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The Tip of the Iceberg

Welcome to the final piece in my 17-part series on utilizing social media in your efforts to make the world a kinder place for animals. If you haven’t read the previous 16 pieces in this series, check them out ​here​.

No matter who you are or what your situation is, you can make tweaks to your social media presence to make it more effective. The animals are depending on you to take this tool and use it to the best of your ability.

Since I started writing this series nine months ago, I’ve had 150 million impressions of my posts across Facebook, Instagram, and Twitter. You don’t have to hit those kinds of numbers to make a difference, though. If you can go from 1,000 to 10,000, that is a HUGE victory for animals.

I don’t have a Ph.D. in social media science. I don’t pay to run ads. I’m just a person who has, for several years, looked at what works and what doesn’t work on social and fine-tuned my approach accordingly. You can do that too.

Don’t underestimate your voice on social. Many of the vegans I know went vegan as a result of coming across hard-hitting posts in their newsfeed. You’ve probably been impacted by things you’ve seen on Facebook, Instagram, and Twitter, too.

Optimizing your social media presence is all about doing the little things right and then throwing stuff at a wall to see what sticks. Learn from your past presence on social. See what works for others in your field. Tweak and fine-tune your approach and I guarantee you will get better results with time.

The impact you make on social media that you actually find out about will be just the tip of the iceberg in terms of the impact that you make over time.

For every person that tells you that you made a difference in their lives because of something you posted or said on social media, there are dozens of others who won't mention it but who were impacted nonetheless. Consider a few facts here. The majority of social media users are passive (so they're not actively liking, commenting, or sharing posts). People will often remember the video or photo that impacted them, but not necessarily the person who shared it. Lastly, lightbulb moments are rare. Most change comes slowly over time in a piecemeal way. It's about chipping away at the walls that people have up rather than hoping to demolish them entirely with one view of one post.

So keep chipping away at those walls, everyone. Take advantage of social media and its ability to further the cause of animal protection. The animals need us to use every tool at our disposal. They need you.

John Oberg

John Oberg is a social media pro, dedicated to making the world a kinder place for animals by utilizing the power of social media. He recently launched his own independent project for animals through Patreon. Prior to that, he served as Director of New Media for the international animal protection organization, The Humane League. And prior to that, John served as Director of Communications for Vegan Outreach. In both of these roles, John oversaw social media for the organizations which led to a tenfold increase in following in both, as well as over 1 billion views of content posted to these pages.

You can follow John on Twitter or donate to his Patreon
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