Done-for-you tips to keep your brand active without doing much
Let’s be honest. If you’re a local publisher, social media is probably the last thing on your to-do list. You’re managing contributors, organizing layouts, chasing down advertisers, and maybe even delivering print copies. Social media? That’s the task you keep putting off. The good news? With the right systems in place, you don’t have to do much at all.
In this guide, we’ll show you how to maintain a consistent, engaging presence on platforms like Facebook and Instagram with minimal time, energy, or expertise.
Why You’re Not Posting (And Why That’s Okay)
Most local publishers aren’t social media experts. And they shouldn’t be. Your job is to publish stories, not to game the algorithm. Still, being visible on social media matters because your advertisers, readers, and sponsors are all there.
Here’s what’s getting in your way:
- You don’t know what to post
- You don’t have time to design or write
- You feel like no one is engaging anyway
That’s normal. And it’s exactly why Working Napkin exists to automate and simplify your social marketing.
Strategy #1: Use Templates (Yes, Really)
Templates are your best friend. With a set of branded templates for different post types, you never start from scratch.
Examples of easy templates:
- “Advertiser of the Week” – Feature a local business with their logo and contact info
- “Upcoming Issue Sneak Peek” – Highlight a story from next month’s issue
- “Local Throwback” – Post a photo from 10 years ago in your town
Strategy #2: Automate the Posting Schedule
Imagine logging into Facebook just once per month and still posting every week. That’s the magic of using automation tools.
We recommend:
- Create content in batches (or let Working Napkin do it)
- Schedule posts in advance
- Mix media: photos, quote graphics, videos, polls
Pro tip: Post 3–4 times per week. It’s enough to stay visible without overwhelming yourself or your audience.
Strategy #3: Rotate Post Types
Variety matters. People scroll past anything that looks the same day after day. Keep things fresh by rotating through different kinds of posts.
Here’s a sample 2-week rotation:
- Week 1, Mon: Quote from a local leader
- Week 1, Wed: Promote a local advertiser
- Week 1, Fri: Share a behind-the-scenes photo of your team
- Week 2, Mon: Highlight a community event
- Week 2, Wed: Repost a reader’s comment or photo
- Week 2, Fri: Link to your digital issue
Strategy #4: Repurpose What You Already Have
You don’t have to invent new content all the time. Your magazine is full of it.
Try this:
- Pull quotes from articles and turn them into graphics
- Screenshot your own print layout and share it with a caption
- Reshare reader photos or community stories
If you’ve published it once, you can use it again online.
Strategy #5: Let Working Napkin Do It All
This is the lazy guide, after all. So here’s your shortcut:
Working Napkin’s social automation includes:
- Done-for-you graphics and captions
- Branded to match your publication
- Scheduled and posted for you
- Reporting and insights in your dashboard
You don’t need to be on social every day to look like you are.
Final Thoughts: Consistency Over Perfection
If your feed has been quiet, that’s okay. Start small. A few branded, helpful posts each week go a long way in keeping you relevant.
You don’t need to “go viral.” You just need to be there.
