Steven Dodds
Joint head of planning
DMS
12 Oct 2010

This is definitely an interesting (and perhaps cynical) look at social networking. I don't disagree that situations such as these arise, but equally I don’t think that’s a reason for charities not to engage in online activity.

The chances are that negative actions such as online complaints and the advent of specific hate groups will happen whether the charity has an active social networking strategy or not. So surely being a part of this ‘debate’ is imperative in giving charities a chance to share their views and respond to any criticism?

I don’t agree that social networking’s just a ‘useful starting tool for dealing with negative fallouts’ as the post suggests – I see it more as a necessity for all charities to deal with both the positives and negatives that come with their sector, while engaging with an audience that they may not otherwise have access to.

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Howard Lake
Director
UK Fundraising
5 Oct 2010

Doesn't this simply confirm that social media is important to charities? Charities can use it to support their work, if they choose to, and detractors can use it to criticise a charity.

The fact that both approaches are adopted underlines the perceived importance of getting one's message across in these channels.

And it was ever thus. Think of all the domain name hijack attempts in the late 1990s when people grabbed charity domain names and used them to criticise them or denigrate them.

Charities on the receiving end of this included Leonard Cheshire Foundation (as was), Scope, and PETA.

Want to take a pop at a charity or indeed anything? Social media is quick and free, and can help you achieve your aims.

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Rob Dyson
PR Manager & social web
Whizz-Kidz
5 Oct 2010

Nice post, and raises an important point that once on social media it's important that you a) use it wisely and b) monitor and evaluate. I use free tools such as samepoint.com (which gives you live capture of microblogs and displays what people are saying and sharing about you on things like Twitter). It's wise to address any issues or complaints quickly and transparently - and if 140 characters isn't enough, why not signpost an upset tweet to a space on your website or blog to explain your position in more detail?

Things I try and remember when tweeting as @whizzkidz is not to retweet or forward anything controversial because it can look like an endorsement. As we well know, tweets can now be interpreted (for better or worse) as press releases, and be held up by other media as an official statement from your organisation.

Having fun and being conversational is all part of Twitter and Facebook; but we also need to respond and address, as well as 'broadcast'. I have found @BTCare - BT's customer service twitter handle - is hot on targeting upset customers, and has certainly got in touch with me with assistance, a number to call, and checked up afterwards to see if my problem is resolved. Social media is another tool for us to raise awareness, resolve problems, and say "thanks" every now and again. I think of it as a mash-up of a communications / helpline / customer services / marketing and fundraising function!

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