Social media is a gateway to new audiences. In our digital age, nature centers and parks have the unique opportunity to bring the wonders of the outdoors to audiences worldwide. Social media, if used effectively, can be a powerful tool to not only promote these beautiful spaces but also to advance an organization's mission of conservation, education, and community engagement. Here's what we recommend:

• Know Your Audience - Start by understanding who your audience is. Are they local community members? Tourists? Environmental educators? Tailor your content accordingly. Platforms like Facebook Analytics and Instagram Insights can provide valuable data.

• The 95% Rule - 95% of your content should give your audience what they want: typically fun, funny, and visually stunning content. Good practices include visual storytelling, virtual tours, live content (think Q&A sessions with park rangers or behind-the-scenes content), and user-generated content like featuring photos and stories curated from a specific hashtag. Be Consistent and authentic.

• The Other 5% - Reserve only 5% of your posts for your priorities, and be engaging with it. Explain unique rules in fun ways. Use eye-catching graphics and countdowns to build excitement for events and Programs.

• Engage with Others - Collaborate with like-minded organizations on social media campaigns or challenges. Share each other's content, co-host webinars, or participate in global initiatives like Earth Day. Don’t forget social media is a two-way street. Regularly monitor comments and direct messages, and take the time to respond. Engaging with your audience helps build a sense of community.

• Analyze and Adapt - Use analytics tools to track your performance. Understand which posts resonate most with your audience, the best times to post, and areas of improvement. Platforms like Google Analytics and Sprout Social can be invaluable.

With a strategic approach to social media, organizations can reach a broader audience and move people up the Staircase to Stewardship.