Five books and resources for people working in social media

Charity communicators work in an “always on” culture, particularly social media teams. The 24/7 nature of social media means it can be hard to find time to develop your skills and keep up to date with trends.

 

It’s important to take time out to build your knowledge and stay on top of changes, as social media is constantly evolving. Reading is a good way to do this. Professional development can give you a fresh perspective on your work and help you to solve a problem you’ve been struggling with. It can also help you to progress in your career and get a promotion.

 

For this article, we’ve done some research and picked out a mixture of books, online resources and blog posts to help you develop your skills and knowledge. So, some longer reads and some short ones that you can fit in when you have a spare ten minutes. Below are our top five reads.

 

 

Social media for voluntary organisations

 

The Directory of Social Change (DSC) published a new book in April 2025 to help voluntary organisations to plan, implement and evaluate a social media strategy. Social media for voluntary organisations is written by Dr Kerry Traynor, a senior lecturer in communication and media at the University of Liverpool.

 

The book guides readers on how to write social media posts and develop campaigns that amplify a charity’s message, increase reach and build a community.

 

The DSC has also published other marketing and communication books, including media relations and storytelling for impact.

 

 

How to get started on social media

 

We know that some small charities may not have a dedicated social media staff member, so this resource contains more basic information. Or it could be helpful for a charity looking to review its social media activity.

 

JustGiving has tips and a how to guide to help charities get started on social media. It covers topics such as: how to promote your charity on social media, how often to post on social media, paid advertising, and how to deal with negativity on social media.

 

When deciding what platforms to use, JustGiving says you should “connect with you audience where they’re most likely to spend their time online”. It advises “starting small” and testing the type of content you post, how many times a week you post and times of day.

 

 

How to use LinkedIn

 

LinkedIn has undergone huge changes in recent years and the charity sector has built a strong community on the platform. In a blog for the DSC, Tereza Litsa, a freelance marketing strategist and social media trainer, shares five ways to use Linkedin. This includes using the platform to tell stories and raise awareness of your charity’s work, including new campaigns; and networking and building relationships.

 

 

Social media guidance

 

The NCVO has information on its website about Charity Commission guidance, published in September 2023, for charities who use social media. The guidance is aimed at senior leaders and trustees and looks at why charities should use social media and explains how to set up a social media policy.

 

The NCVO has pulled out the key highlights of the guidance to make it easier to digest.

 

The guidance also looks at risk and sharing content safely. It says that a charity can “provoke strong emotions” and “engage on emotive issues” if this achieves its charitable purpose and is in the organisation’s best interests. But the Charity Commission adds that it’s important to consider the risks of posting content online and take action to mitigate these.

 

For example, there should be a plan in place for how senior leaders will support staff if the charity receives complaints and staff have to deal with online abuse.

 

 

Being strategic with social media

 

Published in September 2024, Smart Social Media is written by Luan Wise, a trainer for both LinkedIn and Meta. She looks at how to use social media strategically to increase brand awareness, boost engagement and build relationships.

 

The book focuses on: 

• Understanding how social media marketing can drive growth
• Knowing how to build a strong brand presence on social media platforms that are relevant to your organisation
• Recognising the importance of partnerships and online communities to support growth

Read Charity Digital’s other book lists for people working in finance, communications, fundraising and climate campaigning. We also have book lists for CEOs and senior leaders, HR teams, and trustees.