6 Social Media Tips for Rural Audiences

Social media can be a great way to connect with rural audiences; however, it can be very challenging for national and state organizations to build strong connections with rural communities. Just because a large organization has brand recognition in urban and suburban areas does not mean it will receive the same response from rural populations. Unfortunately, there are many misconceptions surrounding rural marketing practices, especially regarding digital and social media. The development of a rural-informed social media strategy can help government and nonprofit organizations connect with rural audiences online. 

Rural residents are very active users of social media - they just use social media differently than urban and suburban residents do. For example, rural residents get on social media less frequently than urban and suburban residents and tend to use social media from a functional perspective versus a lifestyle statement. Many rural residents rely on social media for information dissemination, research, and communication. Understanding the unique role that social media plays in rural life can help position public sector organizations to improve their rural outreach initiatives. 

Here are a few tips for developing a rural-informed social media strategy: 

Conduct community-specific market research. 

To be effective in social media marketing, organizations must recognize that every rural community is different and avoid making inaccurate assumptions about audiences. Communication and marketing professionals can conduct rural market research through multiple channels, including community discussion, meeting with community leaders and influencers, and collecting relevant data from surveys, publications, etc. Additionally, rural-focused organizations should incorporate community listening strategies into the overall social media strategy to stay apprised of current events and updated information regarding community member attitudes, priorities, and values. 

Develop social media messaging that resonates with rural audiences. 

When creating a rural-informed social media strategy, it's important to ensure the messaging aligns with the needs and concerns of the rural audience. Consider the target audience’s demographics, and consider a multi-generational approach to outreach. Rural communities are home to Baby Boomers, Gen Xers, Millennials, and Gen Zers. To be effective, social media messaging must resonate with the intended audience. Organizations should communicate the mission of their work, focusing on how the promoted program or service will impact the rural audience’s lives for the better. 

Social media content should be people-centered. 

When developing social media content for rural audiences, prioritize the development of people-centered digital content - spotlight the people behind the work. When information is “humanized,” social media users are more likely to be receptive to the content. This type of social media content puts a “face” to the program or organization and helps to build connections within rural communities. Examples of people-centered social media content include a Q&A with team members, client or employee spotlights, story takeovers, behind-the-scenes posts, and community interviews. 

Incorporate storytelling into social media strategy. 

Effective social media tells a story to engage the user and build a relationship. When developing social media content for rural audiences, don’t just relay facts; instead, communicate information in a personable, relatable, and meaningful way. Social media's many in-app features provide an excellent platform for public sector organizations to share their story. Neuroscience research has shown that storytelling cultivates a connection between the agency and its audiences. Storytelling has the potential to initiate a biochemical response that assists in developing empathy, trust, and openness towards the communicative organization. 

Recognize the diversity of our rural communities.

Rural communities are not a monolith. Many variations in background, culture, demographics, and needs exist across Rural America. Diversity within rural communities is increasing across multiple demographics - age, disability, sexual orientation, religious practices, political affiliation, socioeconomic class, and veteran status. A rural informed social media strategy will include content that reflects the people living in the rural communities. 

Here’s a checklist for diversity and inclusion in social media content development:

• Does the imagery reflect the actual demographics of the target audience?

• Is diversity of family structure portrayed in eth creative assets?

• What religious holiday observances are included in the content calendar?

• How is military service recognized in digital content?

• What disability-inclusive communication practices are evident?

• Are designs Section 508 Compliant? 

Adopt a community-driven, tailored approach to social media engagement.

Social media content should be tailored to the specific rural communities or regions the organization is trying to reach. The needs and concerns of a rural community in the Florida Panhandle may differ greatly from those observed in rural Montana, Maine, or West Virginia. It’s important to recognize the unique culture and history that may be present in rural communities, along with how current events may impact these rural communities.  Organizations should utilize market research to analyze internal and external influences on rural audiences. 

Additionally, organizations should develop strategic partnerships with trusted community organizations and leaders in rural areas. These alliances can help amplify social media content and outreach efforts. People are more likely to respond to new information from someone they already trust than a new source. This hyperlocalized influencer strategy leverages trustworthy sources to help bridge the gap between the outside organization and rural residents. 

Learn more about rural social media strategies:

If your government agency is looking for a creative partner to provide marketing consulting and management services, contact Becker Digital. We specialize in going beyond the screen and engaging diverse communities in a meaningful way. All of our work is customized to the organizational client’s needs. Contact us to schedule a complimentary call and learn more about how marketing strategy can enhance your organization’s mission.