Nonprofit social media from an accounting point of view

Nonprofit organizations are more and more engaged in communications with social media. In a nonprofit marketing guide blog post, several stats are quoted, including 46% of the respondents using Facebook to raise funds. But the conversation goes both ways – about the organization as well as from the organization.

With the noise growing louder by the day, what are people saying about your organization? While not directly related to finance, your organization’s reputation does have an impact on financial contributions. So, managing your social media is a form of internal control. Here are three steps to being proactive about your social media presence:

  1. Start by having a social media policy to define how information about your organization is distributed. This is especially important when you have headquarters as well as chapter organizations. Your social media policy can also govern employees’ use (or your desire for lack of use) of social media while at work.
  2. Designate one or more people to monitor what is said about your organization online and respond appropriately to comments. If comments are negative, meet to discuss how to handle the situation so that you present a unified response.
  3. Limit the number of users with creative access to your social media accounts – Facebook, twitter, LinkedIn, You Tube. Doing so will manage your ‘official’ profile, and it’s a way to manage your brand to keep messages consistent and planned.

Your online and social media presence offers a great opportunity to tell your story and engage with your audience of supporters, donors, volunteers, employees and board members. Being constantly aware of how you’re portrayed prevents disasters and keeps your organization moving forward according to your plans.