Increasingly, social media platforms have become online communities that are central to the way users connect, spend, and socialize. Pew Research’s 2021 report on social media use indicates 72% of American adults use social media, with a majority of Facebook, Snapchat, and Instagram users logging in daily to check their feeds.
While it might be tempting to turn a blind eye to your employees’ social media use, the reality is most of your staff has an online presence. And without a social media policy for nonprofits in place, a small misstep online could do damage to your organization’s reputation and brand. That’s why it’s imperative to establish and implement a nonprofit social media policy.
A nonprofit social media policy is a set of guidelines about how a nonprofit organization and its staff and volunteers should interact online, specifically on social media accounts. Social media policy for nonprofits can cover both the organization’s brand channels as well as how employees use their own social media accounts either professionally or personally.
You can think of a social media policy for nonprofits as a code of conduct for online spaces instead of office spaces. It can span a wide range of issues, from responding to customer service complaints to security and password protocol. A nonprofit social media policy template also details the kinds of content that would be considered problematic and how employees can participate in brand advocacy.
The days of saying employees can’t be held responsible for what they post online have definitely passed. Today you ignore the need for a social media policy for nonprofits at your peril. Here are a few reasons drafting and implementing a social media policy is crucial to your nonprofit marketing strategy and can help mitigate risk for your organization’s brand.
Setting expectations for social media use can be tricky for nonprofits because they can be staffed by a large number of volunteers. But when people join your organization, your social media policy for nonprofits should detail how to engage in advocacy online and empower your mission with appropriate messaging. Otherwise, you risk an errant post on Instagram or Facebook compromising the reputation of your nonprofit and alienating potential donors.
Increasingly, online platforms have become clearinghouses for customer service complaints, and the nonprofit space is no different. Establishing a social media policy for nonprofits ensures that when staff stumble across someone with a negative experience, they know how to respond and who to contact. The Humane Society was an early adopter of social media, and its network of nonprofit organizations is a great example of how staying active and engaging in online communities can avert a PR crisis and build your brand.
Because a social media policy for nonprofits also defines content and tone on brand channels, it can be a great tool to keep the voice of your organization consistent. Clarifying who is in charge of posting on social media is also essential because it helps employees and volunteers understand their online responsibilities and avoid potential security breaches. The fallout when a social media account has been compromised will garner your nonprofit attention, but for all the wrong reasons.
While you might run out and start googling “nonprofit social media policy template” after skimming the section above, it’s worthwhile to consider exactly what a social media policy for nonprofits should include. Look for a nonprofit social media policy template that details the following:
And last but not least, provide plenty of easy-to-use social media templates that reflect your nonprofit branding. Lucidpress has customizable templates that are perfect for keeping your nonprofit social media posts consistent and professional.
Download our free ebook to learn more about social media policy for nonprofits and how to keep your nonprofit messaging mission-focused.