Organic social: native, tested, repeated

The fit scores are my judgement, not data. Each one counts how much of the audience is on the platform twice, and how well the platform's native format serves the goal once, out of 10. The better the fit, the closer the orbit.

1. X

   Native format

   Short posts and replies, a thread when there's more to say, a photo when it helps. The reply is as much the format as the post.

   Unwritten rules

   • Talk with people, not at them. Replies and quote posts do more than announcements.
   • One idea a post, in plain words, with a hashtag or two at most.
   • Be quick and a little human. A dry line beats a press release.

   First draft for Northfield: an X post

   Saturday's food rescue was back by noon, with the van full from stores near campus. Two seats left in it this week. Reply "van" and we'll send you the sign-up.

2. LinkedIn

   Native format

   Text-led posts with a strong first line, photo or document carousels, and comment threads that carry the post on. People read it at work, so it rewards something useful.

   Unwritten rules

   • Lead with proof or a lesson, not an announcement.
   • People travel further than pages, so the volunteers who run things should post as themselves.
   • Make the first two lines earn the tap on "see more".

   First draft for Northfield: a LinkedIn post for food partners

   Every week a store near campus throws out food that's still good, because it can't sell it by the date on the label. We're students. We pick it up within two hours and it's on a family's table that weekend. If you run a grocery store or a kitchen and would rather your food went there, message me. One call sets it up.

   First draft: a second LinkedIn post, a lesson

   What running a food rescue taught me about operations: food is easy to find, and drivers are hard. Most weeks we turn food away because the van is full and nobody's free for a second run. If your team plans a volunteer day this term, two hours on a Saturday morning would change that.

3. Instagram

   Native format

   Photos, carousels and Reels, with the caption as a second read. People take in the grid at a glance, so the account should feel like one place.

   Unwritten rules

   • Texture first: the crates, the van, the hands, the actual food.
   • Carousels get saved and sent on, so make one worth keeping.
   • A hook in the caption's first line, one clear ask, and most hashtags in the first comment.

   First draft for Northfield: an Instagram carousel

   1. A crate of bread at seven in the morning, and the words "This was going in the bin."
   2. The van, loaded.
   3. A volunteer handing a bag across the pantry counter.
   4. "Two hours. Saturday mornings. No experience."
   5. "Sign up through the link in our bio."

   Caption: Saturday's run, start to finish. Swipe to see where the bread ended up.

4. TikTok

   Native format

   Vertical video, usually under a minute, built on a sound, a trend or a format people already know, then turned to your own point.

   Unwritten rules

   • Take the trend and add the twist only you could add.
   • Hook in the first second, and caption it so it works on mute.
   • Made on a phone is fine. Looking like an ad isn't.

   First draft for Northfield: a short-form storyboard, about 20 seconds

   1. 0 to 2 sA phone alarm at 6:45 on a Saturday. On screen: "POV: you signed up for the food rescue."
   2. 2 to 8 sQuick cuts of the van, a store's back door, crates going in.
   3. 8 to 14 sThe same food laid out at the pantry, and a volunteer's thumbs-up.
   4. 14 to 20 s"Back by noon. Coffee's on us. Link in bio."

   Captions burned in the whole way, so it works with the sound off.

5. Facebook

   Native format

   Posts, events and local groups. For a local cause a lot of the neighbours and parents are here, and an event page does much of the work.

   Unwritten rules

   • Anything with a date becomes an event, so people can say they're going and get a reminder.
   • Post where people already read, in the local groups, and answer every comment.
   • Keep it about the length of a text message, with one clear photo.

   First draft for Northfield: a Facebook event post

   Northfield Food Bank runs a food rescue every Saturday this spring. We collect good food that stores can't sell and get it to the pantry the same morning. We need drivers and packers from 8 to noon, and no experience is needed. Tap Going on the event and we'll message you the details.