EP 44 / Stop Treating Social Media Like a Bulletin Board with Sheena Kalso

Business Tips

Mar 13

SHOW NOTES

If social media feels like one more thing on your never-ending nonprofit to-do list, this episode is for you.

I’m joined by Sheena Kalso, founder of Behind Your Scenes, a social media and video skills education company that helps established professionals show up on Instagram the way they already show up in real life. And Sheena understands the struggle firsthand: even while working as a social media manager for other people, she once went an entire year without posting on her own Instagram.

So if you’ve ever thought, I’m just not good at social media, you are definitely not alone.

Sheena breaks down how nonprofit leaders can stop overcomplicating content and start using social media for what it’s really good at: building human connection.

We talk about what to do when you hate being on camera, including Sheena’s surprisingly simple advice to start with B-roll. Instead of jumping straight into talking-head videos, film yourself doing the work you’re already doing—typing at your desk, preparing for an event, working with your team, or simply going about your day. You can pair that footage with a strong text hook that teaches your audience something or grabs their attention.

We also get into one of the biggest mistakes nonprofits make on social media: treating their feeds like bulletin boards filled with event announcements, donation requests, and organizational updates.

Sheena encourages nonprofits to put people back into their content. Show the humans behind your mission—from your executive director to your intern—and let your audience get to know your organization's “cast of characters.” As Sheena explains, people want to know who is behind the work they’re supporting.

And then we get into one of my favorite parts of the conversation: Instagram Stories and DMs.

Instead of seeing Instagram solely as a place to broadcast your message, Sheena suggests thinking of it like a networking room. Stories can help you stay top-of-mind with people you’ve recently met, while genuine DMs can turn online connections into real relationships. The key? Stop pitching and start acting like a human.

We also talk about why nonprofit leaders shouldn’t completely hand their voice over to someone else—or an AI-generated version of themselves. Your team can absolutely support your content, but the people who care about your organization want to hear from the real humans behind it.

Most importantly, Sheena reminds us that you don't need to become amazing at video overnight. Being visible is a skill you build through practice. Start small, post the imperfect thing, and keep going.

Because when it comes to social media, done really can be better than perfect.