SCROLLING IN SILENCE: WHY YOUR ORGANIZATION IS TALKING TO ITSELF

Social media has become the global town square, the digital minbar, the modern souq where ideas are exchanged, organizations are shaped, and reputations are made—or lost. Yet many organizations, particularly those centered on faith, culture, and service, still approach it like a loudspeaker rather than a conversation.

Let’s unpack some of the most common mistakes organizations make in this ever-evolving digital space and how they can do better.

THE MONOLOGUE APPROACH: TALKING BUT NOT LISTENING

You’ve probably attended a khutbah where the imam reads from a script, never making eye contact, never engaging, just going through the motions. You feel disconnected. That’s what happens when organizations treat social media as a place to broadcast rather than connect.

Social media is a two-way street. If people comment, message, or share your post, they want to interact. Ignoring them is like delivering a speech and then walking away when someone raises their hand.

Instead, try this:

• Respond to comments as if you’re having a real conversation.

• Ask questions that invite engagement.

• See your followers as part of a community, not just spectators.
  

THE CHAMELEON SYNDROME: CHASING EVERY TREND

There’s a difference between staying relevant and losing yourself. Some organizations will hop on any trend, even if it has nothing to do with their values or mission. This is how you end up with organizations promoting dhikr beads to wear at the viral dance challenge while trying to maintain a serious and purposeful message.

Jumping on every trend can water down your voice. Yes, it’s good to stay updated, but not at the cost of your authenticity and certainly not at the cost of your principles.

What to do instead:

• Stay true to your core message.

• Only engage with trends that naturally align with your organization.

• Remember, your community follows you for what you uniquely bring, not for how well you imitate everyone else.
  

THE SILENT FILM STRATEGY: INCONSISTENT POSTING

Imagine going to a weekly dars (Islamic lesson) that captivates the community with meaningful knowledge—only for the teacher to suddenly disappear for months, leaving the community wondering if the lesson has ended or will ever return. How long before people stop coming to the lesson? That’s what happens with organizations when they post inconsistently on social media—people lose interest, engagement drops, trust erodes, and people stop showing up.

If your community doesn’t know when to expect you, they’ll forget you exist.

How to fix it:

• Create a content schedule and stick to it.

• Even if you only post once a week, be consistent.

• Keep the conversation going between posts by engaging with comments and messages.
  

BUILDING CONNECTIONS OVER PROMOTION

No one enjoys constant promotion. Imagine attending a halaqa and instead of 'Ilm, you get “Support us! Donate now! Sign up today!” That’s exactly how the community feels when organizations only post about their programs and initiatives without fostering genuine engagement.

Your community craves connection and value. They don’t just want to be told what to support—they want to be part of something meaningful.

Instead of this:

• “DONATE NOW!”

• “SIGN UP TODAY!”

• “SUPPORT US!”

Try this:

• Share behind-the-scenes content about your work.

• Share stories and insights about your community.

• Talk about your mission and why your organization exists.

People connect to organizations they trust. Build trust first, serve with sincerity, and engagement will follow.

THE METRICS BLINDSPOT

Your analytics tell you who’s listening, what they like, and what makes them tune out. Ignoring data is like walking to the kitchen blindfolded—you might get there, but you’ll bump into a lot of things along the way.

How to fix it:

• Check your engagement and see what resonates.

• Track which posts get shared and spark conversations.

• Adjust your approach based on real feedback.
  

FINAL THOUGHTS: KEEP IT REAL, KEEP IT CONSISTENT, KEEP IT HUMAN

Social media is about connection. It’s storytelling. It’s community. If you’re treating it like an impersonal marketing tool, you’re missing the point.

• Engage like a real person.

• Post with intention.

• Tell meaningful stories.

Do that, and your organization won’t just maintain an online presence—it will build a meaningful and engaged community, InshAllah.