Don’t Let Social Media Become a Danger Zone for Your Nonprofit

Social media can be a danger zone for your cause, especially if you haven’t outlined clear expectations through a policy for your organization. The voices of your employees and volunteers can cast a shadow or a light on your organization’s image. 

One of the most awkward experiences I’ve had leading a nonprofit occurred during a political election. The spouse of one of the organization’s employees shared a social post that was extremely harsh to one particular political party. A donor, who was friends with this individual on the social platform, contacted me to see if the post she read was the organization’s perspective and to share how offended she had been by it. It took several weeks and several conversations to re-establish the relationship. 

There is great wisdom in having a social media policy for your organization. Still, in some situations, including the experiences I just shared, no policy will extend far enough to cover all offenses. That is where your brand, core values, and insight from Rotarians can protect you. 

Your Brand.

Suppose your employees, volunteers, board members, and anyone who has access to your social channels understands your brand. In that case, they will intuitively understand what can and should be posted on social media. Your internal brand has a significant impact on your external reputation. Make sure all are in sync, and the cornerstones of who you are and what you believe are understood. 

Core Values.

Ideally, your values are the framework for making decisions – even those as seemingly minor and temporary as social media posts. For example, a core value of Ronald McDonald House Charities is to celebrate the diversity of their people and programs. This core value automatically and intrinsically acts as a barrier to anything that would demonstrate a lack of respect for others. While RMH is a stellar example, it’s worth mentioning that core values are only as strong as their adoption and promotion within an organization. 

Rotarian Wisdom

The Four-Way Test is a well-known moral code of Rotary groups worldwide. It’s simple, easy to remember, and provides an excellent framework for most communication, especially on social media. The test is these four questions:

1. Is it the truth?
2. Is it fair to all concerned?
3. Will it build goodwill and better friendships?
4. Will it be Beneficial to all concerned?

Encourage your team to use these guidelines in their communication, whether internal dialogue or external, as in social media. There is a limit to what any social media policy can do to protect your organization. Individuals have the right to share their thoughts and opinions, which is a GOOD thing. However, teaching the benefit of good communication can have an incredible impact beyond your organization’s walls, brick, and mortar or social.