Using the internet to promote an organisation is a pathway that most charities recognise the importance of. Having an online presence, such as a Facebook or Twitter account, is crucial in gaining support and increasing donations. However, mistakes are inevitable when communicating with your followers over the internet.
A crisis quite common in charitable online communities is negative interaction between a member of the organisation and a consumer. For example, replying to a tweet in an unprofessional manner.
Here are some tips for you to follow if you do find yourself in an difficult position:
- Try to handle the problem in the first 24 hours.
- Admit when you are wrong and apologise to anyone you have offended.
- Be professional. If someone voices a complaint on your social networking site, reply with a polite, formal answer, such as: “Thank you for your comment. We are looking into it and will get back to you ASAP.”
- If the crisis is widespread, take steps to put things right. This could be by explaining the situation in a Facebook status. Adapt the tone to fit with each site.
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