I gave a talk to a community group last spring about social media. The room was full of mostly nonprofit directors, government agency leaders, and a spattering of commercial business owners. More than a few had titles like “Social Media Manager”.
Most of my talk was about some of the common pitfalls I see:
- Posting images instead of native text
- Posting images that have too much text
- Posting images instead of links, which breaks the action of clicking to register/buy/etc.
- Posting links to competing platforms (e.g., a YouTube link on Facebook)
- Getting hung up on how much to post, like “We’ve gotta post five times a day!”
- Posting pictures of pictures
- Posting screenshots of PDFs meant for print, like things that have QR codes in them
At the time, it wasn’t long after Twitter became X and a lot of people were leaving that platform because it conflicted with either their views or their organization’s stated mission. So, naturally, I had to remind them if they’ve got a problem with Musk and X, they surely would have problems with Instagram and Facebook. If Zuck buying out most of a Hawaiian island didn’t do it for you, surely the documented hazards and algorithmic nonsense kids and teens face would be.
The whole thesis of my talk was pretty simple: “You probably shouldn’t spend too much time thinking about any of this. But, if you do, at least play within the rules the algorithm wants. You’re better off doing a bunch of other things instead.”
Things like ensuring images aren’t too text-heavy, no QR codes (how do you scan a QR code on your phone?). I also encouraged them to spend that time elsewhere, such as randomly calling top or lapsed donors, sending personal thank-you notes or emails, or hanging signs, etc.
And after it was all over, a few people wrote on the survey something like: “I wish he spoke more about what we could do on social media instead.”
This has gnawed at me for over a year. And only recently have I realized this is learned helplessness at its zenith.
This is no different than a doctor telling you, “Your blood pressure is high, you’re overweight, and you’re at risk for diabetes and stroke. You should eliminate the soda, sugar, carbs, and saturated fats. Eat more fruits and veggies and whole grains. Exercise.” Only to clap back with, “Yeah, but I wish he’d tell me what soda I could drink instead.”
There is none. Nothing. You don’t get to do that anymore.
This is also top of mind because of how our government, local ones in particular, so often rely on Facebook as the one and only source of all news. “Hey, we’re having a board meeting tonight at 6pm.” And sure enough, the Facebook algorithm shows it to about 5 people, most of whom see it three days later, all because it’s not that interesting and everyone knows it. Except, apparently, that board.
Or, “It’s Memorial Day! We need donations!” Okay, well, today’s Tuesday and I need a sandwich.
Simply put: people have completely forgotten that we used to manage just fine without this stuff. And, as of 2026, there is no platform that is designed to work in your favor. They all work in their favor. If you’re just trying to promote your street fair or an art show or whatever, you can have some periodic “success”. Sure, go post online. Why not? Maybe it’ll work out. Like how maybe your name will get called on The Price is Right.
We used to do all sorts of other things. And, frankly, they probably worked a whole heck of a lot better. There’s a reason so many big brands still do things like:
- Email people
- Make a phone call
- Text message people directly
- Direct mail and postcards
- Talk to local reporters and bloggers
- Radio, which is still a very big deal in Drive Time hours
- Flyers actually posted in places
- Posters
- Rack cards at visitor centers
- Bookmarks at libraries and book stores
- Table tents at restaurants
- Door hangers and canvassing
- Posting in community centers and senior centers
- Posting at schools
- Speaking to the Rotary, Kiwanis, Chamber, Lions, etc.
- Partnering with other organizations (“collabs”)
- Booths at markets and shows
- Promoting in internal company newsletters
- Presentations on actually useful topics
- Tables outside grocery stores
- Chalk art
- Creative art installations
- Community calendar submissions
- University event calendars
- Announcements at games and events
- Ambassador programs
- House parties
- Lunch-and-Learn events
- Educational workshops
- Workshops for specific niches/professions
- Blog and write on your OWN site
- Podcast and guest spots
- Yard signs
- Vehicle magnets
- Letter campaigns (can you imagine actually getting a real letter?)
Problem is, all these things are more work. The only thing social media has truly killed is newspaper advertising, which was a great local option.
The promise of social media was “See, everyone’s here. Post here. Everyone will see it.” But that promise is broken. It doesn’t work. You post there and it goes generally nowhere. And certainly not on your schedule.
Instead, these ideas require a little work, planning, and effort. You have to actually talk to people. You can’t just export some 10-second Canva template with your logo on it and slap it onto Facebook over lunch and expect the whole wide world to make it viral.
