Would you like to stop searching for social media content to use when your chapter is between projects? Imagine having your own library of timeless original content filled with stories that only you and your chapter can tell.
If you’ve been managing your chapter’s social media for a while, you know how much your responsibilities have changed over time. I’ll just say it: Social media used to be easy and fun. And while it is still fun and rewarding, it is definitely no longer “easy”.
Posting photos of your chapter members at activities and events used to be good enough. Increasing your social visibility simply required posting frequently and consistently. Those days are gone.
Today's algorithm doesn't reward us for posting more content, instead, it rewards posting more meaningful content. The most successful posts are usually those containing authentic stories, real people, and genuine moments that illustrate mission, connection, and impact.
Stories like these are already taking place at every DAR event;
the key is recognizing and capturing them.
Sharing authentic and original content when your chapter is actively engaged in a project or event is a natural byproduct of the event itself. You snap photos and post what happened. But what do we share between projects and events? How do we find authentic, original content during our chapter’s quieter seasons and use it to keep our socials active?
We need a better strategy.
One of the biggest mistakes we make as social media content creators is thinking we need more post ideas. Instead, we need to use what we have for multiple purposes.
Too often, we leave a DAR event with just enough content to report chapter news. But with a subtle shift in perspective, that same event can provide more content than the facts of who, what, when, and where. As you capture moments for those immediate, news-worthy posts, you can also collect photos, videos, stories, and insights and turn them into reusable promotional content long after the event is over.
Communicating to your page visitors why DAR matters is a significant component of driving more engagement, becoming more visible to the algorithm (and non-followers), and improving the likelihood that your social media efforts will result in increased DAR membership and involvement.
How do we shift our strategy from simply reporting chapter-news to sharing news + promotional posts?
CONTENT PILLARS: News, Mission, Connection, and Impact.
The May Social Media Insider post, introduced Content Pillars, a tool that can be used to train our eyes to see the post potential that lies beyond the boundaries of chapter news.
Developing a content-pillar mindset can transform how you see your chapter events from a moment to document to an opportunity to create your own library of authentic, original content. A personal library, filled with chapter photos and stories, becomes a resource of meaningful content to pull from throughout the year rather than relying on re-shared content and AI-generated imagery to fill the gaps.
A content-pillar mindset begins with the question “What about this event is DAR/chapter newsworthy?” But it doesn’t end there.
News tells your page visitors what happened.
Promotion shows them why it matters.
Having content pillars in mind prepares you to ask yourself additional questions - questions that shift your POV from just reporting news to seeing opportunities to capture photos and stories for future promotional content.
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Why does this event/project matter?
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How does this fulfill the DAR mission?
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How does this create connections among our members and our community?
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How does this impact the people involved?
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How might this inspire and engage non-members?
Social media content creators using strong content pillars rarely run out of ideas. They're not generating content from scratch. Instead, they view real-life experiences through the lens of their pillars and see content opportunities throughout.
DAR events, meetings, projects, and awards all provide the opportunity to capture images and information for inspiring, engaging social media content that extends far beyond simply reporting news.
To see an example of Content Pillars applied to a chapter’s
real-life participation in Wreaths Across America, take a look at
News vs Promotional Social Media Content
Mindful application of content pillars helps you become attentive to potential promotional content. It sets the stage for you to gather resources and build a library of original content that is meaningful, relevant, and uniquely yours. Then throughout the year, you can pull inspiring content from your library and fill your page with intention rather than relying on content created by an outside-DAR entity.
Stop searching for content and start capturing it!
Powerful social media posts are often hiding in plain sight. Reporting the facts - who, what, when and where - communicates the work your chapter is doing. Capturing images and stories that answer "why" and "how" can result in a personal library of reusable promotional content that engages and inspires your target audience (non-members) throughout the year. Report it now, capture for the future, use with intention.
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Stay tuned for more "Social Media Insider".
Next month’s topic: Connection and Impact.
#SocialMedia #socialmediaadmins #socialmediainsider