Social media marketing has become an essential tool for youth programs to showcase their impact and foster community engagement within their multiple audiences. J. Lee, an experienced educator and advocate for afterschool initiatives with over two decades of experience, recently shared valuable insights on harnessing the power of social media to tell your program’s story effectively.

Lee’s journey into youth development began with a desire to make a broader impact beyond the traditional classroom setting. “Originally I wanted to be a teacher,” Lee explains. “But there was something else calling me in the space of education that didn’t necessarily have to do with the classroom.” This calling led her to a youth development program, where she found her true passion.

During the pandemic, Lee created a podcast that eventually evolved into her youth development consulting agency, School After Hours. This experience highlighted the growing need for strategic planning, staffing support, and logistical assistance in after-school programs, where social media plays a significant role. 

The Power of Social Media in Youth Programs

Lee emphasizes the importance of embracing social media as a marketing tool for youth programs. “If we don’t jump into it at this point when it is popular, and as it’s the thing that’s never going to go away, we’ll be falling behind,” she warns. Social media serves as a marketing platform and a discovery tool for potential participants and their families.

The benefits of incorporating social media into youth programs are numerous and multifaceted:

1. Brand Awareness: Showcase your program’s identity and impact.
2. Engagement: Connect with potential volunteers, donors, and investors.
3. Community Building: Foster relationships with students, parents, and the broader community.

Lee advises program leaders to approach social media strategy using the four W’s framework:

1. Who: Identify your target audience.
2. What: Determine the content that resonates with your audience.
3. Where: Choose the most effective platforms for your message.
4. Why: Connect your social media efforts to your program’s core mission.

Crafting Compelling Content

When developing content, you include different perspectives. This approach ensures that your content speaks to various stakeholders and highlights the multifaceted nature of your youth program. There are a myriad of content types to engage your audience,  but some of the most effective are:

1. Behind-the-scenes footage
2. Testimonials
3. Tutorials
4. Entertainment and fun activities

Tip: Brainstorm categories and topics to create content around, with examples provided for various perspectives (students, staff, leadership).

Choosing the Right Platform

While Facebook remains the most popular social media platform with 3 billion users worldwide, you should consider your specific audience demographics when selecting platforms. 

For youth programs, platforms like Instagram and TikTok may be particularly effective due to their popularity among younger audiences. Lee personally favors Instagram for its versatility: “When it comes to creating my content, it’s Instagram because it has so many features that you can use.”

Pro tip: Conduct a poll to understand the audience’s social media usage and present strategies for telling a program’s story through social media.

Consistency and Planning

One of the key takeaways from Lee’s presentation is the importance of consistency in social media posting. However, she also emphasizes the need for realistic expectations:

“Be honest with yourself. Consistency is important too. I know you hear the word you should post every day. We have jobs, we have children, we have families. We’re not trying to post every day. Be a little bit more realistic.”

Lee recommends creating a content calendar and scheduling time for content creation. She suggests using tools like Canva, Adobe Express, CapCut, and InShot for content creation and editing. For scheduling posts, she recommends platforms like Metrical, Later, and Planoly.

Involving Students and Staff

To make social media management more manageable and engaging, Lee advises involving students and staff in the content creation process. “Make them part of the process. You don’t have to do it all by yourself,” she says. “Kids love a camera, some of them. So go ahead and create a little crew of your content creators.”

Measuring Success

Setting clear goals and metrics for your social media efforts is a must. Lee suggests using surveys to track how people discover your program and measuring engagement through likes, comments, and shares. These metrics can help you refine your strategy and demonstrate the impact of your social media efforts to stakeholders.

Looking Ahead

As youth programs continue to evolve, social media will play an increasingly important role in their success. By implementing Lee’s strategies and staying adaptable, youth program leaders can effectively harness the power of social media to amplify their impact, engage their communities, and inspire the next generation.

By embracing social media and following these expert tips, youth programs can create meaningful connections, showcase their value, and continue to make a positive difference in the lives of young people.