---
title: Social Media Management Training for Staff
---

**ESSENTIAL TRAINING FOR COMMUNICATIONS AND SOCIAL MEDIA STAFF**

## 1. INTRODUCTION AND SCOPE

### 1.1. Purpose and Importance

This training provides comprehensive guidance for Team members responsible for managing our community's presence across multiple social media platforms. Social media management is critical for brand representation, community outreach, crisis communication, and maintaining our reputation as an inclusive, professional organisation.

### 1.2. Multi-Platform Social Media Ecosystem

Our social media presence spans multiple platforms, each with unique characteristics:

**(a)** **Discord**: Community servers, real-time engagement, gaming coordination;

**(b)** **Reddit**: Community discussions, AMAs, technical support, subreddit moderation;

**(c)** **Bluesky**: Professional networking, thought leadership, community updates;

**(d)** **Twitter/X**: Real-time updates, industry engagement, crisis communication;

**(e)** **LinkedIn**: Professional networking, career content, business relationships;

**(f)** **GitHub**: Technical community, open source engagement, developer relations;

**(g)** **YouTube**: Educational content, tutorials, community showcases;

**(h)** **Other Platforms**: Emerging platforms and specialised communities.

### 1.3. Integration with Organisational Values

Our social media presence must consistently reflect our core values:

**(a)** **Inclusivity and Anti-Oppression**: Actively promoting marginalised voices and challenging discrimination;

**(b)** **Environmental Sustainability**: Promoting eco-friendly practices and carbon offset initiatives;

**(c)** **Professional Excellence**: Maintaining high standards in all communications;

**(d)** **Community-Driven Innovation**: Highlighting community contributions and collaborative achievements;

**(e)** **Transparency and Accountability**: Open communication about decisions and processes.

## 2. PLATFORM-SPECIFIC MANAGEMENT

### 2.1. Discord Community Management

#### 2.1.1. Community Server Operations

**Server Management:**
- **Channel Organisation**: Maintain clear, accessible channel structures
- **Role Management**: Appropriate role assignments and permission structures
- **Bot Integration**: Effective use of moderation and utility bots
- **Event Coordination**: Community events, gaming sessions, educational workshops

**Engagement Strategies:**
- **Daily Interaction**: Regular engagement with community members
- **Community Building**: Facilitate connections between members
- **Conflict Resolution**: De-escalate tensions and mediate disputes
- **Newcomer Welcome**: Comprehensive onboarding for new members

#### 2.1.2. Discord-Specific Best Practices

**Communication Style:**
- **Conversational Tone**: Friendly, approachable communication style
- **Real-Time Responsiveness**: Quick responses to questions and concerns
- **Emoji Usage**: Appropriate use of emojis and reactions for engagement
- **Voice Chat Participation**: Active participation in voice channels when appropriate

**Moderation Integration:**
- **Consistent Enforcement**: Apply community standards consistently across channels
- **Educational Approach**: Use violations as learning opportunities
- **Community Support**: Provide resources and support for struggling members
- **Crisis Response**: Immediate response to mental health or safety concerns

### 2.2. Reddit Community Engagement

#### 2.2.1. Subreddit Management and Participation

**Content Strategy:**
- **Educational Posts**: Share tutorials, guides, and educational resources
- **Community Highlights**: Showcase community achievements and contributions
- **Technical Support**: Provide help and troubleshooting assistance
- **Discussion Facilitation**: Start and moderate meaningful discussions

**Reddit Culture Navigation:**
- **Community Rules**: Understand and respect individual subreddit rules
- **Reddiquette**: Follow Reddit's community guidelines and etiquette
- **Authentic Engagement**: Genuine participation rather than promotional posting
- **Long-form Discussion**: Engage in detailed, thoughtful conversations

#### 2.2.2. Content Moderation and Community Building

**Moderation Responsibilities:**
- **Content Review**: Monitor posts and comments for policy violations
- **Community Disputes**: Mediate conflicts between community members
- **Spam Management**: Identify and remove spam or low-quality content
- **Educational Enforcement**: Use moderation as community education opportunity

