CMI Regional Social Media Toolkit
Introduction
INTRODUCTION
Welcome to the CMI Regional Social Media Toolkit, your reference guide to posting and engaging with the extended CMI Community on CMI’s Regional LinkedIn accounts.
We greatly appreciate the work of our Regional Boards, and our Social Media Toolkit is specifically designed to support our Communications & Social Media Leads in the nations and regions. In the following sections there is a wealth of documents, resources and links to a range of information and guidance.
Our social media channels serve as a platform to connect members within their nations and regions, update them on important developments at CMI, celebrate their achievements, and share upcoming events. Additionally, these channels facilitate seamless sharing of articles, knowledge and insights, promoting continuous learning for CMI members worldwide.
You will find the links below useful in supporting your social media work e.g. policy guidance, tools and reports to help you understand key metrics and growth and what posts perform well.
General CMI information and sources of content that can be posted are available via the below links:
• CMI website
• CMI Regional Communities webpages
• Knowledge & Insights Hub - a range of articles and thought leadership content
• CMI Events webpage - all upcoming CMI HQ and regional events
• CMI YouTube - all previous CMI digital events
• CMI LinkedIn
• CMI TikTok
Purpose of our Regional Communities
The primary purpose of the regional volunteer structure is to support and represent the needs and interests of the paying members of the CMI, through a remit to:
The key priorities of our Regional Boards include:
Inform and input to CMI Policy, Partner Engagement and Thought Leadership.
Oversee and organise local delivery of Continuous Professional Development to members.
Disseminate CMI Policy, Thought Leadership and pathways to Chartered status to CMI members.
Aiming to provide a consistent membership experience which adds demonstrable value.
Our Regional Communities provide individuals with an extensive calendar of events, catering for aspiring to experienced managers, across our UK and APAC regions.
• The recognition and promotion of Chartered Manager status
• The recognition and promotion of the CMI brand
• The alignment of activity to the CMI Professional Standard
• Member retention and growth. Supporting our members to continue and progress their membership status
Engagement
The key areas of engagement activity are set out in the UK and APAC engagement plans, and the 6 core areas are:
All of CMI's activity, including our events, will be aligned to one of the segments of the professional standards. To support ideas for content the segments have been broken down further in this list of themes.
SATIONAL PERFORMANCE PERSONALEFFECTIVENES
Managing Resources and Risk
Leading Change and Innovation
Achieving Results
Managing Yourself
Social media is a powerful tool for engaging members , building communities, sharing thought leadership and amplifying our messaging.
The Communications & Social Media Leads have a crucial part to play in this, and the regional social media channels allow for each Board to promote their own events and facilitate discussions of regional interest and importance.
By promoting CMI central led and regional events, content and resources, this not only engages CMI members, but helps to raise brand awareness and will also help to drive non-members to our website.
As such the role of Communications & Social Media Lead is a pivotal role on our Regional Boards.
In terms of events, all of our Regional Boards work from their own event planning document to plan their regional event activity.
Building Relationships and Networks
Making Decisions
Communicating and Influencing
Providing Purpose and Direction
Developing People and Capability
INTERPERSONAL EXCELLENCE
Once a Regional Board event is planned and live on Eventbrite, the CMI Events team will share the booking link and asset via Google Space with the relevant Communications & Social Media Lead for them to promote on the Board’s social media channels.
All Communications & Social Media Leads are part of a dedicated Google Space to share ideas and discuss future plans. CMI also arranges quarterly meetings for the leads.
Social Media Events
Engagement
Insights & Storytelling
Policy & Thought Leadership
CMI Branding
Our mission, vision, and values are at the heart of everything we do at CMI. As a chartered body, these ensure we fulfill the aims set out in our Royal Charter. But equally important, they focus us on the activities that will deliver real impact.
Guided by the CMI Brand Guidelines, our current campaigns are executed with purpose, and our personality, values, and tone of voice reflect our brand and how we are perceived by our audiences.
Tone of Voice
When posting on the regional social media channels, remember to:
• Ensure the tone of your content should match the platform and the preferences of your audience. For example, LinkedIn posts should have a professional tone, while Facebook posts can be more casual and conversational;
• Maintain a professional yet approachable and friendly tone of voice;
• Keep your content concise and use simple, direct language to engage our audience effectively. Avoid complex terms or unnecessary jargon;
• Maintain a strictly non-political stance in all social media communications, as we strive to provide a neutral and inclusive environment for our audience;
• Include a clear call to action in each post to drive engagement.
Social Media Planner
A social planner is now available with ready-to-use LinkedIn posts to support sharing different content to your audiences. The posts will be direct reshares from the main CMI accounts to amplify key messages, and will include a mixture of campaign posts, insight articles, policy updates and more!
