Online Communication
Why do we need to share information online about our growing projects? How can we make the most of social media? What can we do to make it simple and effective? Kirsty Thomas, designer and gardener, shares some tips on making your online communication impactful, fun, meaningful and painless.
Social media and online communication can seem daunting and might feel like time wasted when we could be out in the garden, but as community food growers we are part of a world-wide movement and how we tell our story can impact lives, change opinions and inspire others.
And we’re lucky, because vegetables are really photogenic and there is always something beautiful to share in the garden.
Online communication comes in lots of different guises… Facebook, Instagram, Twitter and TikTok are all to be found on smartphones so can be accessible and simple to use. Websites and mailing lists need a little more time and effort but work really well to target your local community, share bigger projects and reach people directly.
The good people at Incredible Edible said it well, “The best social media isn’t just about posting pictures of what you have grown but about creating a two-way conversation with people about why you did it and what it means to you. Like all good conversation it is about listening as well as speaking – it is a two way street.”
Choose which social media platforms you want to use. Look around them and see which is a good fit for your project. Facebook, Instagram and Twitter can all be connected to each other so it’s really easy to post to all three at the press of a button, tripling your engagement.
Once you’ve picked your platforms make sure that your profile is accurate and informative. If you have a website or email address share this in your profile so people have other methods of reaching you. Likewise make sure people know exactly where your growing project is located.
Decide who will be responsible for your social media and online communication. Most platforms allow more than one administrator which means you can share the workload but it’s a good idea to set some ground rules so that your “feeds” look consistent, professional and engaging.
Create amazing content! Nobody likes pixelated photos, spelling mistakes or bad grammar and people engage best with positive, inspiring posts. If you have a smart phone you can create beautiful photos and films to share (we have a guide to that here) without bringing in the pros. And with a bit of practice you can use in-app editing to create simple Reels (films) with music and text to really wow your followers!
Getting people to follow you on social media can seem like a big mystery. The best way to find new followers is to find people you like on each platform and follow them - if they share your values they might follow you back and spread the word. Facebook groups are also a great way to find similar people online and wonderful places to share your events and news. On Instagram, hashtags are a good way to engage new followers. For example #communityorchard will bring up over a thousand posts all from likeminded growers.
Why you are posting? Do you want to share some news, ask a question, promote an event? Try to post things that people can share, chat about, respond to. A photo of a giant leek is always fun but asking your audience to share their biggest vegetable stories will really get people talking!
Social media etiquette… nobody likes a troll. Use your social media to spread positivity, action and inspiration.
Websites are a step up from social media and most community growing projects manage without. If you are considering building a website, employing a professional web designer is money well spent. A bad website can easily send people running for the hills!
Digital newsletters are a great way to update your audience once things are really established. You must adhere to GDPR legislation when collecting and storing peoples contact details so its worth doing a bit of research into this before setting up.
Don’t get overwhelmed… using online marketing can become all consuming. Switch of notifications, share the task with others and make sure you are still spending lots of time growing!