The headlines are all too common. Two police officers fired for inappropriate Facebook posts. Thirteen officers fired and dozens disciplined after investigation of social media activity. What was notable about both of these cases is the fact that those involved had all recently completed department-mandated training on the proper use of social media. If these officers just completed training on this subject, then why did they all still behave in ways that cost them their jobs? Many emergency services agencies require training on managing social media for their members. Sometimes this training works well, and sometimes it doesn’t seem to help at all. But why? Social media training may be ineffective for three general reasons: The content is incomplete or wrongly focused. The delivery undermines the message. Organizational commitment does not back the training intention.