Reaching Communities on Social Media
Before diving into social media, it’s essential to identify where your target audience spends most of their time online.
For most clubs, Facebook and Instagram are the best platforms to focus on, as they are highly accessible across mobile, desktop, and tablets, and allow you to make real-time updates.
In Australia, 72% of people are active social media users, and Facebook remains the most popular platform, 83% of Australians aged 14+ visited Facebook regularly in 2019.
If you prefer a more private social media presence, consider creating a Facebook Group.
This is an excellent option for sharing updates, discussions, and fostering communication within your club’s existing community.
Here are some things to consider when getting started on social media:
- Who will manage the page and in what capacity? Make sure you have someone responsible for the page’s day-to-day management, whether it’s a single person or a team.
- What updates will you share? Decide the type of content to post events, announcements, achievements, and behind-the-scenes glimpses.
- What tone and language will you use? The tone should reflect your club’s culture, whether it’s formal, casual, fun, or friendly.
- In what formats will updates be shared? Photos, videos, links, and stories all work well. Choose the format that best conveys your message.
Attracting Followers and Gaining Visibility
Once your social media page is set up, the next step is attracting followers. Fortunately, as a local club, you already have a dedicated group of people – riders, crew members, volunteers, and their families and friends. It’s crucial to ensure that your community knows the page exists.
Have you done these three things?
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Invited club members, friends, and family to follow or “like” your page.
Send an email, post an announcement at an event, or mention your social media page during meetings or competitive days to spread the word. Make it clear that this will be the go-to place for club information. -
Added social media links to your website, newsletter, email signature, and other resources.
Include social media links on your website, in your newsletters, and even in email signatures. The more ways people can find your social media pages, the better! -
Started sharing content regularly.
Consistency is key. By sharing posts regularly, you keep your page active and stay visible on followers’ feeds. Social media platforms tend to reward organizations that consistently post engaging content.
Growing Your Online Community
As you continue to share content, you’ll start to learn what types of posts resonate most with your audience. The key to growing your online community is to post content that gets likes, comments, and shares these actions signal that people are connecting with your posts.
When analysing the performance of your posts, keep these factors in mind:
- Timing: When did you post? Was it at a time when your audience was most active (e.g., evening, weekends)?
- Content format: Did the post include a photo, video, or link? Certain formats may work better depending on your audience.
- Text length: Was your post long or short? Did the message get straight to the point or provide more detailed information?
- Hashtags and mentions: Did you use relevant hashtags or tag other accounts? Hashtags increase the discoverability of your posts, while mentions can foster engagement and build relationships with other clubs or community members.
Creating Engaging Content
Once you’ve built some momentum on your social media platforms, focus on creating engaging content that resonates with your followers. Use the following guidelines:
- Variety of Content: Share a mix of event updates, photos from club activities, member spotlights, news, and fun content. Engagement will increase if your posts feel varied and interesting.
- Interactive Posts: Encourage followers to engage by posting polls, questions, or calls to action. Asking followers to comment or share opinions can boost engagement.
- Behind-the-Scenes: Give a behind-the-scenes look at your club’s activities or highlight member achievements. Personal stories and insights help build connections.
- Visual Content: Photos and videos tend to perform better than plain text. Use high-quality images and videos to showcase your club’s events and activities.
By strategically using these social media practices, your club can effectively grow its online presence, engage with your community, and keep your members informed.
Social media is a powerful tool, and by consistently sharing valuable, engaging content, you can create a dynamic and thriving online community.