They see me scrollin’: Simple social media strategies to grow your community

Leverage the power of social media to increase community participation and build your brand

Miriam Saslove
Miriam Saslove
March 17, 2022 5 min read

Connecting with our peers is easier than ever these days, thanks to a small invention you may have heard of called the internet, and more specifically, the wonders of social media platforms. Whether you’re snapping a #selfie at the beach and posting it on your Instagram story, inviting friends to a birthday party via a Facebook event, or sharing a recent promotion on your LinkedIn profile, we’ve got instant access to each other in the palms of our hands.

While you might not be looking to go viral, we all know that having a social media presence is crucial to a business’ success because it helps get the word out about their organization. With over 53% of the world’s population using social media* and 90% of Instagram users following a business*, there’s no need to look further for a reason to be more active on social. Read on to discover our top strategies for standing out on social media!

(Psst! If you start implementing these tips, don’t forget to let us know by using the hashtag #AmiliaInAction via our LinkedIn, Facebook or Instagram accounts – we may send you some cool Amilia swag!)

First thing’s first: before you get started…

#1: Develop a brand

Are you sitting down? We’re about to drop a truth bomb on you: contrary to popular belief, a brand is not just a logo! (Gonna give that one a minute to sink in…)

While a logo is a crucial aspect of a brand, think of it more as a photograph that identifies you and makes you recognizable to others. Your overall brand is more like your values and interests – it’s your entire personality, so don’t be afraid let it shine!

Developing a strong brand is key to your content strategy, especially on social media, because it needs to come through in everything you post. Ultimately, your audience knowing who you are is what builds trust and loyalty among them, leading to higher engagement with your content.

Check out what our client, City of Grapevine, is doing on social:

Media 1

Voici un exemple d’une marque forte, y compris un logo, un ton de marque et des mots-clics. Allez, Grapevine!

Some questions to ask when building your brand:

  • What kind of tone will we have? (Some keywords that may come to mind when developing a tone include friendly, playful, serious, confident...)
  • Will we use emojis or not in our text?
  • What #hashtags will we use, if any?
  • What will our colour palette be?
  • How can we stand out among our competitors?

#2: Know your audience

The most important thing to remember when creating content for social media is your audience. You need to have a clear idea of who you’re speaking to, as well as their interests and motivations, so that you can make decisions about your images, tone, platform and more.

Something else to consider is the demographics of your audience. Not every post needs to target your whole city, but make sure to mix it up when it comes to targeting. At the end of the day, you know your community best! Here are some factors to think about:

  • Age: Are you speaking primarily to kids or young adults? Maybe your community has a high percentage of retired folks!
  • Language: If you come from a multilingual area, this might help you decide if you want to include more than one language in your posts!
  • Geography: If you notice that people from neighboring areas are following you, this may prompt you to modify your language to be inclusive to citizens other than your direct community.

Now that you’re up and running, here are some more of our top tips!

#3: Use a social media scheduling tool

Did you know there is software that exists simply to preschedule your posts on your social media accounts so they go live at a specific time? You can rest easy knowing that your posts are going out when you planned – in just a few clicks!

When it comes to choosing a scheduling tool, it’s important to do your research and select one based on your organization’s needs. Take some time to think about your goals and what will make your life easiest.

For example, if you’ve got a lot of users and profiles to connect, you might want to check out Sprout Social because of its robust plan options. Or if you’re working with a small budget and fewer profiles, check out Buffer. There’s also Hootsuite, which has a handy all-in-one inbox so you can reply to messages and comments easily.

Of course, there are lots more options out there. Here’s a handy hack: most have a free trial option so you can get a few months free while you play around and get a feel for what you prefer!

#4: Leverage your staff and visitors to generate content

One of the easiest ways to ensure that your content doesn’t feel too “forced” on social media is by incorporating UGC (User Generated Content) from time to time. Real people want to see other real people on their feeds, so don’t be afraid to reshare images from guests and employees. Not everything needs to be super polished; in fact, online users often trust authentic people more than brands. They even like seeing when things aren’t going well or mistakes are made, because at the end of the day, we’re all human. Just don’t forget to ask for permission and give proper credit! Check out this example from Aerie, whose #aeriereal campaign offers tons of opportunities to share content created by their consumers.

In terms of staff, an easy way to incorporate them is with “behind the scenes” content – who wouldn’t want to see a day in the life of your Program Director or a Park Ranger? This is type of “live” content is perfect for Instagram stories.

Your visitors and employees are your city ambassadors. When people are passionate about their community, that will shine through online!

Media 2

Jetez un coup d’œil à cet exemple de l’entreprise Aerie, dont la campagne #aeriereal offre des tonnes d’occasions de partager du contenu créé par les consommateurs.

#5 Increase reach and engagement with platform-specific tactics

Did you know that on Instagram, videos get 21.2% more interactions compared to images and 18.6% more interactions compared to carousels*? While the platform was traditionally photo-only, it’s been leaning heavily into video, especially Reels – short, vertical videos that are super “scrollable” (and addictive!)

The same goes for Facebook, but on Twitter, you’re better off posting static photos or an eye-catching infographic. Don’t forget your hashtags – tweets that use them get 100% more engagement*!

LinkedIn is where you can try your hand at posting news articles, as it’s a great resource to recruit new employees, promote economic development, and position yourselves as “thought leaders.”

Something you can do across channels is a giveaway. Got some extra swag lying around? Ask your followers to like and comment (or post a photo) for a chance to win! Check out this example from Domino’s Pizza.

Media 3

Jetez un coup d’œil à cet exemple de Domino’s Pizza.

#6: Be consistent!

Creating content on social media is not the same as throwing a piece of spaghetti at a wall and seeing if it sticks. A little planning can go a long way!

One of the best ways to set yourself up for success is to keep up a bank of content. You can screenshot posts you like while scrolling through your feeds and keep a running document handy for when you need fresh ideas.

We know you can’t necessarily talk directly to every individual member of your community, but you can reach a good chunk of them on social media! With these simple strategies to up your social media game, you’ll be one step closer to reaching your goals.

*All stats via, 2021

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