Tell the Story, Build the Support: How Small Trail Organizations Can Use Social Media to Rally a Community
In the quiet town of Pioche, Nevada, population just under 1,200, a trail system is coming to life. It’s not driven by flashy funding or big-name sponsors. It’s powered by volunteers, vision, and the kind of homegrown grit that defines rural trail efforts across the country.
And it’s getting noticed.
Led by IMBA Trail Solutions and legendary builder Joey Klein, Pioche’s Prospectors Trail System is rolling out in phases. But what’s just as impressive as the trail itself is how the community is sharing it. From social media updates to write-ups on national platforms, Pioche is crafting a narrative that goes beyond berms and switchbacks. They’re telling a story about a town finding its identity again through trails.
For underfunded nonprofits, small for-profit builders, and rural communities trying to put their trail systems on the radar, this is the playbook: show people what you’re doing, why it matters, and how they can be part of it. You don’t need a marketing budget. You need a voice.
Here’s how to use social media to tell your story and build the support you need to keep going.
1. Put People at the Center
Trails don’t build themselves. Neither do communities.
Start by introducing your crew: volunteers, staff, and the folks who just keep showing up. A photo of a dusty crew leader with a McLeod in hand will go further than a perfectly shaped berm. When people see real faces, they feel invited into something human. Tell us who they are. Tell us why they dig.
2. Don’t Wait for “Perfect” Content
No one’s expecting a Red Bull-grade media package. Use your phone. Post what you have. Trail work in progress. Before-and-after shots. A lunch break in the dirt. Social media rewards consistency over production quality. Share regularly, even if it’s messy. The goal is to build a rhythm and bring people along for the ride.
3. Show What Doesn’t Usually Get Seen
Most people only see a trail once it’s finished. Show them what it takes to get there. That means flagging tape in the brush. Early mornings hauling tools. Crew banter. Mud. Mosquitoes. These behind-the-scenes moments build appreciation and help people understand just how much effort goes into building something they ride in minutes.
4. Move Beyond “What” and Lead with “Why”
Don’t just say, “We’re building a new loop.” Say, “We’re building a new beginner loop so local kids have a place to ride after school.” When you connect the project to a bigger purpose, such as families, access, health, or pride, you turn a dig day into a movement. People don’t rally around features. They rally around meaning. In Pioche, trails aren’t just for recreation. They’re part of a broader vision to revitalize the town and create shared spaces where locals, tourists, and mountain bikers all intersect.
5. Use Your Captions as a Call to Action
It’s not enough to post photos. Invite people in. Every caption is a chance to ask someone to show up, donate, share, or care. Swap “Trail work this Saturday” for “Want to help shape the trails you ride? Join us Saturday and be part of something lasting.” Be clear. Be personal. Be invitational.
6. Turn Every Build Phase into a Story Beat
Your project doesn’t need to be finished to be worth sharing. In fact, the in-progress moments are where real connection happens. Share the start of Phase 1. Celebrate a milestone. Preview what’s next. Pioche used its phased construction approach to keep the conversation going, adding new content and momentum with every update. Think of your trail as a story told in chapters.
You don’t need to go viral. You just need to go visible.
Trail building is hard, often thankless work. But when you tell the story faithfully, consistently, and with heart, you give people something to believe in. And once they believe, they show up. They spread the word. They donate. They dig.
In the end, it’s not just the trail that gets built. It’s the community around it.
Editor’s note: These are not photos from Pioche. Instead, they are from the RezDuro race in Northern Arizona on the Navajo Nation. I selected them because (a) I don’t have personal photos of Pioche, and (b) I was going for the high desert vibe that resembles Pioche. But the fact that I’m helping tell the story of Pioche (and having never been there) proves the whole point of this article … it works.
Sean Benesh
Sean is the Founder and Editor-in-Chief of Trail Builder Mag. He is also the Communications Director for the Northwest Trail Alliance in Portland, Oregon. Sean also spends time in the classroom as a digital media instructor at Warner Pacific University.
Email: sean@trailbuildermag.com
Instagram: @seanbenesh
