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Social media posts drive action online. Every post is meant to get attention and inspire action, but most don't. Users decide in just half a second whether to pause on a post or keep scrolling. That's why your posts have to stand out.

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A mindful approach is key to reaching the goal of engaging new audiences through social media posts that earn likes, shares, comments, and follows.

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Here's the vision: Show the many sides of Special Olympics in ways that draw new people in to connect and feel a bond with all of the people of the movement.

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With that goal, take time to rethink how you think about creating social media posts. Here's how to do it.

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The best social media posts have these parts. There's an eye-catching photo or video, so it gets people to pause scrolling.

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The first sentence is compelling and draws people in from the very first words. It's written for people who don't know much about Special Olympics.

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Graphics use Special Olympics colors and the Ubuntu font to match our brand guidelines.

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The post has clear invitations to action--follow us, share with friends--that are easy for people to do. The post includes hashtags that help build the audience seeing it.

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Let's take these elements one by one. Tip One: use eye-catching photos and videos. Images are the first things people notice as they scroll. Interesting images draw the most attention.

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The best photos show people doing things, not just posing for the camera.

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Close ups of people in action, showing focus and connection during Special Olympics activities do grab attention.

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Posed photos can be eye-catching too, especially if they show welcoming expressions and genuine emotions.

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Even posed group shots can be interesting if you get close and try different angles.

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Video can be great for social media, but remember you have just half a second to grab attention. Find the best action and trim the videos to start there.

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Vertical videos are eye-catching and look great on mobile phones.

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Use them on Facebook, Instagram and TikTok if you can.

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Tip Two: Write for people who are new to Special Olympics.

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To reach new audiences and bring new people to the Special Olympics movement, you need to keep their point of view in mind. The first few words of your post need to be clear, interesting, and understandable to people who don't know much about Special Olympics.

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Give people posts about what they love: inspiring stories about overcoming challenges, work that makes a true difference in others’ lives, competitive sporting events, genuine examples of inclusion in their community, relatable stories about personal transformations. These are exactly the kinds of things that Special Olympics does every day.

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Posts like these need to start strong and grip people from the very first words.

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Save the background for later. Dive into the action with words and descriptions that show what Special Olympics is all about. Tip Three: Be sure to clearly and directly invite people to take action.

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This is the call to action. Follow us. Share. Support us. Join us.

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Ask for what you want.

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Make it easy to do. Provide details so people know how to do what you ask them to do.

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Tip Four: Build your audience with hashtags. In addition to asking for follows and shares, you can give your posts more exposure by including Special Olympics hashtags. Adding #InclusionRevolution, #ChooseToInclude and #Special Olympics add your post to many others

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with those same hashtags. Tag @SpecialOlympics so your post gets visibility among people following Special Olympics International's social media.

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Tip fFive: Follow Special Olympics brand guidelines in graphics. Special Olympics headquarters provides many graphics, and you should use them as guides when you make your own. When you do, be sure to use colors from the Special Olympics palette. In Canva, Photoshop, and other graphics programs, you can use the dropper tool or enter hex values to match colors to the palette.

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Use the official Ubuntu font for lettering and graphics if you can. Use Arial font if you can't use Ubuntu. Use the white red, black or gray Special Olympics logos.

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On dark backgrounds, use the white logo. On light-colored backgrounds, use a black or gray version of the logo. The all-red logo should always be used against solid white.