### 2.3. Professional Platforms (LinkedIn, Bluesky)

#### 2.3.1. Professional Brand Management

**Content Strategy:**
- **Thought Leadership**: Share insights about technology, community building, sustainability
- **Professional Updates**: Company news, achievements, and milestones
- **Industry Engagement**: Participate in industry discussions and trends
- **Educational Content**: Share knowledge and expertise with professional community

**Professional Tone:**
- **Authoritative Voice**: Demonstrate expertise whilst remaining approachable
- **Industry Language**: Use appropriate professional terminology
- **Networking Focus**: Build relationships with industry professionals
- **Value-Driven Content**: Consistently promote organisational values

#### 2.3.2. LinkedIn-Specific Strategies

**Platform Optimisation:**
- **Profile Management**: Maintain professional, complete organisational profile
- **Connection Strategy**: Strategic networking with industry professionals
- **Content Publishing**: Regular articles and posts about industry topics
- **Company Updates**: Regular updates about organisational activities and achievements

### 2.4. Gitea and Technical Platforms

#### 2.4.1. Developer Community Engagement

**Technical Communication:**
- **Code Quality**: Maintain high standards in all public repositories
- **Documentation Excellence**: Comprehensive, accessible documentation
- **Issue Management**: Responsive handling of bug reports and feature requests
- **Community Contribution**: Active participation in open source community

**Educational Outreach:**
- **Tutorial Creation**: Develop educational content for developers
- **Code Examples**: Provide clear, well-documented code examples
- **Best Practice Sharing**: Share development best practices and lessons learned
- **Mentorship Activities**: Support new developers and contributors

### 2.5. Real-Time Platforms (Twitter/X or Bluesky)

#### 2.5.1. Crisis Communication and Real-Time Engagement

**Crisis Communication:**
- **Rapid Response**: Quick acknowledgment and response to developing situations
- **Accurate Information**: Ensure all information shared is verified and accurate
- **Transparent Updates**: Regular updates during ongoing situations
- **Community Reassurance**: Provide calm, professional leadership during crises

**Daily Engagement:**
- **Industry News**: Share and comment on relevant industry developments
- **Community Highlights**: Celebrate community achievements and milestones
- **Educational Threads**: Create educational content in thread format
- **Real-Time Support**: Provide immediate support and resources when needed

## 3. BRAND VOICE AND MESSAGING

### 3.1. Consistent Brand Voice

#### 3.1.1. Core Voice Characteristics

**Professional Yet Approachable:**
- **Expert Knowledge**: Demonstrate expertise without being intimidating
- **Friendly Tone**: Warm, welcoming communication style
- **Helpful Attitude**: Always seeking to provide value and assistance
- **Respectful Interaction**: Respectful engagement with all community members

**Values-Driven Communication:**
- **Inclusive Language**: Consistently use inclusive, accessible language
- **Social Justice Stance**: Clear, unapologetic commitment to fighting oppression
- **Environmental Consciousness**: Regular promotion of sustainability initiatives
- **Community Focus**: Always centre community needs and contributions

#### 3.1.2. Platform Adaptation

**Tone Adjustment by Platform:**
- **Discord**: Casual, conversational, emoji-friendly
- **LinkedIn**: Professional, authoritative, networking-focused
- **Reddit**: Authentic, detailed, discussion-oriented
- **Twitter/X/Bluesky**: Concise, timely, engaging
- **Gitea**: Technical, precise, educational

**Consistent Core Message:**
- **Mission Alignment**: All content aligns with organisational mission
- **Value Integration**: Core values visible in all communications
- **Quality Standards**: High standards for accuracy and professionalism
- **Community Respect**: Consistent respect for community members and contributors

