A guide for staff, volunteers, trustees and other affiliates on using social media to promote the work of the Friends of Friendless Churches and in a personal capacity
Since September 2023, the UK’s Charity Commission (England and Wales) has required charities to maintain a social media policy. This policy sets out the FoFC’s expectations when you are using social media. It is based on a template by Charity Comms, created in July 2024, which can be downloaded for free from their website: https://www.charitycomms.org.uk/social-media-policy-template
Social media is a fast-moving online world, where nuance and context can be easily lost. While social media brings the charity to a wide audience, it can also present risks. We want to ensure that all FoFC staff members, volunteers, trustees and affiliates using social media represent and reflect the FoFC in the best way possible. It is also important to mitigate risks (such as reputational or legal issues) associated with the use of social media to protect our supporters, staff and volunteers, work and reputation.
The FoFC’s social media policy is designed to help you support and expand our official social media channels, while also protecting you, protecting the charity’s work and reputation, and preventing any legal issues.
The difference between a personal and professional opinion can be blurred on social media, particularly if you're discussing issues relating to the FoFC’s work. While we encourage the use of social media, we have certain standards, outlined in this policy, which we require everyone to observe. Publication and commentary on social media carries similar obligations to any other kind of publication or commentary in the public domain.
This policy is intended for FoFC staff members, volunteers, trustees and affiliates (e.g., contractors) and applies to content posted on both an FoFC device/account and a personal device/account. Before engaging in work-related social media activity, staff must read this policy.
Social media is the collective term given to web-based tools and applications which enable users to create, share and interact with content (words, images, graphics and video content), as well as network with each other through the sharing of information, opinions, knowledge and common interests.
The FoFC has official social media accounts on the following websites/apps:
For the purposes of this policy, social media apps also include (but are not limited to):
Our official accounts can be accessed by our ‘social media account holders’. The current account holders are listed below, but please be aware that the job titles, roles, social media access and personnel are subject to change (as determined by the Director):
No other person can post content on these official accounts, respond to comments from these accounts, or change any account settings, without the permission of the Director. Furthermore, you must not set up any other accounts on behalf of the charity.
However, we welcome ideas and contributions for social media content. Please contact the Social Media Content Producer if you would like to develop content or suggest an idea.
The aims of our social media activities are a) to provide interesting and valuable information to our audience, b) to answer questions and engage with followers in a personable manner, c) to build relationships and rapport with partners, peers and media, and above all, d) to support the strategic and charitable aims of the Friends of Friendless Churches.
The Social Media Content Producer posts regularly across all accounts, typically three times a week, which includes original content and shares of content from other accounts. They monitor interactions from our audience throughout the week, with the goal of responding to questions within 48 hours during Monday to Friday, and 76 hours for comments made over a weekend or bank holiday.
The Communications Consultant and Social Media Content Producer are responsible for setting up and managing the FoFC’s social media channels. The Director has overall ownership of these accounts and only those authorised to do so by the Director will have access to these accounts.
Social media account holders will uphold best practices for channel security with secure passwords that regularly change. Never give out the passwords for our channels without express permission from the Director.
Social media account holders must ensure they reflect the FoFC’s values in what they post and use our tone of voice. You must also respond to comments in the voice of our charity and not allow your own personal opinions to influence responses. Our Brand Guidelines set out our style that all staff should refer to when posting content. Please note only those with account access are permitted to respond to comments on our social media posts on behalf of the organisation. All posts and comments should be attributed to the charity and not an individual. In special cases it may be appropriate for a staff member or volunteer to make an individual comment as themselves, but this should be under the supervision, and with the approval, of, the Director.
Before re-posting (aka ‘re-tweeting’, ‘sharing’, etc.) content from outside of the FoFC, please ensure that it complies with the policy in the same way as if was directly issued by the FoFC. Be aware that by posting content from another entity it may be seen as an endorsement by the FoFC or imply a relationship between the FoFC and that entity. You should not re-post anything unless you have read it in full and ensured that it complies with this policy. If in any doubt please consult the Director.
Staff or volunteers must not create or manage any other social media channels, groups or pages on behalf of the FoFC without express permission from the Director and training. This is to ensure brand consistency and avoid confusion for users, and to ensure that that appropriate content development, review and monitoring processes are in place.
Social media account holders must make sure that all social media content has a purpose and a benefit for the FoFC that furthers our charitable purposes.
However, the utmost care should be taken when creating content with a direct fundraising objective and/or message. If a post includes a generic message inviting our audiences to support us by making a donation, it must be made clear that any donations made in response to that invitation support all of our work, and will not be ring-fenced for a specific project. Only the Director will instigate social media campaigns with project-specific fundraising objectives. If in any doubt about including a request for financial support, including donations, memberships, and legacies, please consult with the Director.
