Love it or loath it, you’re on social media [
IN THE 21ST CENTURY every charity – of whatever size and whether it employs a lot of staff or relies on a team of volunteers – has some kind of social media presence and ‘an army of supporters’ promoting their cause on social media. It can be a thorny problem deciding how do you get everyone singing from the same hymn sheet – from social workers and skydivers to treasurers and trustees. In order to address that problem – among the myriad others – a social media policy is a ‘must’ for all charities. Fortunately, help is at hand from Denise Atkins, copywriter and content designer at Charity Digital. In a ‘how-to’ guide downloadable from the forum’s website at charitydigital.org.uk she explains Why every charity needs a social media policy. She says: “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.” She points out the risks of unfettered online behaviour, with social media being awash with people taking sides: “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.” A robust social media policy can help prevent such a scenario by setting clear boundaries. She goes on to list a few priorities 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.
• Protect personal information: 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. • Inclusivity and offence: 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: Grievances should be dealt with 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. • 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. • Control distractions: Social media is addictive, so set expectations on acceptable social media use while people are performing roles. • Borrow from the best: There are templates available to help you write your own policy. Hootsuite has a downloadable template, or you can try the one from CharityComms. She goes on to explain how to best roll out the policy and ensure everyone in the organisation is aware of it. q
Until clefts are preventable, help is available worldwide [TODAY, ONE IN 700 BABIES in
the UK are born with a cleft lip and palate, the most common form of birth defect. The impact on a child’s life as they grow is profound. It may affect not only the way they look, but also their speech, hearing and dental development. And it can leave deep psychological scars. In the developing world, patients with clefts are frequently not operated on until later in life, if at all. As a result, they may be malnourished and unable to talk well or hear properly. Often, they will be social outcasts. At CLEFT, our vision is of a future where clefts are preventable. Until we get there, we want to improve the lives of those born with cleft lip and palate – in the UK and in poorer countries around the world.
Join the research effort
By funding research, we continue to make headway into understanding why clefts occur and to deliver pioneering new treatments that deliver kinder, more effective and more efficient care for children with cleft lip and palate. By supporting the development of cleft centres in low and middleincome countries we aim to give children born with clefts in these poorer countries the same opportunities available to children in the UK. Each donation takes us a step closer to reaching our goal. All gifts could have a direct impact on changing the lives of many hundreds of thousands of babies and children around the world. Please join us and help us prevent clefts for future generations. q
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