How can charities best utilise social media?

Mark Lewis, head of Charity Law at Lodders, outlines the key considerations.

1. Setting a social media policy

This will help trustees, staff, and volunteers understand how your charity uses social media. The policy should also provide guidance on how to engage with the public on social media, set out conduct requirements, and explain what to do if something goes wrong.

Within its draft guidance, the Commission emphasises the importance of reporting serious incidents to them. Ensuring your charity’s reputation isn’t harmed is part of charity trustees’ duties.

2. Managing potential risks when posting content

The Commission states that your charity should ensure that social media usage is likely to comply with any relevant laws, such as copyright and defamation laws, as well as UK GDPR rules.

Bear in mind that publishing some content can even result in a criminal offence. This includes content that is indecent, grossly offensive, or threatening, in addition to communications that constitute a hate crime or are otherwise malicious.

To this extent, the Commission recommends that if your charity is involved with vulnerable individuals or campaigns around controversial topics, you should seek independent advice from a qualified professional.

3. Engaging with controversial topics

If your charity discusses controversial topics, the Commission suggests that you consider how this could affect your organisation’s reputation, the impact it might have on staff and resources, and whether your complaints process is fit for purpose.

4. Campaigning and/or political activity

If you are posting on social media, you need to be especially careful around election time. Your charity’s purpose must be for the public benefit and an organisation will not be charitable if its purpose is purely political. So, political campaigning cannot be a charity’s sole activity.

5. Fundraising via social media

The Code of Fundraising Practice applies to fundraising on social media and outlines the legal rules and standards required for fundraising. This includes the principle that your fundraising must be legal, open, honest, and respectful. The Commission expects all charities to fully comply with the Code.

6. Staying safe online

The Commission requests that charities adopt processes to manage who has access to their social media accounts, and to maintain overall social media security. You should know how to identify and report fake accounts for individuals or charities, as they can share inappropriate content, harming your charity’s reputation.

Mark Lewis

E: mark.lewis@lodders.co.uk

T: 01789 206135