The Blueprint

Facebook reaches a broad member demographic and supports longer posts and event pages. Instagram works well for visual storytelling and younger members. Start with one platform, do it well, then expand. Many support-staff and workplace locals find a closed Facebook group is the primary member channel.

Be professional but human. Speak as a collective ('we', 'our members') not as management. Celebrate wins, explain setbacks honestly, and always centre member voices. Avoid jargon - write for members reading on their phone during a break.

Aim for 2–3 posts per week minimum during normal times. Increase during bargaining or strike action. Consistency beats volume - a steady rhythm builds trust. Use a simple content mix: 40% updates, 30% member stories, 20% education, 10% solidarity/culture.

Do not engage with bad-faith comments. Hide or delete spam, harassment, and misinformation. For management pushback, stick to facts, cite the collective agreement, and escalate to your communications chair or national rep. Never post confidential bargaining details.

Every image post needs alt-text describing what's in the image for visually impaired members. Use the Alt-Text Assistant to draft that description, then paste it into the platform’s alt-text field (not the caption). Keep descriptions concise but complete: who, what, where, and any text shown in the graphic.