Simple, practical ways to show up online, even if you're short on time and resources.
Most organizations know social media is important. But knowing why it matters isn’t the same as knowing how to do it well, especially when you don’t have a dedicated marketing team. That’s the reality for many public agencies, transit systems, city departments, and small businesses: the work is critical, but the marketing support is stretched thin.
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At CRAFT, we help teams make the most of what they have. This guide breaks down how to approach social media simply, strategically, and sustainably, even if you’re wearing multiple hats.

What Social Media Can Do for You
Whether you're running a transit alert system, promoting a public event, or growing a small business, social media can help you:

• Keep your community informed
• Build trust and transparency
• Promote programs and initiatives
• Attract talent and boost recruitment
• Share stories that matter
  
  

And the good news? You don’t need to post daily or go viral. You just need to show up consistently and clearly.

How to Use the Big 3 Platforms

Facebook
Best for: Community updates, event promotions, alerts, and public outreach

• Great for local audiences and multi-generational reach
• Use visuals and short, clear messages
• Tag partners and community organizations
• Consider boosting key posts ($10–$50 can go a long way for visibility)
  
  

Instagram
Best for: Photos, videos, community engagement, and storytelling

• Share behind-the-scenes, events, milestones
• Use Stories and Reels to get more visibility
• Keep captions short and human—think like a tour guide
• Use 5–10 relevant hashtags (not 30)
  
  

LinkedIn
Best for: Professional updates, hiring, thought leadership, partner visibility

• Ideal for B2B, public sector updates, or recruiting
• Highlight wins, partnerships, staff milestones
• Post with purpose: 1–2x per week is fine
• Encourage your team to re-share and comment for added reach

How to Post Smarter, Not Harder.

Batch and Schedule Your Posts
Use free or low-cost tools like Buffer, Later, or Meta Business Suite to schedule posts in advance. You can plan a week or month at a time, freeing you up to focus on other things.

Reuse and Repurpose
One story = many posts. A community event can become:

• A Facebook event listing
• A photo recap on Instagram
• A thank-you post on LinkedIn
• A short video with community reactions
  
  

Use Boosted Posts and Basic Ads (When It Matters)
Don’t run ads all the time. But for things like a job opening, public meeting, or safety campaign, a $25–$100 Facebook or Instagram boost can significantly increase reach, especially to people outside your current followers.

Partner with Community Influencers
You don’t need to hire celebrities. Think local: a librarian, teacher, youth leader, or nonprofit partner. Ask them to help spread the word by re-sharing your content or tagging your page.

Create a Simple Template Library
Use Canva to build reusable templates for alerts, events, quotes, and reminders. This saves time and ensures everything looks consistent, even if multiple people post.

A Few Quick Tips for Content That Works

• Use photos or video whenever possible, posts with visuals get 2x more engagement
• Write like a person, not a press release
• Include a call to action (RSVP, learn more, tell a friend)
• Respond to comments, it builds trust
• Track what works, but don’t obsess, consistency matters more than perfection

CRAFT Helps You Build Sustainable Marketing, Even with a Small Team
At CRAFT, we work with cities, transit agencies, nonprofits, and small business teams to create social media systems that scale. Whether you need a content calendar, templates, training, or someone to help build your first strategy, we’ll help you build a plan that works for your bandwidth.

You don’t need to be everywhere. You just need to show up in the right way.
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Let’s make your message go further. www.cocraft.org

(And Yes, the Robots Are Watching)If you feel like AI is advancing faster than you can say "ChatGPT," you’re not alone. The past few years have been a whirlwind of innovation, with AI evolving from a sci-fi fantasy to an undeniable force reshaping industries, economies, and—let’s be honest—our dinner table conversations. While China’s emergence as an AI powerhouse has grabbed headlines, the truth is that the AI revolution isn’t limited to one country or one company. It’s global, and the stakes are higher than ever. So, what does this all mean for businesses, and how can leaders prepare for the next wave of AI-driven transformation?

The Changing AI Landscape: More Than Just One PlayerFor years, the conversation around AI leadership has centered on the U.S. and China. Companies like OpenAI, Google DeepMind, and Anthropic are pushing boundaries in the West, while China’s heavyweights—Baidu, Tencent, and DeepSeek—are accelerating progress with their own models and infrastructure. But AI development is no longer a two-player game.

The European Union is investing heavily in AI ethics and regulation while fostering innovation through initiatives like the European AI Act. India is rapidly becoming an AI hub, leveraging its tech talent and vast datasets. The Middle East, led by nations like the UAE and Saudi Arabia, is pouring billions into AI research and development to drive economic diversification. Even smaller countries like Canada are making strides in specialized AI applications.

The point? The AI race isn’t just about who builds the biggest model; it’s about who applies it best. The next decade will be defined by how industries leverage AI, rather than just who owns the most GPUs.

Industries Benefiting the Most from AIAI isn’t just for tech giants. It’s transforming virtually every industry, creating efficiencies, new capabilities, and competitive advantages across sectors:

Healthcare: AI-powered diagnostics, personalized medicine, and robotic-assisted surgeries are improving patient outcomes and cutting costs.

Manufacturing: Smart factories use AI for predictive maintenance, reducing downtime and improving supply chain resilience.

Finance: AI-driven fraud detection, algorithmic trading, and customer service chatbots are streamlining operations and security.

Automotive & Transportation: Autonomous vehicles, AI-optimized logistics, and smart traffic management are revolutionizing mobility.

Energy & Sustainability: AI is optimizing grid management, advancing renewable energy solutions, and driving efficiency in resource management.

Retail & E-commerce: AI is powering personalized recommendations, inventory forecasting, and even virtual shopping assistants.

How Businesses Can Prepare for the AI-Driven FutureWith all this rapid progress, how can companies stay ahead? The key is to move from passive AI awareness to active AI adoption—strategically and responsibly.

Here’s how:
1. Invest in AI Talent & Training: The companies that win in AI will be the ones that invest in their people. Upskilling employees, hiring AI specialists, and fostering a culture of continuous learning will be essential. AI isn’t replacing people—it’s amplifying them.

2. Leverage AI for Efficiency, Not Just Novelty: AI should solve real business problems, not just be a flashy addition. Whether it’s automating workflows, enhancing customer interactions, or improving supply chain management, companies should focus on practical applications that drive ROI.

3. Adopt Responsible AI Practices: With great power comes great responsibility. AI governance frameworks are critical to ensure transparency, fairness, and compliance with emerging global regulations. Leaders must integrate ethical AI considerations into their strategy to maintain trust and credibility.

4. Collaborate, Don’t Compete (At Least Not Always): AI is an ecosystem play. Strategic partnerships—with academia, AI startups, and even competitors—can accelerate adoption and innovation. No single company can build and deploy AI alone at the scale needed for industry-wide transformation.

5. Keep Humans at the Center: Technology should serve people, not the other way around. AI should enhance human decision-making, creativity, and efficiency rather than replace critical thinking and personal connections. The most successful AI strategies will be those that complement human expertise, not undermine it.

The Future of AI: Adapt or Fall Behind (Cue evil villian laugh)The AI revolution is no longer on the horizon—it’s here. Companies that wait for a "perfect moment" to engage with AI risk falling behind. The winners of the next decade will be those who embrace AI not just as a technology, but as a transformative force that requires thoughtful integration, ethical responsibility, and a commitment to putting people first.

So, is the AI race just beginning? Not exactly. It’s already well underway. But the question isn’t just about who’s leading—it’s about who’s ready to adapt, innovate, and use AI to shape the future of business and society.
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Your move.