Over the past few years, the use of social media in organisations has increased significantly among charity staff and trustees, as shown in Onboard’s report ‘Governing with Intent’.
Despite this, social media is still relatively low on many charity trustee boards’ priority list. It has been reported that they “are lagging behind their social media and communications managers in their attitude to digital technology and are not placing new technology at the forefront of their thinking”.
In a recent article for Charity Comms, Tesse Akpeki, senior consultant at Onboard, offers advice on how boards can engage in digital communications. She suggests:
- Using social media as a form of feedback for the charity or organisation
Social media offers the perfect chance for trustees to find out how their organisation is doing. “Reports of feedback should be given to the board as this is an important tool to monitor performance, inform strategic planning and increase the quality and impact of services”.
- Seeing it as an opportunity to manage risk
Trustees should examine what they can do to manage risk, as it’s important that they “protect their data, staff and services from cyber issues such as malware, phishing scams, email attacks, hackers and trolls”. It’s also important that trustees ensure that financial controls offer adequate security for online giving.
According to Akpeki, The Bring Your Own Device (BYOD) trend weakens the security of data, and staff may consider transferring to a Choose Your Own Device (CYOD) regime, as well as investing in anti-theft software.
- Recognising its potential to attract and support young trustees
It is important that boards are able to appeal to young trustees and help them in the correct use of a multi-media approach. “Younger trustees or advisory boards will have a different approach to social media and should be supported by both the social media managers and board”.
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