While more and more nonprofits are using social-media tools like Facebook and Twitter to publicize their mission and work, to raise money, and to attract other types of support, many organizations have not established policies or crafted basic guidelines for how employees should use social media.
As a result, some nonprofit employees have made embarrassing mistakes or created uncomfortable situations for themselves or their employers. What can nonprofits do to avoid such pitfalls? What should nonprofit leaders know about establishing policies or guidelines to govern how employees use social-media tools?
Below is the transcript of a live online discussion with social-media managers at two of the nation's biggest charities.
Danielle Brigida, digital marketing manager at the National Wildlife Federation, where she uses online tools and social-networking sites to publicize the group's work and track emerging trends.
Wendy Harman, director of social strategy at the American Red Cross, where she created the organization's social-media policy and guidelines for the charity's more than 600 national chapters.