Fo Guang Shan Temple of Toronto held a “Social Media and Communication Strategy Workshop” on November 15, inviting Venerable Zhi Zhu, Director of Srimala College, to lead a training session for local Buddha’s Light members. Nearly 40 volunteers from the temple’s communication and photography teams, along with BLIA Toronto youth representatives, attended the workshop aimed at enhancing their ability to promote the Dharma through digital platforms.

Abbess Venerable Chueh Fan introduced Venerable Zhi Zhu’s extensive background in media production, social media planning, and exhibition curation. Abbess noted that in today’s digital era, effective communication is essential to ensuring that the spirit of Humanistic Buddhism reaches wider audiences.

Venerable Zhi Zhu began by observing that the Buddha himself was an effective communicator who used timely teachings, relatable stories, and the establishment of the Sangha community to spread the Dharma for more than 2,600 years. She explained that modern social media continues this mission by enabling practitioners to present Buddhist values in ways that resonate with contemporary society.

To guide volunteers in writing and content development, she introduced the AIDA model and explained Fo Guang Shan’s communication framework of “faith, understanding, practice, and realization.” This structure, she noted, enables writers to build trust, clarify meaning, offer practical guidance, and inspire transformation.

She also proposed four evaluative principles based on the qualities of theBodhisattvas: Avalokitesvara’s attentiveness to needs, Manjusri’s clarity andanalytical thought, Kṣitigarbha’s sincerity of intention, and Samantabhadra’sbroad and inclusive outreach. These principles, she emphasized, help ensurethat communication work remains rooted in compassion and wisdom.

Using examples from major media platforms, Venerable Zhi Zhu analyzedcurrent trends, content formats, and potential challenges. She also sharedpractical experiences from promoting the “60th Anniversary Exhibition ofVenerable Master Hsing Yun’s Sangha Education,” illustrating how strategic planningcan enhance the impact of Dharma messaging.

Concluding the workshop, Abbess Venerable Chueh Fan encouraged participantsto apply their new skills to share positive, uplifting content and to helpHumanistic Buddhism continue to grow in Canada’s multicultural society.

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