You can access the social planner here
Within the planner, you will see:
• The month in which the post is intended for
• The content pillar the post sits under (campaign specific, such as the Awards, or Insight articles etc.)
• The relevant social platform (LinkedIn)
• A direct link to the original post for you to share
• Suggested copy
The copy is included for inspiration, but we want you to have greater flexibility to express your unique regional voice, so please feel free to make it your own.
• Try to encourage a response when creating a copy e.g., Ask a question or provide a discussion point.
• If you would like to schedule a post on LinkedIn, click here to learn.
A bi-weekly newsletter will be shared which will include new content when available.
Additionally, we provide an Awareness Days document which is a list of some key dates throughout the year that you may want to incorporate into your content planning.
Appropriate Hashtags to use
When using hashtags on our social media pages, it's important to strike the right balance. While hashtags can enhance discoverability and engagement, using too many can make posts appear cluttered and less appealing. We recommend using a focused and relevant selection of hashtags to ensure maximum impact.
Our primary hashtag, #BetterManagers, represents our brand identity and is consistently used across all platforms. Additionally, consider using hashtags specific to sectors, topics, or events to target relevant audiences and join relevant conversations. Periodically CMI will create campaign specific hashtags which we will ask you to share.
Here are some suggested hashtags (where relevant) for your posts:
#CMI*InsertRegion* (e.g., #CMILondon #CMIScotland)
#CMICommunity
#BetterManagers
#ChooseCMI
Tagging
When posting on LinkedIn, it is important to tag your fellow Board members, local partner organisations, and guest speakers to increase the visibility of the post. In addition to the regional social media accounts, CMI central uses a range of other social media platforms including TiKTok and Instagram, a full list can be found below and we ask that you use your regional channels to promote and signpost followers to these platforms.
CMI Main Social Media Pages
- CMI Women Group
CMI Regional Social Media Pages
London - LI
Scotland - LI Wales - LI
Northern Ireland - LI NEYH - LI WMNW - LI
EME - LI
South East - LI
South West - LI
CMI Asia-Pacific (APAC) - LI
NB: Our Regional/Nations Boards have LinkedIn accounts only.
Audiogram
Audiogram is a versatile online platform that allows you to upload audio recordings and quickly obtain accurate and easily editable transcripts with captions. It is designed to optimise content for various social media channels. Audiograms are available in various formats, ensuring you can effectively reach and engage with new listeners across multiple platforms.
CMI has an Audiogram account and Regional Boards can now send us audio recordings to edit, on their behalf, for use on regional social media channels. Recordings need to be sent as an MP3 with a maximum of 4 minutes, and can be created on most smartphones. e.g. Voice Memos on an iPhone.
Send your audio recordings via this form for editing, including the specific timings of where you would like the audio to be clipped. We will have the edited clip returned to you no later than 7 working days after the request (and audio file) has been submitted through the google form.
Please click here for further guidance on Audiogram.
*Prior to submitting an Audiogram request, kindly take note of these important key points:
1. To gain a better understanding of how Audiogram works, we highly recommend listening to examples conducted by the Wales and WMNW Boards.
2. Before sending an Audiogram request, keep in mind that we require a minimum of 7 days turnaround time for editing and delivering the final product for your use.
3. Audio recordings need to be sent in MP3 format, and no longer than 4 minutes. This ensures compatibility and smooth processing on the platform.
4. When submitting audio recordings for editing, don't forget to include specific timings where you want the audio to be clipped. This helps the editors to make a precise cut as per your requirements.
Canva
Canva is an online graphic design platform that allows users to create visually appealing content easily, even without prior design experience. Canva templates are excellent tools for enhancing your LinkedIn presence. Here are some examples of the templates designed by our Social Media Team and how they contribute to engagement and creativity on your page.
Template examples:
Speaker Announcement
Board Member Welcome
Quotes
Days of interest
Template example
• Consistent branding makes your page recognisable and professional.
• Visual appeal ensures posts stand out in busy feeds.
• Encouraging interaction (likes, shares, and comments) increases organic reach.
• Creative flexibility means you can adapt templates while maintaining a cohesive style.
• Speaker announcements build anticipation and encourage people to register or attend.
• Welcoming Board Members encourages likes, shares, and comments from the new members’ networks, increasing visibility.
• Sharing quotes makes key insights from articles digestible and shareable.
• Days of interest show awareness, inclusivity, and cultural engagement.
Adding Events on LinkedIn
Adding events on LinkedIn is a great way to promote your activity and engage with members. The events feature allows you to create, manage, and share events with your connections and the broader LinkedIn community. To add events on LinkedIn:
1. On the left side of the “Manage” section, click on the "+" button to create an event.
2. Fill in the event details and any other relevant information (e.g Eventbrite link, and tag the speakers).
3. Once you have filled in all the necessary information, click on the "Next" button to go to the page where you can add a caption.
