Putting the Social Back in Social Media

One of the most common questions I get is something along the lines of, “How can I build a social media presence for my brand/company/nonprofit without paying for ads?” My answer is usually the same: by putting the “social” back in social media.

If you’re treating your accounts like a bulletin board for information about yourself, you’re missing the point. Social media shines when it’s used to spark conversations, build relationships, and make your supporters feel like they’re part of something bigger.

It’s true that social media has become increasingly pay-to-play over the years, and a good ad strategy can make a huge difference in your organization’s success. But what if you’re a small business, startup, or nonprofit that simply doesn’t have the budget for ads?

In my experience, success on social media is not determined by budget, but by authenticity, transparency, and intentionality. If you’re willing to put in the work to show your values and foster two-way communication, your organization can experience meaningful, lasting growth on social media.

Below are actionable tips to help you maximize your social media presence and inspire your audience to support your cause.👇

1. Prioritize Authentic Engagement

Social media is a powerful platform for creating dialogue. For small businesses, nonprofits, and other organizations this means building relationships with followers, donors, customers, or advocates by making them feel heard and valued.

Action Steps:

• Ask Open-Ended Questions: Encourage your audience to share their stories, opinions, or experiences. For example, an organization focused on environmental conservation could ask, “What’s one small change you’ve made to live more sustainably?”

• Reply to Comments and Messages: You can’t just post the question. You need to answer too! Acknowledge and thank supporters who engage with your content. Responding to their comments encourages connection and shows you care about their input.

💡Allocate time each day for community engagement. Even small actions, like liking a supporter’s comment or thanking someone for a donation, can go a long way in building trust and loyalty.

2. Celebrate and Highlight Others

People notice when pages only talk about themselves, and it often turns them away. Don’t miss this opportunity to create meaningful connections with your followers! Instead, transform your social presence into a place where your supporters feel recognized, appreciated, and part of something bigger.

Action Steps:

• Engage Outside Your Page: Participate in discussions on other pages, groups, or profiles that align with your mission—both as a brand and as yourself. You could comment and add value to posts from similar organizations in a different market, or share content from thought leaders you admire.

• Spotlight Your Advocates: Recognize the individuals or groups that help shape who you are. If you’re a nonprofit, if might be a “Volunteer of the Month” post. If you’re a business owner, you could solicit stories from your customers who believe in your organization.

• Celebrate Wins: Share news about progress in your sector, even if it doesn’t directly involve your organization. If someone else in a similar market is killing it, celebrate with them!

💡This approach fosters goodwill and builds relationships within your community while aligning your organization with others working toward similar goals.

3. Respond Promptly

Quick and thoughtful responses to messages and comments demonstrate that your organization values its supporters. Whether someone is asking a question about volunteering or sharing feedback on your programs, timely communication can make all the difference.

Action Steps:

• Set Up Automated Responses: Use automated messages for DMs to acknowledge inquiries and set expectations for when a team member will follow up. For example, “Thank you for reaching out! Our hours are 8am - 5pm, EST. We’ll respond within the next business day!”

• Monitor and Reply Regularly: Check your inbox and comments daily to ensure you don’t miss any opportunities to connect with your audience. On Facebook, your can earn a badge that says, "Very responsive to messages" if you show that you're staying on top of your DMs.

💡 If you tend to receive a lot of similar questions, create a “Frequently Asked Questions” highlight on Instagram or a pinned post on Facebook to address common inquiries efficiently.

4. Share Your Mission and Vision

Social media users are bombarded with content every day, so it’s important to strike a balance between promoting your initiatives and sharing authentic, mission-driven stories.

Action Steps:

• Follow the 3:1 Rule: For every promotional post (e.g., a call for donations or an event announcement), publish three posts that focus on storytelling, education, community engagement, or just fun.

• Share Impact Stories: Highlight the people or communities your organization has helped. For example, if your organization helps provide scholarships, share a recipient’s journey to showcase the real-world impact of your work.

• Educate Your Audience: Post tips, statistics, or actionable advice related to your mission. For instance, a healthcare organization could share tips for mental well-being.

• Show Behind-the-Scenes Moments: Give your audience a glimpse into the day-to-day operations of your organization, whether it’s preparing for an event, brainstorming a new initiative, or another day at the office.

💡 Always use visuals like photos and videos to make your stories more compelling. A heartfelt testimonial or candid image conveys your message better than words alone.

Next Steps

Building an impactful social media presence for your organization doesn’t require an advertising budget—it requires authenticity, intentionality, and consistent effort. By focusing on engagement, celebrating your community, and sharing meaningful stories, your organization can establish a reputation, inspire action, and grow its online presence.

Remember, social media is about building relationships, not just broadcasting information. Each post, comment, or message is an opportunity to connect with your audience. Over time, these connections can translate into increased support, greater awareness, and lasting impact.

💡 If you'd like to see how you can get started on social media without paying for ads, schedule a free meeting with us! We'd love to provide the support you need to start growing your social media presence.

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