5 Social posts we've loved recently
Martyna Szumniak
At some point, someone said that impact comms need to be formal, dry and boring, and the industry just ran with it.
Well, that’s changing now.
We often speak to organisations stuck in a jargon-heavy, repetitive narrative, one with no clear direction or identity. And they're left wondering why people aren't engaging.
What many forget is that organic social isn’t a pure conversion engine, nor do people log into LinkedIn to read press release-style posts, accompanied by plain graphics. For many, social media is a break from reality, or a tool to discover new connections and opportunities. Both these things ask for an element of personality.
Social media isn’t a broadcast channel either — it’s a two-way street for organisations to engage with people, and vice versa. Whichever story you are telling, you need to do so with your audience and their attention in mind.
Of course we wouldn’t say anything without proof. So here are 5 posts we’ve loved recently from organisations doing good:
RSPB Keeping it real
No fancy graphics, no long captions. Just one photo of a cute bird (on brand) and an incredibly relatable line to go with it.
https://www.linkedin.com/posts/rspb_how-your-email-finds-me-activity-7482705755897479168-EREI
WWF April fools
Sometimes not participating in a trend is the right way to go, and we love how WWF flipped this one!
https://www.linkedin.com/posts/april-fools-2026-natures-best-pranks-ugcPost-7445018191770234880-ILk1
Ecosia ratings
Bringing an element of fun and gamification to a serious topic, seamlessly supporting their mission.
https://www.linkedin.com/posts/reforestation-beforeandafter-ecosia-ugcPost-7481242308462587904-PO1I/
Dog trust england squad
Tapping into world cup conversations, they curated their own line up of adorable pups and we’re here for it.
https://www.linkedin.com/posts/dogs-trust_if-the-england-squad-were-dogs-this-is-what-activity-7481739375442092032-d_lH?
Toney’s commitment pledge
Framed from a dating angle, the post plays on situation and commitment issues to highlight the impact they’ve already had on the chocolate industry.
Now most of these posts don’t have a CTA. They don’t tell you to sign up, or even follow the brand. And that’s the point: not all social posts have to. But over time, it’s posts like these that will help grow the profile’s reputation. It may not be the first bird post, or the second, but maybe by the third time a cute bird with a funny caption pops up on your feed you’ll think to yourself “hmm, what even is RSPB?” and then they’ve earned one more website visit, and maybe one more donation.
Not to sound like a cliché, but organic social media is a marathon, not a sprint. Consistent effort over time is what will build your brand reputation and recognition - not heavily branded assets or formal captions.
And remember, this will look different for every organisation. So your best bet is to go back to your mission and your audience, and go from there.
Not sure you have the resources for this kind of work? We’d love to help! Say hello@dante.media, and we’ll take it from there.
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