### 3.2. Content Strategy and Planning

#### 3.2.1. Content Calendar Management

**Strategic Planning:**
- **Monthly Themes**: Organise content around monthly themes and initiatives
- **Event Coordination**: Plan content around community events and milestones
- **Seasonal Considerations**: Adapt content for seasons, holidays, and industry events
- **Crisis Preparedness**: Maintain flexibility for crisis communication needs

**Content Types:**
- **Educational Content**: Tutorials, guides, best practices, industry insights
- **Community Spotlights**: Member achievements, contributions, success stories
- **Organisational Updates**: News, policy changes, new initiatives
- **Interactive Content**: Polls, Q&As, live sessions, community challenges

#### 3.2.2. Cross-Platform Content Coordination

**Content Repurposing:**
- **Platform Adaptation**: Adapt content format for different platform requirements
- **Message Consistency**: Maintain consistent core message across platforms
- **Timing Coordination**: Strategic timing of content releases across platforms
- **Engagement Tracking**: Monitor engagement across platforms to optimise strategy

## 4. CRISIS COMMUNICATION ON SOCIAL MEDIA

### 4.1. Crisis Recognition and Response

#### 4.1.1. Social Media Crisis Types

**Community-Related Crises:**
- **Internal Conflicts**: Community disputes that become public
- **Policy Controversies**: Backlash against community policies or decisions
- **Leadership Issues**: Concerns about staff or leadership conduct
- **Safety Incidents**: Mental health crises or safety threats

**External Crises:**
- **Industry Controversies**: Broader industry issues affecting our community
- **Platform Changes**: Changes to social media platforms affecting our presence
- **Technical Issues**: Website outages, service disruptions, security breaches
- **Legal Challenges**: Legal issues requiring public communication

#### 4.1.2. Crisis Communication Protocol

**Immediate Response (0-30 minutes):**
1. **Assessment**: Quickly assess severity and scope of crisis
2. **Team Notification**: Alert crisis response team and leadership
3. **Information Gathering**: Collect verified facts and accurate information
4. **Initial Response**: Post initial acknowledgment if appropriate
5. **Platform Monitoring**: Monitor all platforms for spread of crisis information

**Short-Term Response (30 minutes - 2 hours):**
1. **Coordinated Messaging**: Develop consistent message across all platforms
2. **Stakeholder Communication**: Notify key stakeholders and community leaders
3. **Resource Mobilization**: Deploy appropriate staff to manage response
4. **Community Support**: Provide support resources for affected community members
5. **Ongoing Monitoring**: Continuous monitoring and response to developments

#### 4.1.3. Crisis Communication Best Practices

**Transparency and Honesty:**
- **Factual Information**: Share only verified, accurate information
- **Honest Assessment**: Acknowledge mistakes and take responsibility when appropriate
- **Timeline Clarity**: Provide clear timelines for investigation and resolution
- **Update Commitment**: Commit to regular updates and follow through

**Community-Centred Approach:**
- **Safety Priority**: Always prioritise community member safety and well-being
- **Inclusive Response**: Ensure crisis response considers impact on marginalised members
- **Support Resources**: Provide relevant support resources and assistance
- **Community Voice**: Listen to and incorporate community feedback in response

### 4.2. Reputation Management

#### 4.2.1. Proactive Reputation Building

**Positive Content Strategy:**
- **Achievement Highlighting**: Regularly celebrate community and organisational achievements
- **Value Demonstration**: Consistently demonstrate commitment to stated values
- **Community Testimonials**: Share positive feedback and success stories from community
- **Transparent Operations**: Regular updates about organisational activities and decisions

**Relationship Building:**
- **Industry Partnerships**: Build positive relationships with industry leaders and organisations
- **Community Alliances**: Partner with aligned organisations and communities
- **Thought Leadership**: Establish leadership position in relevant industry conversations
- **Professional Recognition**: Seek and highlight professional recognition and awards

