Protecting your staff on the digital frontline: practical tips for charity leaders

In recent years, social media has evolved into a space where meaningful connections and public discourse can quickly turn hostile. For charities, they have become critical for engaging with supporters and spreading awareness. However, they also expose staff to a heightened level of distressing content, criticism and even abuse. With the changing landscape of these platforms, it’s more important than ever to consider the wellbeing of those managing your charity’s digital presence. These staff members are often the first point of contact for the public, whether people are reaching out for support, lodging complaints or, in some cases, trolling and harassing the organisation. It’s crucial that charities provide robust support systems for their digital frontline staff.

Understanding the digital frontline

Social media staff in charities are more than just content creators or community managers – they are on the frontline of digital engagement. This role brings them into direct contact with all aspects of public interaction, from heartwarming stories of impact to the harsh realities of complaints and criticism. Recent reports have highlighted the scale of online hostility, with 1.8 million people experiencing threatening behaviour on social media in the past year alone. Women and people from LGBTQ+ and minoritised communities are disproportionately affected by this abuse. For charity communicators, the weight of this responsibility can be overwhelming, as they navigate not just abusive interactions but also the emotional toll of engaging with distressing content day in and day out.

The challenges faced by digital teams go beyond overt abuse. These staff members are constantly managing emotionally charged interactions, whether that’s responding to distressing personal stories shared by supporters and service users, or handling complaints that may target the organisation’s values or impact. The relentless nature of this work, combined with the pressure to represent the charity effectively and compassionately, makes it essential for leaders to actively support the wellbeing of their digital teams.

Supporting wellbeing during a crisis

One of the key steps in safeguarding your social media staff is prioritising their wellbeing, especially during times of crisis. It’s essential to establish clear expectations and roles so that every team member understands what to do and what is expected of them. This clarity not only empowers the team to act confidently but also reduces the pressure and confusion that can arise in high-stress situations. Setting defined goals and values helps maintain a consistent approach to challenging interactions, ensuring that your team remains grounded in the organisation’s core mission even when faced with adversity.

Developing robust policies and processes is also crucial. A clear escalation plan, coupled with defined boundaries on what behaviours will and won’t be tolerated, can guide your team’s responses and provide a sense of security. Communicating these guidelines effectively – and keeping them updated as situations evolve – ensures that staff are well-prepared to handle the challenges they encounter. For instance, using a page policy or pinned post to outline what behaviour is acceptable publicly can set expectations with your audience and deter negative interactions.

Maintaining boundaries and taking breaks

Equally important is the need to establish firm boundaries between work and personal time for your social media staff. Encouraging them to protect their personal social media accounts – by muting, going private or unfollowing certain profiles – can help draw a necessary line between their professional and personal lives. Adhering to defined shifts and allowing for regular breaks can prevent burnout and provide the mental space needed to decompress from challenging interactions. When a team member feels overwhelmed, it’s vital to have a culture where they can raise their hand and take a step back without fear of judgment.

To manage the workload sustainably, consider rotating staff through different channels, features or topics using social media management software (like Sprout Social, Brandwatch or Agorapulse, for example). This not only diversifies daily tasks but also prevents the monotony and fatigue that can come from managing the same interactions repeatedly.

Sharing the load

Sharing the burden of social media management among your wider team can alleviate some of the stress associated with the role. This approach can also create opportunities for professional development within the organisation. But be in no doubt that social media management requires a defined professional skillset and can’t just be handed off to anyone in the organisation without adequate training, which requires time and care.

Having a formalised plan for overflow resources can make a significant difference, such as having a roster of trusted freelancers ready to step in can provide critical relief during periods of high intensity or when welfare issues arise unexpectedly. Leaders should consider building this provision into annual budget planning.

Addressing targeted abuse

For staff who face targeted abuse, whether due to their role or personal identity, it’s critical to offer tailored support. Encouraging them to secure their personal profiles, take breaks or step away from social media completely and document incidents of abuse are practical steps that can help mitigate the immediate impact of negative interactions. Providing access to professional emotional support, such as counselling, helps to ensure that staff have the tools they need to cope with these experiences. If staff are at risk of physical harm, it’s essential to involve HR and report incidents to the police immediately.

Preventative measures: developing a wellbeing plan

Prevention is always better than cure and developing a comprehensive wellbeing plan tailored to your team’s specific needs is an important step in safeguarding their mental health. Training managers to recognise the signs of poor mental health and to provide support, while also understanding their limits, is crucial. Professional support should be accessible when needed as managers are not substitutes for counsellors. Tools like the Ask Twice principle and Samaritans’ Listening Wheel can be useful, but they should be part of a broader strategy that includes professional welfare services.

Encouraging staff to create their own ‘User Manual’ – a personal guide that includes warning signs of declining mental health, triggers and coping mechanisms – can empower them to take ownership of their wellbeing as well as providing managers with insight into how best to support each individual. Recognising that the impact of online interactions can vary widely depending on personal characteristics and circumstances is key to providing equitable support.

Strengthening policies and strategies

Proactively discussing potential crises and high-intensity scenarios before they occur allows your team to be better prepared. Developing a clear and robust crisis communication plan ensures that everyone knows what to do when a challenging situation arises. If your organisation has anti-harassment or anti-social behaviour policies, make sure these extend to cover online abuse. Protecting digital frontline staff should be as much of a priority as protecting face-to-face fundraisers.

Supporting your charity’s social media team isn’t just about managing public perception – it’s about recognising the emotional labour involved in their roles and taking active steps to protect their wellbeing. By implementing the strategies outlined above, you can help create a healthier, more sustainable working environment for those on the digital frontline.

Becky Steeden, Consultant
September 2024

Resources for further support

• Charity Solidarity – peer support is incredibly valuable for charity social media professionals; my Facebook group is for anyone with responsibility for managing third-sector social media accounts: com/groups/charitysolidarity
• Glitch: co.uk/resources offers excellent guides, particularly for women and non-binary people, including specific advice for people of colour.
• Charity Comms’ Wellbeing Guide: org.uk/wellbeing-guide provides comprehensive advice for communications professionals.
• Charities Against Hate: com/guide-to-best-practice offers guidance on best practices for managing online interactions.
• Lift: https://www.wearelift.co.uk/freebies includes a range of wellbeing resources for charity sector professionals, from guides to podcasts.
• Vicarious Traumatisation’s Help For The Helpers training: https://www.vicarious-traumatisation.com/

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