Club Social Media

Setting up and running your club's social media so it actually reaches your community.

Why social media matters for a club

For most people, your Facebook page reaches more of the community than your website does, and it reaches them where they already are. Your website is the asset you own; social media is rented land that sends people to it. The two should feed each other: social posts get reach, and each significant one should link back to a fuller story on your website.

The club audit reviews whichever platforms you have (Facebook, Instagram, LinkedIn, TikTok) for completeness, posting cadence, content mix, cross-linking, and whether your name, logo, meeting details and contact stay consistent everywhere.

Which platforms

  • Facebook is essential. It is where community groups, events and older-to-middle audiences are most active, and it carries events, photo albums and a public page with reviews.
  • Instagram is worth having for visual, event-driven content and to reach younger families. Link it to Facebook through Meta Business Suite so you can post to both at once.
  • TikTok suits short, informal video of projects and events, and reaches the youngest audience. Only take it on if someone will keep it fed.
  • LinkedIn is optional but useful for vocational networking and reaching working-age professionals for membership.

You do not need to be on every platform. Two done well (Facebook plus one other) beat four left stale.

Setting up a page properly

  • Use a Facebook Page (not a personal profile or a group) for the club, so anyone can find and follow it without a friend request.
  • Fill in every field: About, a clear description, the website link, meeting time and location, contact email, and the club's service area.
  • Use an on-brand profile photo (the Rotary masterbrand wheel or your club logo) and a cover photo showing members in action.
  • Make sure at least two members have admin or editor access, so the page is never locked out if one person is unavailable.
  • Keep your name, address and phone consistent with your website and Google Business Profile. Inconsistent details confuse both people and search engines.
Never rely on one person. Pages get orphaned when the only admin leaves the club or changes phone. Add a second admin today and review the admin list each changeover.

What to post, and how often

  • Aim for a steady cadence rather than bursts: roughly one to three posts a week is plenty for most clubs. An account that has not posted in months reads as inactive.
  • Follow the People of Action approach: lead with beneficiaries and outcomes, not the club process. "Local kids get new playground equipment" beats "Club presents cheque to council."
  • Mix your content: project photos, event promotion and reminders, member spotlights, community thank-yous, and the occasional call to action (come to a meeting, volunteer, donate).
  • Use genuine photos of real people and activity. Get signed permission from anyone identifiable, and take extra care with photos of children or young people.
  • Write short. One or two sentences, a clear photo, and a link if there is more to read.

Make your website and social feed each other

  • Add social icons to your website header or footer so visitors can find and follow you.
  • Put your website link in every social profile's bio or About section, and check it is current.
  • When you publish a news story on the website, share it to social with a short intro and the link.
  • When something happens on social that deserves a permanent home (a big project, an award), write it up on the website too.

Tools that help

  • Meta Business Suite - schedule and cross-post to Facebook and Instagram, and manage messages and page roles from one place.
  • Canva - design on-brand posts and tiles. See this portal's Canva section for how to get it free for nonprofits and stay on brand.
  • The Rotary Brand Center's People of Action photos, videos and templates - professional, ready-to-use assets that beat generic stock images.
Batch and schedule. Set aside an hour to plan and schedule a fortnight of posts at once, rather than scrambling for something to post each day. A simple content calendar keeps the cadence steady through busy periods.

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