#### 4.2.2. Negative Feedback Management

**Constructive Response Strategies:**
- **Listen First**: Genuinely listen to concerns and feedback before responding
- **Acknowledge Issues**: Acknowledge valid concerns without being defensive
- **Solution Focus**: Focus on solutions and improvements rather than blame
- **Follow Through**: Demonstrate commitment to improvement through concrete actions

**Dealing with Bad Faith Actors:**
- **Identify Patterns**: Recognise coordinated attacks or bad faith criticism
- **Don't Feed Trolls**: Avoid engaging with obviously bad faith actors
- **Community Support**: Rally authentic community support when facing unfair attacks
- **Professional Response**: Maintain professional standards even when facing hostility

## 5. LEGAL AND ETHICAL CONSIDERATIONS

### 5.1. Legal Compliance Across Platforms

#### 5.1.1. Platform-Specific Legal Requirements

**Terms of Service Compliance:**
- **Platform Rules**: Thorough understanding of each platform's terms of service
- **Content Guidelines**: Compliance with content guidelines and community standards
- **Advertising Rules**: Understanding advertising and promotional content requirements
- **Data Privacy**: Compliance with platform-specific data privacy requirements

**Intellectual Property:**
- **Copyright Respect**: Ensure all shared content respects copyright laws
- **Fair Use Understanding**: Proper application of fair use principles
- **Attribution Requirements**: Proper attribution for shared content and resources
- **Original Content**: Clear indication of original content versus shared materials

#### 5.1.2. Cross-Jurisdictional Considerations

**International Compliance:**
- **Regional Laws**: Understanding of relevant laws in jurisdictions where we operate
- **Cultural Sensitivity**: Respect for cultural differences and local customs
- **Language Requirements**: Compliance with any local language requirements
- **Accessibility Standards**: Meeting international accessibility standards

### 5.2. Ethical Social Media Practices

#### 5.2.1. Authentic Engagement

**Transparency Requirements:**
- **Organisational Identity**: Clear identification as organisational representative
- **Sponsored Content**: Proper disclosure of sponsored or paid content
- **Conflict of Interest**: Disclosure of relevant conflicts of interest
- **Personal vs. Professional**: Clear boundaries between personal and professional accounts

**Community Respect:**
- **Privacy Protection**: Respect for community member privacy and consent
- **Inclusive Representation**: Ensure diverse representation in social media content
- **Accessibility**: Make content accessible to users with disabilities
- **Cultural Sensitivity**: Respect for diverse cultural perspectives and practices

#### 5.2.2. Data Protection and Privacy

**User Data Protection:**
- **Consent for Sharing**: Obtain consent before sharing user-generated content
- **Privacy by Design**: Consider privacy implications in all social media activities
- **Data Minimization**: Collect and share only necessary information
- **Secure Handling**: Secure handling of any personal information

**Community Safety:**
- **Anti-Harassment**: Active prevention and response to harassment
- **Doxxing Prevention**: Protection of personal information from public exposure
- **Vulnerable User Protection**: Special consideration for vulnerable community members
- **Crisis Resource Provision**: Readily available mental health and crisis resources

## 6. ANALYTICS AND PERFORMANCE MEASUREMENT

### 6.1. Social Media Metrics and KPIs

#### 6.1.1. Engagement Metrics

**Quantitative Metrics:**
- **Reach and Impressions**: Total audience reached across platforms
- **Engagement Rate**: Likes, comments, shares, and interactions
- **Follower Growth**: New followers and follower retention rates
- **Click-Through Rates**: Traffic driven to website and other platforms

**Qualitative Metrics:**
- **Sentiment Analysis**: Overall sentiment of comments and responses
- **Community Health**: Quality of discussions and interactions
- **Brand Perception**: How community and industry perceive our organisation
- **Crisis Impact**: Assessment of crisis communication effectiveness

#### 6.1.2. Platform-Specific Analytics

**Discord Analytics:**
- **Server Activity**: Message volume, voice chat usage, event participation
- **Member Engagement**: Active members, retention rates, community growth
- **Channel Performance**: Most active channels, engagement patterns
- **Event Success**: Attendance and engagement at community events

