Media work is a great way to promote Scouting, whether it’s to parents or other parts of the community.

Scouting is about adventure for everyone and at every level. This message runs through all of our media work and is what we call our ‘brand’. Underpinning the idea of adventure is that Scouting is about fun, friendship, trust, being confident and inclusive.

Social Media

Social media are online platforms like Facebook, Twitter, YouTube and Instagram that allow local Scouting to engage with existing volunteers and potential volunteers (and potentially also young people) in an interactive and conversational way.

These channels can be useful in building a good dialogue between people interested in Scouting and can be a highly visual way of sharing photos and videos, as well as offering real time updates on what Scouting is up to. Social media has no print or distribution costs and is a cheaper option than printed media.

Somerset County use the following social media channels – Facebook, Twitter and Instagram.


Are you interested in Photography, Video Editing, Social Media, Radio, Web sites, Journalism etc. If yes then we want to hear from you. Somerset Scouts are looking to build a Media team so we can share our adventures to the widest audience.

The roles within the media team are available to Explorers, Network and Adults. Joining the media team will not only look good on your CV but can be used to complete badgework or awards. We have many roles available so If you are a wiz on the computer, with a camera or on social media please visit the vacancies page and get in touch.

Effective content

There are a huge number of social media options that are popular but, given how rapidly habits and trends change, it’s worth checking with the volunteers you want to communicate with to see what they currently use and look at whether each social media website provides the right set of tools for you.

Social media is a tool that works in real time, so communications need to be very relevant and timely to engage effectively. It’s an ideal tool for seeking informal feedback, to update on successes and for sharing links of great media coverage. Social media is not a good tool for discussing new, important or controversial information, so ensure that this type of information is delivered via other, perhaps more formal, communication channels (e.g. face-to-face, by letter or by email) where possible.

Increasing your interactivity

Social media is typically used by people in their leisure time when they want to catch up on fun news and gossip. Keep messages from Scouting in line with this, take a light-hearted tone and ensure messages are upbeat and positive. Share good news stories, great photos from an event or a quick reminder about an upcoming event to keep the energy and interaction high.

Videos, photos, polls or questions are content that is most likely to generate interest or comment from those who are following you. Think about ways in which your members can best engage with you. The most popular social media content is linked to relevant moments in time. So, for example, an engaging post questioning what Scouting members are doing will be relevant to everyone and receive most response.

Forward planning

The best social media is timely and responsive but can be planned to fit around milestones in your communication work or the time of year. You may notice that your users interact at specific times of the week or day so you can use your planning to ensure your content is viewed when they are most likely to interact.

Have a plan. Work out the ‘who, what, when, where and why’. Who will tweet, what will they post on Facebook, when should they upload that video to YouTube, what images or video will you share on Instagram and why are you doing it? Look at what others in Scouting are doing. A quick internet search shows that huge numbers of Groups, Districts and Counties are doing social media well. Have some objectives and goals of your own to work towards.


If a negative comment is made on a social networking site due to a member misunderstanding a message or because they are not aware of all the relevant details, it is then appropriate to take time to respond politely and clear up any misunderstanding. If a negative comment is made because a member expresses their opinion, dislikes or disagrees with a post, the ideal is to let the comment stay visible and leave your other members to provide counter-opinions. As the administrator, you should avoid filtering user views (unless the comments amount to abuse) or tell members their opinions are wrong, but you can let other members debate the issue and balance the argument.

Don’t over-moderate. Allow feedback from your users, positive or negative, and react to it. This level of openness will benefit Scouting more than being seen to remove content just because you might not necessarily agree with it. It’s wise to make sure you have moderation guidelines and policies in place that users have easy access to. This is also a good idea if you’re asking other volunteers to help you run the social media.


Always conduct yourself on the internet as you would face-to-face and be aware of what you say and how you say it. If you wouldn’t say or do something in the “real” world, then don’t do it online. Never provide personal details about young people or volunteers and always ensure you have parental permission to use any photos of young people. Only ever use the first names of young people on any photo or video caption and only share appropriate photos, the sort that you would be happy putting on a public notice board (a good rule of thumb is if you wouldn’t be happy for your mum – or District Commissioner – to see it, then don’t do it!). Remember that, potentially, anyone can view content on the internet.

Remember to adopt a common-sense approach to social networking. While social network profiles are easy to set up and use, it is important that you keep a professional distance online. Think carefully about how any communication might appear to a third party. Compared with a conversation in the real world, technology increases the potential for messages to be seen out of context, misinterpreted or forwarded to others. Once content is posted it is in the public domain and people can access it and share it with others.

Please note that posts on social media are widely accessible and can easily be passed on; always be sure that any information or comments made are appropriate and in keeping with the Scouting ethos. Don’t use your personal social networking account to communicate directly, on a one-to-one basis with young people.


Put your phone down and what are you left with? Just teamwork, courage and the skills to succeed.’
Bear Grylls, Chief Scout Bear Grylls