What working with a disability policy research organization has taught us about communicating complex information online.
Have you ever read a social media post three times and still had absolutely no idea what it was trying to say?
I have. And usually, it's not because the person writing it doesn't know what they're talking about. It's often the opposite. They know their subject so well that they've forgotten what it's like to hear about it for the first time.
This is something we think about a lot when creating social media content for research organizations and businesses working in specialized industries. Because being knowledgeable is one thing. Helping people understand that knowledge is another.
Important research deserves to be understood.
One of the organizations we work with is the Disability Policy Research Program (DiPo), a Calgary-based research program focused on improving disability policy and promoting inclusion for people with disabilities and mental health challenges.
Their work brings together research, lived experience, and collaboration to better understand the barriers people face and inform policies that can make a difference.
That includes research into access to disability services, the experiences of children and families navigating government programs, and how policies across Canada support people with disabilities.
It's meaningful work, but the information can also be complex. Research findings, policy terminology, and detailed reports aren't always easy to translate into a social media post.
That's where our work comes in. We help take the information DiPo wants to share and communicate it in a way that's clear, engaging, and appropriate for the audience, without losing the meaning behind it.
Clear communication doesn't mean dumbing things down.
I think there's a misconception that making content easier to understand means removing all the important details. But there's a difference between simplifying information and making it accessible.
Sometimes it's about explaining a term before using it. Other times, it's finding the main takeaway from a larger piece of research or providing enough context for someone unfamiliar with the topic.
With DiPo, we think about what the audience needs to understand first and how we can make the information easier to engage with. That might mean turning a research update into a LinkedIn post, breaking down a topic into a carousel, or highlighting the purpose behind a particular project.
The goal isn't to squeeze an entire research report into five Instagram slides. It's to give people a reason to understand the work and, when appropriate, explore it further.
Accessibility needs to be part of the process.
When you're creating content for an organization focused on disability inclusion, accessibility can't be an afterthought. And really, that should be true for every business.
We're thinking about things like readable text, sufficient colour contrast, captions on videos, alternative text for images, and whether the information makes sense without relying entirely on a graphic.
There's also the language itself. Are we explaining things clearly? Are we using respectful, accurate terminology? Are we communicating in a way that reflects the people and communities the organization works alongside?
Not every accessibility need can be addressed with one format, but considering these things from the beginning makes for better content.
Different audiences need different information.
One thing I love about working with research organizations is that the audience isn't always one specific group.
For DiPo, their work may be relevant to researchers, policymakers, community organizations, people with disabilities, and families with lived experience. Those audiences don't necessarily come to social media looking for the same information.
That's why the platform and the way we present the content matter.
LinkedIn gives us an opportunity to highlight research, publications, collaborations, and policy-related work for professional audiences. Instagram and Facebook can help make that same work more approachable and visible to a broader community.
We're not changing the message. We're thinking about how to communicate it in a way that makes sense for the people we're trying to reach.
Not every business needs to sell something on social media.
Working with DiPo is also a reminder that social media doesn't always need to be about selling a product, booking an appointment, or getting more customers.
Sometimes the goal is to share knowledge, bring attention to important work, encourage participation, or help people understand an issue that affects their communities.
And even for businesses that are selling something, there's a lesson in that.
Your audience doesn't always need another promotional post. Sometimes they need you to explain what you do, answer a question, or share something useful that helps them make a more informed decision.
Because good social media isn't just about getting people's attention. It's about what you're communicating once you have it.
Making complicated things easier to understand is part of good marketing.
One of my favourite parts of running House of Monday is working with people who know their industries incredibly well. Whether that's researchers, healthcare professionals, or the people behind a family-owned business, there's always so much knowledge worth sharing.
Our job is to ask the right questions, understand what matters, and figure out how to communicate it to the people who need to hear it.
And sometimes that means taking something complicated and making it feel a whole lot less complicated.
Social Media Management for Research Organizations and Businesses in Alberta
I'm Mia, the founder of House of Monday, a boutique marketing studio based in Innisfail, Alberta. We work with businesses and organizations across Red Deer, Calgary, Central Alberta, and beyond, helping with social media strategy, content creation, and ongoing social media management.
Whether you're sharing research, explaining a specialized service, or trying to make your organization's work more accessible to your audience, we can help.
Explore our services or reach out to chat about what you're working on.