Trustees must be aware of the risks associated with their charity’s use of social media, the Charity Commission has warned.
In guidance on the use of social media by charities, published today, the regulator reiterates that charities can use social media to engage in campaigning and political activity, provided it is within charitable law, and can be involved in issues that “provoke strong emotions”.
The guidance says social media can be a highly effective way for charities to engage with their audiences and says charities should have policies in place to enable trustees to plan for the risks involved.
But the regulator has warned that its casework showed a “knowledge gap”, where trustees are not always aware of the risks that can arise from using social media and do not have sufficient oversight of their charity’s activity in this area.
The regulator ran a consultation on draft guidance between January and March, which attracted almost 400 responses.
It said it had “made a number of changes to clarify the commission’s regulatory expectations in the light of the feedback” after some respondents said it could be clearer on what it expects from trustees.
Experts had warned that the draft guidance could make trustees more risk-averse and set unrealistic expectations on trustees.
But the revised guidance says the regulator does not expect that every charity will involve trustees in the day-to-day running of their social media activity and says there is no expectation that trustees monitor personal social media accounts.
But, it says, “if they become aware of content posted or shared by an individual being associated with and having a negative effect on the charity, they should consider what action to take to protect the charity”.
The revised guidance says that charities using social media should have a policy in place to explain how using the platforms will help deliver the charity’s purpose and should include the charity’s own guidelines, such as those on the conduct of trustees, employees and volunteers using social media on the charity’s behalf.
It also says charities should have guidelines to manage the risk that content posted by individuals connected to the charity in their personal capacity, particularly those who have a high profile, such as chief executives, could negatively affect the charity by association.
The guidance includes a checklist to help trustees and senior employees have “informed conversations on what the right policy for them looks like”.
Paul Latham, director of communications and policy at the Charity Commission, said: “There are many benefits to using social media, which can be an effective tool for campaigning, communicating with the public and reaching new and existing supporters.
“However, trustees need to be alive to the risks it can generate, including to a charity’s reputation.
“We have published this guidance because we want trustees to think carefully about what they want to achieve when using social media and then apply our guidance to help ensure their charity is protected.”
Jay Kennedy, director of policy and research at the training and publishing charity the Directory of Social Change, said the new guidance was a “considerable improvement” on the earlier draft.
“The commission seems to have genuinely taken on board consultation feedback and been transparent about the changes it’s made,” he said.
“The new version is more positive about the potential benefits of social media and more realistic about the level of detail that trustees can realistically be expected to supervise in this area.
“It puts the emphasis more clearly on trustees having the right policy and processes in place to mitigate risks, which is what’s needed.”
Jane Ide, chief executive of the charity leaders body Acevo, said: “We welcome the Charity Commission guidance offering trustees clarity on setting policy in use of social media, in supporting leaders and staff and in stating clearly that charities not only can, but should not hold back from, campaigning politically and engaging in emotive issues.
“It’s refreshing and to be welcomed that the commission takes its consultation role seriously and has taken on feedback from our members and many across the sector.
“The guidance supports trustees in their resolve to use social media boldly, bravely and appropriately in the furtherance of their causes and charitable objects.”
Sarah Vibert, chief executive of the National Council for Voluntary Organisations, said: “These latest changes help ensure charities are able to effectively and efficiently maximise the opportunities that social media bring to ensure they are able to meet their charitable objectives.
“We are grateful to the commission for listening to concerns and feedback from NCVO members, and ensuring they were addressed in the latest revised guidance.
“This latest update to the guidance clearly reiterates the legitimate role of charities to campaign if it is in the interests of meeting their charitable objectives.
“We hope the new guidance will give trustees and sector leaders the confidence and clarity on the parameters they need to use social media well in their vital work.”