Yanira Castro’s Post

Friday Night Musings at The Airport Those of us pushing 50 remember when social media was ONE person's job. Back then, social media was simpler: • There were no Reels, TikToks, or Stories. • Videos weren’t the main focus. • The algorithm didn’t constantly bury your content. • There were fewer platforms to worry about—Facebook and Twitter were enough. • There wasn’t an endless competition for likes, shares, and comments. • You didn’t need to be a professional graphic designer, photographer, or video editor. • Influencers weren’t even a thing. • Content didn’t have to be perfectly curated—it was more about connection than aesthetics. • Ads weren’t necessary to reach your audience. Organic reach was real. • There weren’t multiple formats to create for every single post (video, carousel, captions, hashtags, SEO...). It was just you, posting consistently, engaging with your audience, and building community. Fast forward to 2025, and social media has evolved into a multi-dimensional beast. Now it demands: • Strategy, copywriting, and analytics. • Video production and editing. • Influencer and community management. • SEO optimization for every post. • Ad campaigns to even get seen. • Engagement across multiple platforms, each with its own rules and trends. It’s no longer something one person can reasonably handle. Nonprofits and companies need to recognize this shift. Social media isn’t just a single role anymore—it’s a team effort. If we want our strategies to succeed, we need to resource it accordingly. Let’s stop treating social media like it’s still 2010. Invest in DIGITAL STRATEGY which includes social media and a whole lot more. And now is NOT the time to disinvest in this work. It's actually time to double down. #socialmedia #digitalstrategy #DoingWellByDoingGood