you are posting. When you build a strategy that aligns with your goals and allows you to enjoy the process, the right audience will naturally connect with you.
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?
Success, for me, is about alignment — feeling fulfilled in both my work and personal life. It’s not just about hitting certain milestones or growing my business; it’s about doing it in a way that feels sustainable and brings me joy. I’ve realized that success isn’t about constantly chasing more — it’s about creating something meaningful and making an impact, while still having the time and space to take care of myself. It’s knowing that I can build a thriving business without sacrificing my peace or burning out. Success, to me, is about balance, purpose, and enjoying the journey as much as the destination.
What are your strategies to make room for who and what matters most?
My strategy is all about setting boundaries and being intentional with my time. I’ve learned that you can’t give your best to what matters most — whether that’s family, friends, or your own well-being — if you’re constantly stretched thin. I create space by prioritizing tasks that align with my goals and letting go of the idea that I need to do everything. I also make sure to take regular breaks from social media and set aside time to disconnect from my phone entirely. Having those moments to unplug helps me recharge and stay grounded. It’s about protecting my energy, staying focused on what truly matters, and making room for the things and people that bring me joy.
How do you reduce or mitigate stress?
For me, reducing stress is about finding balance and creating space for things that ground me. Taking breaks from social media is key — I step away from the constant noise to recharge. I also spend time in nature as much as possible; whether it’s a walk or just sitting outside, it helps me reset. Meditating, praying, and practicing mindfulness are part of my daily routine to keep me centered. I also make sure to schedule self-care days where I completely unplug and focus on recharging — whether it’s a spa day, reading, or just slowing down. Setting boundaries and recognizing when I need to step back has been essential in managing stress.
I’m going to try a few of your tips, and I’m hopeful our readers will, too. Now it’s time for the big reveal — the moment our readers have been anticipating. What are your “five strategies to cultivate a large & engaged social media community?’
1. Be Consistent, But Intentional
Consistency is key, but it’s not just about showing up every day — it’s about showing up with purpose. Early on, I was focused on posting as often as possible, but I quickly realized that consistency only works when paired with intentionality. Now, I post content that aligns with my audience’s needs and my business goals, making each post count. For example, I worked with a client who shifted from posting randomly to creating a weekly series that her audience looked forward to. Her engagement skyrocketed because she showed up consistently with content that resonated.
2. Focus on Community Over Numbers
It’s easy to get caught up in follower counts, but the real power lies in building a strong, engaged community. When I shifted my focus from growing my numbers to nurturing the people already following me, I saw a huge change. I started asking questions, creating conversations, and really engaging with my community. One of my clients saw similar success by responding to every comment, engaging with her audience on stories, and building personal connections, leading to loyal followers who spread the word about her brand.
3. Show Up Authentically
People connect with people, not perfection. I’ve found that being authentic — whether that’s sharing behind-the-scenes moments or being open about challenges — builds deeper trust with my audience. One time, I shared a personal story about burnout and how I found my way back to balance. The response was overwhelming, and I learned that vulnerability can foster real connections. My clients who let their guard down and share their authentic selves often see the most engagement.
4. Create Value-Driven Content
It’s not enough to just post — you have to provide value. I always ask myself, ‘How is this post serving my audience?’ Whether it’s offering tips, sharing resources, or starting a thoughtful conversation, the goal is to make my audience feel like they’re gaining something. One of my clients started sharing bite-sized, actionable tips with her community, and the response was amazing. She positioned herself as an authority in her niche, and her followers kept coming back for more.
5. Engage With Your Audience, Don’t Just Broadcast
Social media is a two-way conversation. Instead of just posting content and walking away, I make sure to engage with my audience — replying to comments, answering DMs, and sparking conversations in my stories. I’ve seen this firsthand with a client who began taking time to respond to every comment and question, no matter how small. This built trust, and her audience started sharing her content more often, boosting her reach and engagement in ways no algorithm hack ever could.
What do you do to create a greater sense of connection and community among your fans?
Creating a sense of connection and community starts with being genuinely engaged. I focus on listening to my audience and creating content that resonates with their needs and challenges. I do weekly check-ins where people can ask questions or seek advice — it’s like a mini Q&A to keep the conversation going. In every post, I include questions or calls to action (CTAs) to encourage interaction and make sure the dialogue is two-way.
I also make it a priority to engage directly with my community by going to their pages, liking, commenting, and supporting their content. Social media is meant to be social, and I want people to feel like they’re not just part of an audience, but part of a real community. Showing up authentically and transparently about my own journey, whether through Stories or behind-the-scenes moments, also invites them to open up and share more with me.
The goal is always to create an environment where people feel seen, heard, and supported.
As an influencer, you are, by definition, a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger.
If I could inspire a movement, it would be centered around creating a more balanced, sustainable approach to social media and work-life integration. So many people feel burned out by the pressure to constantly be ‘on,’ especially online, and I think it’s time we shift the narrative. I’d love to inspire people to prioritize their mental health, protect their peace, and remember that success doesn’t have to come at the cost of their well-being.
The movement would encourage people to build careers and businesses that align with their life goals and personal values — without the hustle mentality that’s so pervasive. It’s about redefining success to include joy, balance, and self-care. Imagine a world where people could thrive both professionally and personally, while feeling supported by a community that values rest and connection as much as achievement. That’s the kind of impact I’d love to see.
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. 🙂
If I could have breakfast or lunch with anyone, it would be Taylor Swift. Not only is she a powerhouse in music, but she’s also built a global brand and loyal community by staying true to herself and her vision. I admire how she’s mastered the art of storytelling, both in her music and through her connection with fans, creating a world where people feel seen and understood. I’d love to talk with her about how she balances creativity with business, manages such a massive platform while staying grounded, and how she’s navigated challenges with grace and resilience. Plus, her ability to reinvent herself while staying authentic is something I think anyone in business can learn from.
What is the best way for our readers to further follow your work online?
My website: www.lauramichelleheckman.com
Instagram: @lauraheckman
Thank you for these thought provoking insights. Here’s to your continued success!
About The Interviewer: Karen Mangia is one of the most sought-after keynote speakers in the world, sharing her thought leadership with over 10,000 organizations during the course of her career. As Vice President of Customer and Market Insights at Salesforce, she helps individuals and organizations define, design and deliver the future. Discover her proven strategies to access your own success in her fourth book Success from Anywhere and by connecting with her on LinkedIn and Twitter.
Influencer Laura Heckman On How To Build A Large, Loyal, & Engaged Social Media Community was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.