Recruitment-ReadyGrow your unit with help from social media and locally famous parents.

Look around the room at your next Scout meeting. What if the mom of your newest Scout has 1,000 Instagram followers? What if her friend is a photographer? The dad sitting next to her might make a living in marketing and communications.

This year could be your best recruiting season ever if you take advantage of the people in your unit with social media skill and a willingness to help, says Ben Buckelew, Scouting America’s vice president of member engagement.

“Your best recruiting might be a conversation away,” Buckelew says.

The idea extends beyond recruiting nights. Parents with social media followings can help establish relationships with schools, connect units with community leaders and identify opportunities that outsiders might never discover. Buckelew also says units should think more strategically about social media.

Instead of simply posting photos to a pack or troop page, he recommends creating an influencer-style campaign. The goal is to equip parents with ready-made content they can share with their own networks. He compares the idea to how companies provide templates and talking points to brand ambassadors.

“Let’s come up with an influencer campaign,” he says. “Provide parents with logos, images from previous outings and a call to action.”

Imagine dozens of parents posting camp photos and hiking adventures using common messaging and hashtags. Collectively, those posts from parents already in your meeting could reach hundreds or even thousands of local families.

The strategy works because people trust recommendations from friends and neighbors more than traditional advertising. When parents share stories about the positive experiences their children are having in Scouting, the message feels authentic. Units that help those parents tell their Scouting stories can dramatically extend their reach.

Buckelew says recruiting should not be the responsibility of a few dedicated volunteers. Every family in the unit can become an advocate. The challenge is providing them with the tools, messaging and encouragement to share the Scouting experience with others.

Tip: Take advantage of Scouting America’s brand center, where you’ll find logos, brand guidelines, photos, videos and more. Scouting America’s recruitment resources include a social media calendar and recruiting campaign kit.

On Scouting asked social media expert Marc Chapuis (who’s also Scouting America’s interactive content manager) for social media best practices.

On Scouting: What are the three biggest mistakes made on social media?

Marc Chapuis: First, they post logistics instead of stories. Meeting times, permission slips and reminders aren’t compelling or even interesting. They’re administrative chores. A kid’s face lighting up after tying that first knot beats “Troop meeting is at 7 p.m.” every time. Email logistics. Save stories for social.

Second, they post inconsistently, going quiet for weeks then dumping five posts at once. Followers stop checking an unreliable account.

Third, nobody owns it. Social media gets handed to whichever volunteer has free time, with no plan behind it, so the account stalls the moment that person burns out. Assign real ownership with a simple, manageable content calendar that doesn’t overwhelm your volunteer.

OS: How do you find hidden influencers and content creators?

MC: Every pack and troop probably has a parent who does social media for a living, an alumnus with thousands of followers or the Scout who’s weirdly great at video editing. Most units never find these people because they never ask.

Start with a simple, low-pressure survey at your next parent meeting or in your welcome email: “Do you work in marketing, media or content creation? Do you enjoy photography or video?”

You’re not recruiting for a job. You’re asking for a favor. Ask directly with low pressure. Keep the ask small, like reviewing one post or taking pictures at one event. “Will you run our social media?” gets a much different response than “Will you take photos at our next event?” People say yes to a small favor. They say no to a job description.

OS: What can people do right now to be ready for fall recruitment?

MC: Most units post sign-up flyers and event dates. Prospective families don’t connect with flyers. They connect with other parents. A short video or photo series of a real family talking about why their Scout loves the program — filmed casually, not produced like a commercial — does wonders.

Ask two or three families per month to participate. Keep it simple. A few photos, some positive quotes and a couple of short videos will give you enough content to run through fall.

OS: How often should I post?

MC: Consistency matters more than volume. A predictable rhythm lets your audience know what to expect. Ideally, three or four times per week on Facebook and three to five times a week on Instagram is enough. If you can only commit to twice a week, commit to twice a week forever. Don’t chase a number you’ll abandon in a month.

• Take advantage of a captive audience at National Night Out
• Signs are a great way to keep Scouting in front of your community
• Cultivate great relationships with your local schools
• Find a great speaker for your next meeting
• Update your BeAScout Pin to make sure Scouts can find your unit

Photo: Getty Images/We Are