The Missing Piece in Trail Stewardship: Why Social Media Matters More Than You Think
Some time ago, I joined a small volunteer crew on a Saturday morning in a location far from home in Portland. The kind of group you find in almost every town. Three regulars. Two new faces. A part-time trail steward who was also filling the role of event coordinator, social media manager, grant writer, and coffee provider. They were doing incredible work. Cutting drains. Brushing back corridor. Shaping turns.
But here is what struck me. No one outside that group knew that any of it had happened.
There were no photos. No updates. No story about why that work mattered. Nothing to point to when the organization approached sponsors or talked with land managers. Just a checkbox. Dig day completed.
And this isn’t an isolated thing. It’s the norm for a lot of trail organizations. Volunteer-led groups rarely have the time or capacity to document what they do. But in today’s world, when visibility is tied directly to credibility, doing great work in silence is no longer enough.
This is the problem. And it is one we need to talk about.
Why Visibility Matters More Than Ever
Every volunteer, every partner, every land manager, every sponsor asks some version of the same question: What are you doing and why does it matter?
The work itself is essential. But the story you tell about the work is what gives it life beyond the trail corridor. Visibility shapes how others understand your effectiveness, your value, and your momentum.
For trail organizations, communication is not simply about marketing. Instead, it is stewardship ... it is advocacy ... it is community building.
When people see the work, they trust it. When they trust it, they support it. When they support it, you grow.
Most groups are one or two good stories away from more volunteers, more sponsors, and stronger relationships with land managers. Not hype. Not reels that chase trends. Just clear and consistent storytelling about what is happening on the ground.
The Challenge: Many Orgs Are Invisible By Accident
This invisibility isn’t due to lack of care. It is the natural outcome of being stretched thin. Trail organizations are often runby dedicated people wearing too many hats. Communications falls to whoever has the time, and that usually means it falls to no one.
As a result, the public sees occasional updates, but they rarely see the work in motion. They see the event announcement, but not the story behind what that event accomplishes. They see a finished trail reroute, but not the months of behind-the-scenes partnership that made it possible.
When you only communicate at the finish line, you miss the chance to bring people along for the journey. And the journey is where trust is built.
Social Media Works Best When It Feels Like Story, Not Updates
It is easy to think of social media as a bulletin board. A place to post announcements, schedules, and reminders. But the groups that grow the fastest are the ones that understand this simple shift.
Social media is not about updates. It is about story ... or I should say ... stories.
Updates inform. Stories invite.
Updates explain what is happening. Stories explain why it matters.
Trail organizations can share stories, even with limited capacity. A simple photo from a dig day (just an iPhone photo works). A quote from a volunteer. A two-sentence story about what today’s task means for tomorrow’s ride experience. This is how you turn passive followers into engaged supporters.
Representation Is Not A Marketing Trend
When we released findings on women trail builders, one theme was unmistakable. People show up when they see people like themselves already there.
Representation in your storytelling is not about checking boxes. It is about extending an invitation.
Show different ages.
Different skill levels.
Different ethnicities.
Different backgrounds.
Different genders.
Different riding styles.
Families. First-timers. Longtime volunteers.
When your posts only show the same handful of core volunteers, the unintentional message is that trail work is a closed circle. When your posts show the true diversity of the people who care about the trails, the message becomes something entirely different.
Everyone belongs.
Everyone is needed.
Everyone has a place in this story.
Visibility Equals Credibility
Land managers, sponsors, city officials, and grant reviewers make decisions based on what they know and what they can see. If your work is invisible, your impact appears smaller than it actually is.
A simple cadence of storytelling does two things:
It documents your work in a way that is easy to reference.
It demonstrates consistency, which builds trust.
Trail building is public infrastructure. Public infrastructure must be communicated publicly. That is what creates legitimacy.
A Simple Framework Any Trail Org Can Follow
You do not need a full-time communications person to do this well. You just need a repeatable system.
Here is a simple three-step framework designed for small capacity.
1. Show the Work
Once a week, post a photo or short story about something your team did.
It can be small. It can be simple. What matters is consistency.
Example prompts:
• What was today’s task and why did it matter?
• What problem did you fix?
• What will riders notice because of this work?
2. Show the People
At least twice a month, highlight someone involved. A volunteer. A partner. A land manager. A sponsor. This builds connection and broadens your community’s sense of ownership.
3. Show the Progress
Once a month, post a before and after, a recap, or a milestone.
This is the kind of content land managers and sponsors love.
It shows impact, not just effort.
If you keep this rhythm for six months, your visibility will shift dramatically.
The Work Is Hard Enough. Your Story Should Not Be.
Trail organizations do world-class work with limited resources. You are not influencers. You are caretakers of public spaces. But even caretakers need to be seen.
Social media is not the goal.
It is the amplifier.
It is how you bring your community closer to your mission.
It is how you show land managers you are reliable partners.
It is how you demonstrate value to sponsors.
It is how you build the next generation of volunteers.
Most trail organizations are already doing the hard part.
This article is your reminder to let people see it.
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If you found this helpful, share it with your board, your leadership team, or your core volunteers. And if you want help building out your own communications strategy, reach out. I am happy to walk with you.
Sean Benesh
Sean is the Founder and Editor-in-Chief of Trail Builder Mag and the Communications Director for the Northwest Trail Alliance in Portland, Oregon.