4. Once you have added a caption, click “Post”.
Note : After the event is created, you can promote it by sharing event updates, inviting connections or specific individuals, and encouraging attendees to engage with the event page by liking, commenting, or sharing.
We also recommend working collaboratively with your fellow Board Members to promote events in the 3-4 week run up, e.g. ask your fellow Board Members to like, comment and reshare.
For guidance on scheduling a LinkedIn post, please watch this video .
Further Content to Consider
LinkedIn Polls – Polls are a powerful and effortless way to engage your audience. Use them to gather insights, spark conversations, and boost interaction. Whether you're seeking input on your Board’s event plans or measuring your audience's understanding before and after an event, polls provide real-time feedback. They also help you learn what resonates with your audience, giving you valuable insights—just like this example from the South East Board.
Self recorded video - Raw video footage is engaging on LinkedIn because it feels authentic, relatable, and spontaneous—qualities that resonate well with professional audiences. See here the example from the Scotland Board who had one of their event speakers record their answers to audience questions.
Series based on an awareness day - why not choose an awareness day or month and plan a month long series of relevant content around it? Keeping content consistent will help engage your audience and ensure they keep coming back. See an example here of how the South West Board engaged their members during National Mentoring Month.
Do's & Dont's
Our social media pages are accessible to the public. So when posting on these platforms, here are some of the important do’s and don'ts to keep in mind:
Do's:
• Use relevant hashtags/CMI related hashtags and @ mentions to reach the right people or to relate to your content, industry, or target audience and encourage engagement.
• Where necessary, remember to tag the event’s partner organisation, as well as guest speakers in your posts.
• Keep your content concise and use simple, direct language to engage our audience effectively.
• Diversify your content - Try a mix of content to see what works best for your audience. Don’t be afraid to use more than one format! (Videos, Audiogram, Canva, articles)
• Treat each post as a conversation: LinkedIn algorithm is optimised for conversations. Try to encourage a response and make sure you’re replying back to each comment to keep your audience engaged.
• Try to tailor your content to fit the specific requirements and features of each social media platform to maximise reach and engagement.
• For any general enquiries, please refer to our response examples on how to promptly address comments and messages.
Don'ts:
• Avoid using more than 5 hashtags in a single post, as it can appear spammy and diminish the impact of your message.
• Avoid complex terms or unnecessary jargon.
• Avoid engaging in political discussions or taking a stance on political issues in all social media communications.
• Don't spam the page with excessive posts or repetitive content that may lead to unfollows or disengagement.
• Don’t forget to double-check your posts for any spelling or grammatical errors before publishing to maintain a professional image.
Refrain from getting involved in online conflicts or controversial discussions. In the event of rude comments or distasteful remarks on a post, please reach out to your Regional Manager who will take the appropriate action.
Generic Responses
On occasion, members or the public may ask questions in the comments or tag us with enquiries. Here are some generic responses that you can use as a reference when addressing comments on social media.
Example 1:
Hello [Name of Enquirer],
Thank you for your message. To ensure a swift response, please email your query to cmiregionalsupport@managers.org.uk. Our dedicated team will forward it to the appropriate CMI [Region Name] Regional Board who will be in contact with you shortly.
Best regards, CMI [Region/Nation Name]
Example 2:
Hello [Name of Enquirer],
Thank you for contacting us. To ensure a prompt response, please email your query to cmiregionalsupport@managers.org. uk. Our team will be in touch with you shortly.
In the meantime, you can explore our website at www.managers. org.uk to learn more about CMI and the range of resources we offer.
Best regards, CMI [Region/Nation Name]
Note : When it comes to negative comments or distasteful remarks, refrain from getting involved and please reach out to your Regional Manager who will take the appropriate action.
Meet the Team
Events Team
Regional Team
Jamil Karkach
Claire Coull SENIOR
Amanda Rose
Samantha Sin
SENIOR
Janet Eady
HEAD OF EVENTS, NETWORKS & REGIONAL OPERATIONS
Joanna Frohmaier
Karen Horne
Natasha Clegg
Michael Bolt
Mar y Bolawole
Lauren Elliott
Matt Rober ts
The Chartered Management Institute (CMI) works with business and education to inspire people to unleash their potential and become skilled, confident and successful managers and leaders.
With a wealth of practical qualifications, events and networking opportunities on offer throughout the UK and Asia-Pacific, CMI helps people boost their career prospects and connect them with other ambitious professionals in any industry and sector.
In fact, CMI has more than 160,000 people training to be better managers right now. Backed by a unique Royal Charter, CMI is the only organisation allowed to award Chartered Manager status –the ultimate management accolade.
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