I spend a lot of time looking at social media accounts.

Libraries. Charities. Small businesses. Corporate teams.

And within about 10 minutes, I can usually tell why something isn’t working.

1. Unclear messaging

One of the first things I notice when looking at a social media account is unclear messaging.

I can’t always tell what the organisation wants to be known for.

There may be a mix of posts, but no clear thread running through them. This can make it harder for people to understand what you do, how you help, and why they should keep following.

For libraries and community organisations, this is especially important because your work often covers many different services, programmes, and audiences.

A simple social media content plan or strategy can help you decide what messages need to show up consistently.

2. Inconsistent tone

Another common issue is inconsistent tone.

Some posts sound warm and human. Others feel very formal or generic.

It can feel like multiple voices, rather than one clear brand.

This does not mean every post needs to sound exactly the same. But your audience should get a consistent sense of who you are, what you stand for, and how you communicate.

For community organisations, tone matters because trust and connection are a big part of your work.

3. No clear call to action

Posts are often being shared, but there is no clear direction.

What should someone do next?

Should they book? Register? Comment? Visit a page? Share the post? Come along to an event? Ask a question?

A call to action does not need to be pushy. It simply helps people understand the next step.

4. Random posting

Another thing I notice quickly is random posting.

There is no visible rhythm.

It feels reactive rather than intentional.

This often happens when teams are busy and social media becomes something that gets done in the gaps. A post only goes up when there is an event to promote, an announcement to make, or a reminder to share.

5. Lots of effort, not much connection

Sometimes the content looks good, but it is not sparking much engagement.

That is usually a messaging or clarity issue, not a design issue.

Good design helps, but it cannot fix unclear communication.

The good news: these things are fixable

The good news is that these issues are all fixable.

And most of the time, they do not require more content.

They require:

• clearer messages

• better structure

• more consistency
  

The takeaway

If your social media feels like a lot of effort for very little return, it's often not about working harder. It's about getting clearer.

This is something I cover in my team training service: View social media training services here

If you or your team is ready to upskill and ensure you're posting following best practice techniques Book a free 15 -minute discovery call here

FAQ: Social media for libraries and community organisations

What should libraries post on social media?

Libraries can post about events, services, book recommendations, digital resources, community programmes, staff picks, behind-the-scenes updates, and answers to common questions. The most effective posts are clear, useful, and connected to what the library wants to be known for.

How can community organisations make social media easier?

Community organisations can make social media easier by creating a simple content plan. This helps reduce last-minute posting and gives the team a clearer structure to follow.

Why is my social media not getting much engagement?

Low engagement is often a messaging or clarity issue, not just a design issue. If your posts look good but are not connecting, check whether the message is clear, the tone is consistent, and the call to action is obvious.

Do we need to post more often?

Not always. Sometimes better results come from clearer messages, stronger structure, and more consistent posting rather than simply creating more content.