A summer camp we are connected to has recently increased their social media activity, posting on Facebook and Instagram in an attempt to inform parents that the camp is reopening after a two-year COVID hiatus, and to recruit staff for the upcoming season.
And, given their social media numbers (2.6K likes on facebook; 1.4K followers on Instagram), that probably seems like a good strategy:
But digging a bit deeper we can see from two recent posts that the content is only reaching a fraction of their audience.
Why is the reach so low? According to a Hootsuite article, “the average reach of an organic post on a Facebook Page hovers around 5.20% . . . roughly one in every 19 fans sees the page’s non-promoted content.”
One way to fix this is to pay to promote your posts by boosting or otherwise advertising. But another more effective and less expensive strategy would be to send out emails:
- Emails to parents of past campers informing them camp will be retunring to normal, and offering the same 10% early registration discount posted to Facebook.
- Emails to parents of past campers age 16 & 17 to tell them that the Leadership Training and Counselor Training programs are re-starting and encourage applications.
- Emails to past employees in good-standing inviting applications, before they move on to another summer camp.
Now you may be thinking – perhaps the camp has sent out these emails. But as a parent of both a past camper and past employee, I can tell you we have not received any such communications. We did, however, receive an email from the parent YMCA offering free COVID tests, even though we are not members, nor do we live in the state.
Social media channels like Facebook and Instagram should be part of your communication toolbox, but they should not be the only way you communicate with customers because too many will simply miss your message.