Role description: CLP Communications & Social Media Officer

CLP Communications and Social Media Officer

The CLP Communications and Social Media Officer plays an important role in ensuring the CLP has a positive, informative and inclusive presence online, as well as working with their regional or national office to increase the profile of the CLP and candidates, and their campaigns in local media. Working closely with other CLP Officers, this role has the opportunity to make a real, positive impact on local campaigns, to improve Labour’s electoral chances in that CLP and its local authority or authorities, and to empower members and supporters to get involved with digital campaigns.

This role is suited to someone with a good understanding of social media and local press, and great copywriting and networking skills, as well an eye for an interesting story and a great picture.

Key Responsibilities and tasks

Press and Broadcast

• Identify potential local stories that the media might be interested in, and communicate them to your Labour MP or candidates, or your region or nation’s communications team.
• With the express consent of candidates, work with them and your regional or national office to put out statements on their behalf, and pitch candidates as a voice to broadcast media.
• Work with your region or nation’s communications team to initiate, draft and pitch press releases, photo shoots, op eds and public letters to publications.
• Help candidates practice party ‘key messaging’ and broadcast interview technique.
• CLPs should not put out statements to the media in the name of the party or the regional/national party, but should work with their Regional/National Communications Team to identify potential stories and communicate them to the media.

Social Media

• Manage the CLP Facebook, X (Twitter), Instagram or YouTube accounts, or set up channels if the CLP doesn’t already have them.
• Create compelling social media content which communicates Labour’s message at a local level and CLP activity, including videos, photos and graphics. You can use Connects or Localise to ensure content is on brand and consistent with national messaging.
• Recruit digital campaigners and ‘real voices’ to engage in community spaces on Facebook Groups and NextDoor, raising the profile of Labour’s record and Labour’s campaigns.
• Work with other CLP Officers to manage and maintain the CLP’s website, ensuring all content is up to date and engaging.
• Complement the CLP’s campaign strategy by mobilising members and supporters to get out on the doorstep through social media.
• Play a key role in ensuring the CLP’s social media is welcoming, respectful and friendly, by moderating comments on Facebook posts or in Facebook groups.

Activity

We know that more and more, voters form opinions, consume media and engage with politics online, so it’s increasingly important that local parties have a positive presence online and in their local media to promote their campaigns and their work in local communities. While digital campaigns don’t replace face-to-face campaigning, a rich variety of activity online and in local media will enhance the CLP’s on-the-ground campaigns and encourage more people to get involved in campaigning.

If you only do one thing online, having a CLP Facebook page can have the most impact as we know that around 78% of the electorate are on Facebook, versus around 40% on X/Twitter. A Facebook page is a great way to share positive stories about your CLP and candidate, from campaign sessions you’ve done to places your candidate has visited. When drafting press releases, think about how these could work on social media too – and remember to get lots of good photos you can use.

Any social media pages should be properly moderated, and the debate kept respectful and free from abuse at all times, and as Communications and Social Media Officer, it’s part of your job to ensure this happens.

The Labour Party’s social media code of conduct

The Labour Party has a code of conduct for use of Social Media, which all members are expected to abide by as a condition of their membership. Communications and Social Media Officers have a vital role to play in ensuring this is adhered to, and that the Labour Party’s presence online is always respectful and inclusive.

This can be found at www.labour.org.uk/resources/labours-social-media-policy.

This includes:

• Engaging with social media users
• Encouraging positive debate
• Moderating content on pages and in comments
• Managing the CLP Facebook group (if there is one) and ensuring the conversation stays productive
• Reporting any unacceptable comments or social media activity to the Governance and Legal Unit, where necessary

Useful links and contacts

There are many other contacts and resources to assist you in your role. Keep up to date with our latest campaigns, find out more about Campaign Technology, find resources for role holders and check our online training offer at www.labour.org.uk/resources. You can also purchase and download membership recruitment and campaign materials from the Campaign Shop.

CLP Communications and Social Media Officers would benefit from joining the Digital Campaigners WhatsApp Channel at www.labour.org.uk/digitalcampaigners to receive resources and model posts for social media.

Guidance on creating and managing spaces on WhatsApp for local Labour activity is available at https://help.labour.org.uk/support/solutions/articles/103000315593-whatsapp-guidance.

For useful guides and resources on campaign technology, membership engagement and how to use Organise to full effect, visit http://help.labour.org.uk, and if you need support or advice, you can contact your national or regional office.

Training resources are available at https://achieve.labour.org.uk.

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