Those responsible for the management of our social media accounts should strive to provide the most relevant, useful and/or interesting content for our audiences, and to answer questions as swiftly as possible to help and engage with our service users and supporters.
When enquiries are received from press, potential partners, contractors, or others for whom a response from another team member would be appropriate, or when the answer to a question is not known, the Social Media Content Producer/ Communications Consultant will refer these enquiries to the relevant team member.
Staff must not post content about supporters, members, volunteers, service users or partners without their, or their carer’s, express permission
If using interviews, videos or photos that clearly identify a child or young person, or a vulnerable adult, staff must ensure they have the consent of a parent or guardian, or caregiver, before using them on social media.
All staff members and volunteers have a responsibility to do everything possible to ensure that adults at risk and young people are kept safe from harm. If you come across anything online that could mean someone is at risk, you should follow the FoFC’s Safeguarding Policy.
It can be challenging working on social media and there may be times where staff could be subject to unpleasant or abusive comments directed at the charity, our work or people. We encourage you to consult with the Director where necessary.
It is also vital that no one associated with the FoFC risks their personal safety – or encourages others to risk their personal safety or that of others - to gather materials in pursuit of social media engagement. For example, a video of a stunt or visiting an unsafe location. Care must be taken to ensure that any links to external sites from our social media accounts are appropriate and safe.
Staff must not encourage people to break the law to supply material for social media, such as using unauthorised video footage. All relevant rights for usage must be obtained before publishing material.
The FoFC is not associated with any political organisation and has no affiliation with or links to political parties. We can express views where appropriate on policies that impact our sector, work and audience, but it is essential that the FoFC remains, and is seen to be, politically neutral.
Staff and volunteers should not automatically assume that material that’s shared or included in any post is accurate and should take reasonable steps where necessary to seek verification – for example, by checking data/statistics and being wary of photo manipulation.
If a serious complaint is made on the FoFC's social media channels, staff should seek advice from the Communications Consultant or Director before responding.
Sometimes issues can arise on social media which can escalate into a crisis situation because they are sensitive or risk serious damage to the charity's reputation. Examples might include criticism of the FoFC’s work by a prominent person or publication.
The nature of social media means that complaints are visible and can escalate quickly. Not acting can be detrimental to the charity or our people. The Social Media Content Producer regularly monitors our social media spaces for mentions of the FoFC so we can catch any issues or problems early. If there is an issue that could develop or has already developed into a crisis situation, the Social Media Content Producer and/or Communications Consultant will bring it to the attention of the Director, and the Director will consult with trustees if appropriate. If any staff or volunteers outside of the social media account holders become aware of any comments online that they think have the potential to escalate into a crisis, whether on the FoFCs's social media channels or elsewhere, they should speak to the Director immediately. It is the responsibility of all staff and volunteers to report complaints or comments that could escalate into a crisis or have serious implications for the charity.
AI can be a valuable tool that can support our communications activities. However, we do not currently use AI to help manage our social media accounts. You must seek permission from the Director before using AI and then only use approved AI tools and processes.
You must hand over ownership of the group/page/account you manage to another appropriate staff member if you change roles or if you leave the FoFC.
Personal social media use by staff and volunteers can sometimes be attributed to the charity or bring other risks for the charity or individual staff or volunteers. This policy does not intend to inhibit personal use of social media but instead flags up those areas in which conflicts might arise. FoFC staff and volunteers are expected to behave appropriately, and in ways that are considerate of the FoFC’s values and policies, both online and in real life.
You can find more information on your responsibilities when using our computer systems in our IT, Communications and Monitoring Policy (see Staff handbook).
Be aware that any information you make public could affect how people perceive the FoFC. You must make it clear when you are speaking for yourself and not on behalf of the FoFC.
Those in senior management, including trustees and public-facing or specialist roles where they are well known in their field of expertise, must take particular care, as personal or political views published may be misunderstood as expressing the FoFC's view.
Staff who are politically active in their spare time need to be clear in separating their personal political identity from the FoFC, and understand and avoid potential conflicts of interest.
Think about your personal reputation as well as the charity's. Be aware of your association with the FoFC and ensure your profile and related content is consistent with how you wish to present yourself to colleagues and the public. Express your opinions and deal with differences of opinion respectfully. Don't insult people or treat them badly. Passionate discussions and debates are fine, but you should always be respectful of others and their opinions. Be the first to correct your own mistakes.
Remember that if you have a public profile with the charity, your personal social media accounts could be looked at by critics of the charity, and bear this in mind when posting.
Please don't approach high profile people or organisations from your personal social media accounts to ask them to support the charity, as this could hinder any potential relationships that are being managed by the Director. This includes asking for reposts about the charity.
If you have any information about high profile people or organisations that have a connection to our cause, or if there is someone who you would like to support the charity, please speak to the Director.
