Yvonne described social media as today's community noticeboard. While traditional sources of information such as newspapers and printed directories remain relevant in some circumstances, an increasing number of people turn to digital platforms when they want to find out what is happening in their local community.
For Rotary, this provides an opportunity to tell our story in our own voice.
More than promoting events
Yvonne explained that the purpose of RCME's social media presence is not simply to promote upcoming events.
The content aims to show:
- Who our members are
- What Rotary contributes to the community
- The projects we support
- The organisations we work alongside
- How funds raised by the club are used
- The difference our volunteers make
- The people and stories behind our activities
Rather than simply announcing that Rotary has made a donation, for example, the aim is to explain who benefits, why the project matters and what difference the contribution will make.
This approach helps create transparency and trust, while allowing people outside Rotary to understand the impact of the club's work.
Reaching different audiences
RCME is using several digital platforms, each with a different purpose.
Facebook provides a strong connection with the local community, families, supporters and existing Rotary networks.
Instagram provides an opportunity to reach a younger audience through shorter, highly visual content.
LinkedIn provides a professional networking platform where the club can connect with local businesses, professionals and corporate partners.
The RCME website provides the club's permanent online home and allows longer-form stories to be published. This is particularly useful for sharing detailed reports from guest speakers, community projects and significant Rotary activities.
The results
Yvonne shared some of the results from the club's social media activity, demonstrating that Rotary's reach extends well beyond its membership.
The club has grown its Facebook following from just over 400 followers to approximately 868, with a goal of reaching 1,000 followers by the end of the year.
Some individual posts have reached thousands of people, with the club recording more than one million views across its Facebook activity.
Interestingly, some of the most successful posts have not necessarily been the major events or campaigns. A short video showing the club setting up at the Mt Eliza Farmers Market, for example, reached an unexpectedly large audience.
This demonstrates the power of social media to introduce Rotary to people who may never otherwise encounter the club.
Members are our ambassadors
One of the most important messages from Yvonne's presentation was that members can help amplify the club's story without needing to create content themselves.
There are three simple actions:
Like a post.
Comment on a post.
Share a post.
Every interaction can help increase the visibility of Rotary content, while sharing a post can introduce the club's work to an entirely new audience.
In this sense, social media is simply a digital version of traditional word of mouth.
When a member tells a friend or colleague about a Rotary project, they are sharing our story. Social media allows that same story to reach hundreds or even thousands of people.
Staying safe online
Yvonne also acknowledged that some members are understandably cautious about social media and online scams.
Her advice was straightforward:
- Use a unique password for Facebook and other important accounts.
- Enable two-factor authentication.
- Do not accept friend requests from people you do not know.
- Be suspicious of unexpected messages asking for money.
- Do not click suspicious links.
- If a message appears to come from a friend asking for urgent financial assistance, contact that person directly using a known phone number.
- Review privacy settings and restrict personal information to trusted contacts.
- If something seems too good to be true, stop and check before responding.
Social media can be a powerful tool, but using it safely is essential.
Using technology to tell our story
Yvonne also demonstrated how technology, including artificial intelligence, is helping streamline the process of creating content.
Meeting and speaker presentations can be recorded and then used to create an initial summary for social media and a longer version for the website.
However, Yvonne emphasised that AI is a tool, not a replacement for human judgement. Every piece of content is reviewed and edited before publication, particularly to check names, facts, privacy and context.
Looking ahead, the club is also exploring further opportunities to use digital media, including greater collaboration with younger members and the possibility of developing a Rotary Club of Mt Eliza podcast.
Sharing the Rotary story
Ultimately, the purpose of the club's digital presence is simple: to help our community understand what Rotary does and why it matters.
People do not support Rotary because we meet on a Tuesday evening. They support Rotary because of what Rotary achieves.
Every community project, fundraiser, volunteer activity, partnership and member story provides an opportunity to demonstrate that impact.
And during Membership Month, sharing that story is more important than ever.
Follow. Like. Comment. Share. Tell someone about Rotary.
#RotaryClubMtEliza #RotaryDistrict9815 #PeopleOfAction #Rotary #MembershipMonth #CommunityService #RotaryInAction #MtEliza #MorningtonPeninsula