How to set up and run a social media page

Choose where to start

Start by finding out where the people you want to reach spend time online. Then begin with just one platform, and get a feel for how your group fits in before adding more. For help choosing, see social media for your local community projects.

Before you set up, decide:

• who will manage the page, and what they can post without checking first
• what kinds of updates you’ll share
• what language and tone you’ll use
• what formats you’ll use, such as photos, video or links.

Set up your page

Each platform’s help centre has step-by-step instructions for creating a page for a group or organisation. Most will ask you for:

• a profile photo: your group’s logo works best
• a cover or header image that shows what your group does. You can change it at any time to feature a current event or program
• an “about” section: fill it out fully, with a link to your website and your contact details.

People expect to find what they need at a glance, so give as much detail as the platform allows. Check each platform’s help centre for the right image sizes, as they change from time to time.

Mix shared and original content

Your posts can be a mix of:

• shared content: news articles, videos and updates from other organisations that relate to your work and audience
• original content: your own photos, videos, articles and events.

Partners, colleagues and your community can be a great source of content. Ask them to share photos and updates from events, meetings and workshops. You can also follow relevant hashtags and pages, and repost content with permission. Before you post photos or stories about people, get their consent. See ethical and legal considerations for how.

Plan your posts in advance

A simple content calendar helps you post regularly and avoid last-minute scrambles. Use a spreadsheet with a row for each post and columns for:

• the date and time
• the platform
• the post text
• the image, video or link
• who will post it.

Plan a few weeks ahead, and link posts to your events and to relevant awareness days or weeks.

Encourage people to take part

Posts that invite a response get more engagement. Try:

• asking open questions
• asking your community to share their experiences
• running a campaign that asks people to make a pledge or commitment to a positive change
• connecting with peer leaders and trusted local voices who can share or create content with you.

Check your page every day

Set aside 5 to 10 minutes in the morning and evening to check your page, respond to comments and keep conversations going. Responding quickly is one of the best ways to build engagement and followers.

Build your following

Once your page is set up:

• invite colleagues, friends, family and partners to follow it
• add your social media links to your website, newsletter, email signature and printed materials
• post often, so you stay in people’s feeds.

Growing a following takes time, so don’t be discouraged if it starts slowly.

Learn what works

Posts that get lots of likes, comments or shares are a sign you’ve hit the mark. When you review your posts, look at:

• the time and day you posted
• the format: video, photo or link
• how long the text was
• the hashtags, locations or accounts you tagged.

Your page’s insights or analytics will show when your followers are most often online, so you can schedule posts for those times.

Measure your results

Most platforms report on:

• impressions: how many times your posts were seen
• reach: how many different people saw them
• engagement: how many times people liked, commented, shared or clicked
• followers: how many people follow your page.

Choose the measures that match your goals. For example, track engagement if you want people to click through to your website, or follower growth if you want to show your group’s reach in the community.

When you’re ready to grow further, see how to reach a wider audience on social media.

Related information

• Social media for your local community projects
• How to work with local media
• How to run events, meetings and forums

Last reviewed: 30 October 2026