Have you ever explained something about your organisation and had someone say: “Wait, I didn’t know you did that?!”

That moment is usually a clue. Not that your audience isn’t paying attention, but that you may have been assuming they understood more than they actually do. It's something psychologists call the Curse of Knowledge.

The Curse of Knowledge and your social media content plan

The Curse of Knowledge happens when you know something so well that you forget what it’s like not to know it. And if you’ve been working in your organisation for a while, there’s a good chance it’s affecting your social media.

You know your services, your programmes, your language and your internal context.

But your audience doesn’t always have that same background.

That means your social media content plan or strategy needs to make space for simple explanations. The kind that may feel obvious to you, but are actually very useful to the people you’re trying to reach.

What should libraries post on social media?

Imagine you’re a library.

You know you offer:

• eBooks

• Audiobooks

• Study spaces

• Makerspaces

• Community programmes

• Heritage collections

• Research databases

• Technology support

It’s your everyday reality. But for many people in your community? The library is still:

“A place with books.”

That’s it. Not because they’re uninterested. They simply don’t know what they don’t know.

Social media for community organisations needs to have clear explanations

Charities and community organisations experience the Curse of Knowledge too.

Your team lives and breathes your mission.

You know:

• where funding goes

• how programmes operate

• the impact you’re making

• the challenges you’re solving

• But your supporters don’t have the same context.

Sometimes I see charities posting updates that make perfect sense internally but leave their audience wondering: “What exactly does this organisation do?”

The social media trap

The Curse of Knowledge often shows up in content like this:

“Join us for our annual community engagement initiative.”
“Applications are now open for Programme X.”
“Our new strategic framework has launched.”

The organisation knows exactly what those words mean.

The audience often doesn’t.

When organisations assume their audience understands as much as they do, they often skip over the explanations that actually build trust.

This applies to libraries, charities, community organisations and small businesses.

For example, a plumber knows the difference between:

• blocked drains

• hot water cylinders

• pressure issues

• pipe relining

Their customers don’t.

Most people just know - “Something’s broken.”

Your audience is usually starting from a much simpler place than you are.

How can I make my social media content clearer?

You can make your social media content clearer by writing for someone who is brand new to your organisation.

Every time you create a post, ask yourself:

“Would this make sense to someone who knows almost nothing about us?”

Not someone who works in the organisation. Not someone who has been following your social accounts for years. A newcomer. Someone seeing you for the very first time. Because that's often who you're actually writing for.

The best communicators repeat the obvious

One of the biggest mistakes organisations make is assuming they’ve already explained something. In reality, they’ve explained it to themselves.

The most effective social media accounts repeatedly answer questions like:

• What do we do?

• Who is this for?

• Why does it matter?

• How can we help?

This might feel repetitive to you, but it’s actually making your messaging super clear for your audience.

And clear messaging is what helps people understand, trust and remember your organisation.

What this means for your social media strategy

Before creating more content, it can be worth stepping back and asking:

• What are we assuming people already know?

• What questions do we hear all the time?

• What services do people constantly seem surprised by?

• What do new followers need to understand first?

Those answers are often where your best content lives.

Want help spotting what your social media is missing?

Ever wish you could have someone experienced look at your social media and tell you what to fix?

You need one of my strictly limited Social Media Breakthrough sessions.

This is your chance to get my eyes on your organisation’s social media and hear exactly what I would do to help you figure out what’s not working, what’s being missed, and what to focus on next, so your social media can start doing its job properly.

Book your Social Media Breakthrough session here:

https://vervesocialmedia.com/social-media-breakthrough

FAQ: Social media for libraries and community organisations

What should libraries post on social media?

Libraries should post about ALL their services, spaces, resources and support available to the community. This can include eBooks, audiobooks, events, study spaces, technology help, research tools and community programmes.

How often should community organisations explain what they do?

More often than you think. Even if you’ve explained something before, new people are finding your organisation all the time. Repeating simple, clear explanations helps your audience understand and remember what you offer.

What is the Curse of Knowledge in social media?

The Curse of Knowledge happens when you know something so well that you forget what it’s like not to know it. On social media, this can lead organisations to skip important explanations or use language their audience doesn’t fully understand.

How do I know if my social media is assuming too much?

Look for the things people are often surprised by, confused about or regularly asking. These are signs that your content may need to explain the basics more clearly.