Social media is a powerful tool for nonprofits to spread their message and connect with communities. But with great power comes great responsibility. Employees, volunteers, and board members can either boost your organization’s image or inadvertently cause harm if they don’t understand the risks. A thoughtful social media policy ensures everyone knows the rules and expectations around representing your nonprofit online.
Key Risks to Address in Your Policy
Social media use carries potential risks, including:
- Defamation claims
- Damage to your nonprofit’s reputation
- Copyright infringement
- Privacy invasions
- Disclosure of confidential information
Being proactive helps minimize these risks.
Defining Who Represents Your Nonprofit Online
Your policy should clearly state who is authorized to speak or post on behalf of your nonprofit. This includes anyone who:
- Attends or speaks at events representing your organization
- Writes articles, blog posts, or social media content
- Serves on boards or committees related to your nonprofit
Clear definitions help maintain a consistent message and limit risk.
Creating and Implementing Your Policy
Work with leadership, legal counsel, human resources, and marketing teams to develop a policy aligned with your nonprofit’s culture. Educate everyone involved on safe and effective social media use—not just the rules but also the “why” behind them. A sample policy is available in Practice Aid PA-19 (Tax Planning and Advisory Nonprofit Tax and Governance topic) for reference.
Additional Considerations: Website and Linked Sites
Remember, your nonprofit’s website and linked external sites are part of your communications. Regularly monitor external links to:
- Avoid unrelated business income pitfalls
- Prevent prohibited political activities that could affect your tax-exempt status
- Guard against private benefit or inurement issues related to endorsements or sponsorships
Practical Tip: Ongoing Monitoring Is Crucial
Having a policy is just the start. Regularly monitor social media channels and websites to identify and address potential risks promptly, keeping your nonprofit’s reputation safe.
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