**Professional Platform Analytics:**
- **Professional Network Growth**: LinkedIn connections, industry engagement
- **Content Performance**: Article views, professional post engagement
- **Lead Generation**: Professional inquiries and business development
- **Thought Leadership**: Industry recognition and speaking opportunities

### 6.2. Continuous Improvement

#### 6.2.1. Performance Analysis

**Regular Review Cycles:**
- **Weekly Reviews**: Quick assessment of immediate performance and engagement
- **Monthly Analysis**: Comprehensive review of metrics and goal progress
- **Quarterly Strategy Review**: Strategic assessment and planning adjustments
- **Annual Performance Evaluation**: Comprehensive evaluation of social media strategy

**Data-Driven Decision Making:**
- **Metric-Based Strategy**: Use analytics to guide content and engagement strategy
- **A/B Testing**: Test different approaches and content types
- **Community Feedback Integration**: Incorporate community feedback into strategy
- **Industry Benchmarking**: Compare performance against industry standards

#### 6.2.2. Strategy Adaptation

**Content Strategy Evolution:**
- **Trend Adaptation**: Adjust strategy based on platform and industry trends
- **Audience Feedback**: Incorporate audience preferences and feedback
- **Performance Optimisation**: Focus resources on highest-performing content and platforms
- **Innovation Integration**: Experiment with new formats and features

## 7. TEAM COORDINATION AND COLLABORATION

### 7.1. Cross-Platform Team Coordination

#### 7.1.1. Communication Protocols

**Internal Coordination:**
- **Daily Standups**: Regular team coordination meetings
- **Content Calendar Sharing**: Shared planning and content calendar systems
- **Crisis Communication**: Clear protocols for crisis communication coordination
- **Platform Updates**: Regular sharing of platform changes and updates

**Cross-Departmental Integration:**
- **Technical Team Coordination**: Coordinate with technical teams on product updates
- **Community Management**: Align with community management strategies
- **Leadership Communication**: Regular reporting to leadership on social media performance
- **Event Coordination**: Coordinate social media with event planning and execution

#### 7.1.2. Knowledge Sharing

**Best Practice Documentation:**
- **Platform Guides**: Detailed guides for each platform's best practices
- **Template Library**: Library of tested content templates and formats
- **Crisis Response Playbooks**: Documented procedures for crisis response
- **Success Case Studies**: Documentation of successful campaigns and strategies

### 7.2. Professional Development

#### 7.2.1. Ongoing Education

**Industry Knowledge:**
- **Platform Updates**: Stay current with platform changes and new features
- **Industry Trends**: Regular monitoring of social media and community management trends
- **Professional Development**: Participation in relevant conferences and training
- **Certification Programs**: Pursuit of relevant professional certifications

**Skill Development:**
- **Content Creation**: Development of graphic design, video editing, and content creation skills
- **Analytics Proficiency**: Advanced training in social media analytics and data analysis
- **Crisis Management**: Specialised training in crisis communication and management
- **Cultural Competency**: Ongoing education about inclusive communication and cultural sensitivity

## 8. PLATFORM-SPECIFIC ADVANCED STRATEGIES

### 8.1. Community Building Strategies

#### 8.1.1. Discord Community Excellence

**Advanced Server Management:**
- **Custom Bot Development**: Develop custom bots for community-specific needs
- **Advanced Permission Systems**: Complex permission structures for different community roles
- **Integration Systems**: Integrate Discord with other community platforms and tools
- **Analytics Implementation**: Implement comprehensive analytics for community health

**Community Programme Development:**
- **Mentorship Programmes**: Structured mentorship programmes within Discord community
- **Educational Series**: Regular educational events and workshop series
- **Recognition Systems**: Community recognition and appreciation programmes
- **Special Interest Groups**: Sub-communities for specific interests and projects

