Getting Social Right: Guidelines for Digital Marketing and Community Engagement
Social media platforms, websites, and EDMs (Electronic Direct Mail) are powerful tools for engaging with customers, stakeholders, prospects, and the wider community. But success in these channels requires thoughtful execution.
These guidelines outline best practices and strategic parameters to keep in mind when using digital platforms for marketing and communication.
The Benefits of Digital Marketing & Social Media
Done well, digital marketing can:
• Build your brand profile and position in the market
• Provide a point of interaction for your community
• Encourage positive participation and engagement
• Allow timely responses to questions or issues
• Deliver regular updates and news
• Offer a channel for managing negative comments promptly and professionally
• Be cost-effective compared to traditional media
• Provide trackable and measurable performance
• Drive meaningful engagement and sales
Content Matters: Images & Video
Visual content is critical. As a rule:
• Use professionally shot images and videos unless your brand specifically calls for a more raw, informal approach
• Maintain consistency in style, tone, and quality across platforms
Language & Tone
• Maintain a tone that is positive, approachable, and respectful
• In sensitive situations, adopt a concerned and solution-oriented tone
• Always respond politely and address the person directly, where appropriate
Responding to Questions
Questions on social media should be handled with care:
• Avoid generic or robotic replies—craft personalised responses
• If more time is needed to investigate, it’s fine to say:
“Hi [Name], thanks for your question—just checking on that for you now and will come back shortly.”
• Always address the person by name (unless they use a jokey or inappropriate username)
Responding to Complaints
Complaints require tact and authenticity. Key principles:
• Responses must feel like they come from a real person, not a corporate script
• Aim to acknowledge the issue and take reasonable steps to address it
• For example:
“Sorry to hear that—our maintenance contractors are responsible for playground upkeep and we’ve passed on your concern today.”
• Where possible, close the loop:
“Just an update—we’ve heard back from [Contractor] and they’ll be on site tomorrow to take care of it.”
• If the issue relates to another organisation, note it and pass it on, sharing any relevant information
• For serious matters (e.g. vandalism, antisocial behaviour), it’s appropriate to say:
“Thanks for bringing this to our attention—we’ve referred it to the police.”
Posting Guidelines: What to Share
Your posts should be relevant, timely, and community focused. Great topics include:
• Business updates:
o New product launches
o Special offers
o Competitions
• Community-focused content:
o Local events, farmers markets, school fetes
o Sporting club news or sponsorship milestones
o Celebrations like Melbourne Cup, Grand Final, or seasonal shifts
o Seasonal recipes or holiday tips
• Organisational news:
o Awards or nominations
o Key achievements
What to Avoid
Certain content types can damage credibility or engagement:
• Generic brain teasers
• Political or controversial commentary
• Low-effort humour or memes
• “Cute” stock photos of animals or children
• Anything that could be perceived as offensive or in poor taste
At MJH Group, we bring deep experience in both B2B and consumer marketing—helping organisations harness the full potential of digital platforms while protecting brand integrity.
If you’d like tailored support for your marketing or community engagement strategy, call 1300 905 116 or email enquiries@mjhgroup.com.au.