If a staff member or volunteer is contacted by the press about their social media posts that relate to the FoFC, they should talk to the Director immediately and under no circumstances respond directly.
Be careful with your privacy online and be cautious when sharing personal information.
Staff should not ‘friend’ or personally connect with followers via social media.
In their own interests, staff and volunteers should be aware of the dangers of putting personal information onto social networking sites, such as addresses, home and mobile phone numbers.
We encourage staff and volunteers to share posts that we have issued. When online in a personal capacity, you might also see opportunities to comment on or support the FoFC and the work we do. Where appropriate and using the guidelines within this policy (and taking into consideration the information above), we encourage staff and volunteers to do this as it helps users connect to us and raises our profile.
However, please take care to think about the reputation of the charity. If your personal social media account is not professional or otherwise appropriate for our audiences, please do not use it to amplify or promote the charity, as to do so brings risks both to you personally and to the charity.
Never use the FoFC's logos or trademarks unless approved to do so. Permission to use logos must be requested from the Director and any content created must adhere to our brand guidelines.
You may use personal social media accounts for work-related purposes during work hours but must ensure this is for a relevant reason. For example, the use of LinkedIn for research purposes or to promote the FoFC where appropriate. The use of social media should not affect your ability to perform your regular duties and must comply with this policy.
Defamation
Defamation is when a false statement that is damaging to a person's reputation is published in print (such as in media publications) or online (such as Instagram Story, Facebook Live, Snapchat post). Whether staff or volunteers are posting content on social media as part of their job or in a personal capacity, they should not bring the FoFC into disrepute by making defamatory comments about individuals or other organisations or groups.
Copyright law
It is critical that all staff or volunteers abide by the laws governing copyright, under the Copyright, Designs and Patents Act 1988, when representing the charity. Never use or adapt someone else's images or written content without permission. Failing to acknowledge the source/author/resource citation, where permission has been given to reproduce content, is also considered a breach of copyright.
Confidentiality
Any communications that staff and volunteers make must not breach confidentiality. For example, information meant for internal use only or information that the FoFC is not ready to disclose yet. For example, a news story that is embargoed for a particular date, or information from people who the charity has worked with which is private.
Discrimination and harassment
Staff and volunteers should not post content that could be considered discriminatory against, or bullying or harassment of, any individual, on either an official FoFC social media channel or a personal account. For example:
Accessibility
We endeavour to ensure our social media is as accessible as possible. This includes:
Use of social media in the recruitment process
Recruitment should be done through our Director and carried out in accordance with trustees’ guidance. We usually promote employment opportunities via our social media channels.
There should be no systematic or routine checking of candidates’ online social media activities during the recruitment process, as conducting these searches might lead to a presumption that an applicant's protected characteristics, such as religious beliefs or sexual orientation, played a part in a recruitment decision. This is in line with the commitment to Equality and Diversity outlined in the Staff handbook).
Under 18s and adults at risk (vulnerable people)
Young and vulnerable people face risks when using social networking sites. They may be at risk of being bullied, publishing sensitive and personal information on their profiles, or from becoming targets for online grooming or radicalisation. Where known, when communicating with adults at risk or young people under 18-years-old via social media, staff and volunteers should ensure the online relationship with the FoFC follows the same rules as offline.
Staff and volunteers should be aware that children under the age of 13 should not be encouraged to create their own personal social media accounts or engage with others and are not legally allowed to use social media channels such as Facebook, Instagram or X.
All staff members and volunteers have a responsibility to do everything possible to ensure that vulnerable and young people are kept safe from harm. If you come across anything online that could mean someone is at risk, you should follow the FoFC’s Safeguarding Policy.
Engaging on emotive topics
The FoFC may be involved in issues that provoke strong emotions. The emotive content we share via our social media channels can engage our audiences and help us achieve our communications goals. However, it is important to plan appropriately and consider potential reputational risks to the charity. For more information, visit the government resource called charities and social media.
Please note: While all attempts have been made to cover an extensive range of situations, it is possible that this policy may not cover all eventualities. There may be times when professional judgements are made in situations not covered by this document, or which directly contravene the standards outlined in this document.
It is expected that in these circumstances staff will always consult with the Director where possible.
Enforcement
Everyone is responsible for their own compliance with this policy. We believe that by following these guidelines, you can enjoy sharing your experiences and achievements while safeguarding our collective work and reputation. Failure to adhere to this policy may result in disciplinary action, up to and including termination of your employment or volunteer or other role with the FoFC .
Breaches of this policy will be investigated in line with the FoFC’s disciplinary procedures (see Staff handbook). You should be aware that if actions on social media are considered gross misconduct, this may lead to your dismissal.
Staff who are unsure about whether something they propose to do on social media might breach this policy, should seek advice from the Communications Consultant.
