Socially inadequate

I was reading someone's blog recently that was offering tips for charities on how to 'Tweet' properly. I was having a peek because I'm currently helping out a small charity with some PR and comms support and wanted to see if there were any tricks I was missing to add into my plan.

The tips in the blog were fairly basic and the comments underneath, from charities, nearly pulled the blogger's virtual being apart – describing his tone as patronising and out of touch. Charities, quite frankly, can tweet with the best of them, they chorused.

This is true to a certain extent – look at any of the big national charities and you will find they have all invested in social media to engage with thousands of their loyal supporters and promote the cause. But what about the little ones? The ones that do vital work in their local communities but on tiny budgets?  

When I approached the trustees of this small charity I am helping with my new plans for re-branding, website overhaul, improved PR and a social media strategy – it was the Twitter and Facebook suggestions that left them cold.

This charity desperately need to raise funds to be able to continue their work so I was surprised they would turn their back on what is basically 'free' exposure. But I also understood. Their particular work is based on confidentiality ­– and not shouting about it from the virtual rooftops. They feared a backlash from ‘exposing’ their name too much.

It's a fine line and one that needs to be trodden by communicators with extreme care and sensitivity. I could see the benefits of a new approach involving social media (not only to raise funds but also awareness) but I could also understand their concerns. 

Social networking may now be considered the norm by most major organisations and charities but for a lot of smaller businesses and local charities they are still working out where it sits in their communication mix and what benefits it can reap. 

Social media has to be handled in the same way as any new communications channel – it’s the same set of principles just a different set of tools. 

One thing is for sure, it can’t be ignored. There’s no stopping the conversation ­– even if you choose not to take part in the debate.