In this expert Q&A, Brittany Gardner, the content strategist and writer at the YMCA of Greater Louisville, discusses a viral social media marketing moment at her Y, which unexpectedly gained two million views on Facebook.
She explains how the situation became a strategic opportunity to showcase the YMCA’s brand, highlighting their approach to social media storytelling. Gardner emphasizes the importance of creating authentic, engaging content that encourages user interaction, sharing shorter videos, maintaining strong communication across branch locations and more.
Summary of Q&A
- Deer Incident Description
Gardner detailed a situation in which a deer walked into the Chestnut Street YMCA branch lobby, which was captured on video. The deer was slowly escorted out by a police officer. She edited the video, added music and posted it on social media, not expecting much traction.
- Social Media Response
However, the video gained over two million views on Facebook within days, with extensive sharing among viewers. It was picked up by local, national and international news outlets, reaching audiences as far as Australia. Instagram and YouTube Shorts also contributed to its viral spread online.
- Other Social Media Strategies
Brittany highlighted storytelling through video as a key strategy for community rec centers, focusing on the following strategies:
- Creating authentic, people-centered content.
- Making videos shorter, between (15-30 seconds).
- Developing shareable, relatable posts that will receive reaction in your community.
- Encouraging user engagement through creative content like fun Valentine’s Day and Mother’s Day-themed posts.
- Tips for Community Presence and Marketing
Gardner’s key advice included:
- Maintain strong communication with staff across all branches.
- Continuously learn about all social media trends, as they are ever-changing.
- Be an active social media user.
- Experiment with new platforms and features.
- Create content that people want to share and relate to.
The overall conversation emphasized the importance of authenticity, engagement and adaptability in social media marketing.