#### 8.1.2. Reddit Community Leadership

**Subreddit Development:**
- **Community Guidelines**: Develop comprehensive community guidelines and rules
- **Moderation Team**: Build and train volunteer moderation teams
- **Content Curation**: Curate high-quality content and educational resources
- **Community Events**: Organise AMAs, contests, and community challenges

### 8.2. Professional Platform Excellence

#### 8.2.1. LinkedIn Thought Leadership

**Content Strategy:**
- **Industry Analysis**: Regular analysis and commentary on industry trends
- **Educational Content**: Comprehensive guides and tutorials for professionals
- **Company Culture**: Showcase organisational culture and values
- **Employee Spotlights**: Highlight team members and their expertise

#### 8.2.2. GitHub Community Engagement

**Open Source Leadership:**
- **Project Showcases**: Highlight community projects and contributions
- **Contribution Guides**: Comprehensive guides for new contributors
- **Code Review Excellence**: Maintain high standards in public code reviews
- **Developer Education**: Educational content for developers and contributors

## 9. PRACTICE SCENARIOS AND TRAINING EXERCISES

### 9.1. Scenario 1: Social Media Crisis Response

**Situation**: A negative situation involving the community goes viral on social media. Misinformation is spreading, community members are being harassed, and the situation is escalating rapidly across multiple platforms. The community's reputation is at risk.

**Your Response:**
1. How do you respond immediately to the crisis?
2. How do you address misinformation?
3. How do you protect community members from harassment?
4. How do you communicate transparently?
5. How do you coordinate response across platforms?
6. How do you manage community reputation?

**Correct Answer**: Respond immediately with clear communication, address misinformation with facts, protect community members from harassment, communicate transparently about situation and response, coordinate response across all social media platforms, manage reputation through consistent messaging and actions, follow up appropriately.

### 9.2. Scenario 2: Inappropriate Content Response

**Situation**: Community members report that inappropriate or harmful content was posted on the community's social media account. The content violates community values and has offended marginalised community members. The content has been shared and is getting attention.

**Your Response:**
1. How do you respond immediately?
2. How do you address the harm caused?
3. How do you communicate with affected community members?
4. How do you prevent similar incidents?
5. How do you restore community trust?
6. How do you ensure accountability?

**Correct Answer**: Remove content immediately, acknowledge harm caused, communicate with affected community members, apologise appropriately, implement processes to prevent similar incidents, restore trust through actions and transparency, ensure accountability for mistake, learn and improve.

### 9.3. Scenario 3: Content Strategy Development

**Situation**: Community leadership want to develop a social media content strategy that attracts diverse new members whilst authentically representing community values. The strategy needs to balance growth, authenticity, and inclusion.

**Your Response:**
1. How do you develop an authentic content strategy?
2. How do you ensure content represents community values?
3. How do you attract diverse audiences?
4. How do you balance growth with authenticity?
5. How do you involve community members in content creation?
6. How do you measure strategy effectiveness?

**Correct Answer**: Develop strategy that authentically represents community values, ensure content advances social justice mission, attract diverse audiences through inclusive content, balance growth with authenticity, involve diverse community members in content creation, measure effectiveness through engagement and alignment metrics.

## 10. TRAINING REQUIREMENTS

This training document is part of the comprehensive mandatory training curriculum. For complete information about initial onboarding requirements, annual review requirements, training confirmation submission, and compliance policies, see [Mandatory Training Requirements](/staff/handbook#81-mandatory-training-requirements) in the Staff Handbook.

**Key Points:**
- This document must be reviewed during initial onboarding and annually thereafter
- Training confirmation must be submitted at [forms.nhcarrigan.com](https://forms.nhcarrigan.com)
- Failure to complete annual training review will result in dismissal from staff positions
- All training completions are documented in staff records for accountability, legal compliance, and quality assurance

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*This Social Media Management Training document is part of our comprehensive staff development programme designed to ensure excellent representation across all social media platforms. For questions about social media management techniques or to report training completion, please contact the Communications and Outreach Coordinator through designated staff channels.*

