Join the discussion on Twitter: What does your social media policy look like? #DTW2022

 

Whether your charity employs a lot of staff or relies on a team of volunteers, you have an army of supporters to promote your cause on social media.

 

But how do you get everyone – from social workers and skydivers to treasurers and trustees – singing from the same hymn sheet? And is it worth the risk, when one wrong word can lead to backlash?

 

A good social media policy explains what acceptable online behaviour looks like, as well as what’s desirable. By setting some boundaries and modelling ideal behaviour, you are more likely to engage potential supporters in a positive way.

 

 

The risks of unfettered online behaviour

 

Social media is awash with people taking sides, from the simplest misunderstandings to the worst possible offence. We all risk our next post being the one that blows up in our faces.

 

There’s always a danger that a member of staff or a volunteer might misrepresent your work or say the wrong thing and leave you tainted by association. Worse still, once something is out there it’s difficult to contain it. You can delete a post, but the damage is done. It can live on through screen shots and even raise its ugly head years down the line.

 

As a result, your staff and volunteers may hesitate to say anything online for fear of putting their foot in it. That means you’re missing out on a valuable marketing resource.

 

 

Creating your charity’s social media policy

 

So how do you mitigate those risks? A robust social media policy sets clear boundaries for everyone. Here are a few areas your policy ought to address.

 

 

Plan for the worst

 

Make it clear what to do if your charity is ever embroiled in a controversy or online negativity. As with any negative PR, the best response is to have a clear route for escalation.

 

Only your social media team or an authorised spokesperson should respond. Tell everyone else to keep quiet and direct people to the official response, to avoid fanning the flames.

 

 

Protect personal information

 

Case studies are a powerful tool in your marketing toolkit, but they must be carefully managed. Your team should be aware that the privacy of service users and vulnerable people is paramount.

 

Your social media policy will overlap with your data protection policy and confidentiality agreements. Encourage people to shine a light on positive beneficiary stories through the proper channels. That way they can be captured for future use, and anonymity and permissions can be carefully managed.

 

 

Inclusivity and offence

 

Charities are working hard right now to be inclusive. Be clear about any specific terminology to use or avoid in relation to your cause and its beneficiaries. And make it clear that you won’t tolerate any form of hate speech from your staff or volunteers.

 

 

Keep grievances offline

 

Make sure people know where to go if they are unhappy in their role or have concerns about anything they’ve seen at the organisation. This is where your social media policy collides with your grievance procedures and whistleblowing policy.

 

Grievances should be dealt offline and through the official channels. But take them seriously – if people don’t feel they are being heard, they may air your dirty laundry on social media.

 

 

Have a strong brand

 

A clear brand purpose makes it easier for people to spread the word. If you haven’t reviewed your brand messaging recently, make sure it reflects your organisation in 2022.

 

Share some simple guidance to help staff and volunteers explain your work using consistent language. And pick up on ‘bad behaviour’ – old habits die hard and you’d be amazed how long messages can hang around beyond their ‘sell-by date’.

 

Cats Protection dropped the word ‘League’ from its name in 1998, yet people still use it more than 20 years on.  

 

 

Be transparent

 

If someone is promoting your organisation online, it’s always a good idea to disclose any affiliations. Encourage people to be open that they work for the charity when they share endorsements.

 

 

Protect your followers

 

Your social media accounts are an asset. If one member of the team is particularly prominent online, or has primary responsibility for your brand accounts, ownership can get confusing.

 

Do those engaged followers belong to the charity or the individual? Make sure you are protected if that person leaves to avoid future disputes.

 

 

Control distractions

 

A social media policy needs to outline not just what people can share on social media, but when they can do it. Social media is addictive, so set expectations on acceptable social media use while people are performing roles.

 

This will vary depending on the role, but just like personal phone calls in work time there are acceptable limits. And with increased remote working nowadays, it’s important to set expectations.

 

Borrow from the best

 

There are some great examples of social media policies online, like the seven examined by Everyonesocial. You may think you have little in common with Coca Cola but remember that people are people. Feel free to borrow from the best; the Coca Cola line “when in doubt, do not post” may be some of the best social media advice you’ll find anywhere.

 

There are templates available to help you write your own policy. Hootsuite has a downloadable template, or you can try the one from CharityComms.

 

Rolling out your new social media policy

 

If you use a template, be sure to tweak it to your needs. Take the specifics of your charity into account, like how you are organised and the type of work you do. Remove anything you don’t need – people are more likely to read something succinct!

 

When you issue your new policy, be clear you’re giving the green light for people to talk about you online. You want to help them navigate something complex, not place unreasonable restrictions on them.

 

To encourage engagement, be sure to recognise good behaviour. Like and retweet their posts where appropriate. And acknowledge the people who are doing social media well – let them set an example to others and you’ll be on to a winner!