Why the Best Social Media Strategy Starts with Giving, Not Selling
By Anmol Harjani
Scroll through your social media feed for just five minutes.
You’ll probably come across a promotion, an advertisement, a company celebrating itself, another event invitation, and perhaps a post asking you to register, subscribe or buy something.
Now think about the last post you actually stopped to read.
What made it different?
More often than not, it wasn’t asking for your attention.
It had already earned it.
Whether it shared a fresh perspective, solved a problem, celebrated a community achievement or simply made you think differently, it gave you something valuable before asking for anything in return.
That’s the difference between using social media as a broadcasting tool and using it as a relationship-building platform.
For communications professionals, that distinction has never been more important.
Here’s a Challenge
Imagine your organization didn’t have the option to promote an event, advertise a service or announce a new initiative for an entire month.
Would your audience still have a reason to follow you?
It’s an uncomfortable question—but an important one.
Because the strongest communities aren’t built on constant promotion.
They’re built on consistent value.
People don’t return because they’re repeatedly asked to engage.
They return because every interaction leaves them feeling informed, inspired or connected.
Value Looks Different for Every Organization
Giving value doesn’t always mean producing lengthy reports or elaborate campaigns.
Sometimes, it’s much simpler.
For a nonprofit, it could mean sharing the story of a volunteer whose efforts created meaningful change.
For a municipality, it might be explaining a new policy in plain language.
For a communications team, it could be offering practical tips, highlighting lessons learned from a campaign or celebrating the work of colleagues across the profession.
The question isn’t, “What do we want to say today?”
The better question is,
“What would be genuinely useful for our audience today?”
That subtle shift changes everything.
Community Is Built Through Conversation
One of the biggest misconceptions about social media is that success depends on posting more often.
In reality, meaningful engagement comes from meaningful interaction.
Communities grow when organizations take the time to listen, respond and participate.
That might mean:
- Answering questions thoughtfully.
- Celebrating the achievements of partners and members.
- Responding to comments with genuine curiosity.
- Asking questions that encourage discussion instead of simply collecting likes.
- Sharing resources that help others succeed.
Communication has never been about speaking the loudest.
It’s about creating space for dialogue.
The Most Memorable Brands Make People Feel Something
Think about the organizations you admire most.
Chances are, you don’t remember every campaign they launched.
You remember how they consistently showed up.
You remember how they celebrated their community.
How they educated rather than overwhelmed.
How they acknowledged challenges with honesty.
How they shared knowledge freely.
Trust isn’t built in one viral post.
It’s built one interaction at a time.
Giving Creates Long-Term Value
One of the most rewarding aspects of working in communications is knowing that our work can make someone else’s day a little easier.
A student discovers career advice that boosts their confidence.
A volunteer feels recognized for their contribution.
A new professional learns a skill they can apply immediately.
A community member feels seen because their story was shared.
These moments may never appear in an analytics report.
But they’re often the interactions that matter most.
Metrics can tell us how many people viewed a post.
Only people can tell us whether it made a difference.
Before You Publish Your Next Post…
Pause for a moment and ask yourself:
- Does this educate?
- Does this inspire?
- Does this celebrate someone else?
- Does this answer a question?
- Does this encourage conversation?
- Would I stop to read this if it appeared in my own feed?
If the answer is yes, you’re already creating something valuable.
Because the most effective social media strategies aren’t built around algorithms.
They’re built around people.
And people remember the organizations that consistently give more than they ask.
A Thought to Take With You
The next time you’re planning content, don’t begin with,
“What do we want to post?”
Begin with,
“What does our community need from us today?”
That single question has the power to transform not only your social media strategy, but the relationships you build because of it.
Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.