Whether you’re a Landcare group, an extension officer, or part of a regional NRM body—social media probably wasn’t in your original job description. But here we are.

The truth is, if we want to reach landholders, share knowledge, and build trust in sustainable land and water management, social media can be a powerful tool in our kit. That doesn’t mean we all have to become influencers. But it does mean being a bit more deliberate about what we post and why.

Here are 10 takeaways from our recent work with peer-to-peer farming groups and extension officers—things that can truly transform the way you use social media.

1. Start with your purpose—not the platform

Before you post, ask: Why are we here? If you’re trying to get more people to a field day, showcase local practice change, or build awareness around seasonal challenges—be clear about that. Every post should link back to the change you’re trying to create.

2. Know your audience better than Meta does

You don’t need fancy analytics to know who you’re trying to reach. Think about their age, where they live, what they care about, and—most importantly—what time of day they’re on their phones.

3. Connection comes before campaigning

This is where a lot of organisations get it wrong. If your feed is full of ‘register now’, ‘tickets available’, and ‘apply by Friday’ posts… your followers will tune out. Use the content pyramid: spend most of your time building connection and conversation. Campaign sparingly.

4. Tell real stories

The best performing posts aren’t the flashy ones—they’re real, local, honest. Think: “Here’s how a grazing group on the Darling Downs reduced erosion and saved money doing it.” Use photos. Show people. Share progress. Be human.

5. Batch it and schedule it

We’re all juggling a million things. Don’t try to post every day on the fly. Instead, block out one hour a fortnight to plan and schedule. Meta’s Business Suite is free and works across Facebook and Instagram. Set and forget (mostly).

6. Use tools like ChatGPT + Canva (wisely)

We demo’d this in the workshop—AI is your new wingperson. ChatGPT can help draft posts or repurpose event blurbs. Canva is brilliant for graphics and templates. Just don’t publish anything AI writes without giving it a once-over. You’re still the brains of the operation.

7. Track what’s working—but don’t obsess

Check your insights every now and then. See what gets clicked, liked, or shared. But don’t get hung up on vanity metrics. A thoughtful comment from a landholder is worth more than 100 passive likes.

8. Make it visual and mobile-friendly

Over 90% of social media users are on their phones. So keep your graphics simple, your text short, and your videos snappy. Always include an image—any image is better than none.

9. Respond like a human

Reply to comments. Thank people for sharing. Ask questions. The algorithm loves engagement—but more importantly, so do real people. The best thing you can do is make someone feel heard.

10. Create culture, not just content

Social media should reflect your group’s identity. Not just what you do, but who you are. Are you hopeful? Practical? Quirky? Community-first? Show that. Be consistent. Be recognisable. Let your values shine through.

If you take just one thing away from this: social media isn’t about going viral. It’s about showing up consistently, telling your story well, and staying connected to the people you serve—whether they’re farmers, graziers, volunteers, or the next generation of land stewards.

Need help? We’re here to help get your team unskilled and ready to connect before the first handshake! We run social media training for agricultural groups, NRM organisations, land carers and any other movement wanting to have a sustainable impact on regional landscapes.