Online criticism – criticism of you, or your organization, is unavoidable. Even if your organization or program foolishly decides not to use any social media at all, in a futile effort to avoid criticism, others WILL talk about your organization online, some to criticize it, and perhaps even to spread misinformation. Your organization, no matter how small, needs to know how to address online criticism.
NTEN has a good blog on addressing online criticism and trolls: Navigating Naysayers: Managing Difficult Social Media Interactions, by Charrosé King, Senior Social Media Specialist, American Psychiatric Association. “Social media can feel like an incredibly dark place, but don’t let hate silence you or your organization’s messages that other people need to hear.”
My own resource: How to Handle Online Criticism / Conflict. How a nonprofit organization, government office or community initiative handles online criticism and conflict speaks volumes about that organization or initiative, for weeks, months, and maybe even years to come. It can even cause discord offline, among volunteers and employees. There is no way to avoid criticism, but there are ways to address criticism that can actually help an organization to be perceived as even more trustworthy and worth supporting. An organization MUST be able to honestly and openly deal with online criticism, particularly from supporters and participants. Otherwise, the organization puts itself in a position to lose the trust of supporters and clients, and even generate negative publicity — and, once lost, trust and credibility can be extremely difficult to win back.
And it brings to mind a thread I started on TechSoup called It’s not always Tech For Good. The first story is about how a VSO Volunteer from Britain working in Kenya persuaded two leaders from the Maasai tribe, a seminomadic people living in Western Kenya, to do an “Ask Me Anything” on Reddit. To persuade the village chiefs to do the interview, the volunteer said that people across the world wanted to know more about the Maasai community and may even be willing to offer help. Sadly, the online event got hijacked by porn pushers. The next post, also by me, is about how location services on a smartphone can be grossly misused by others, such as an anti-abortion campaigner that uses such to push services to reach women who check-in at fundraisers for pro-choice events. the thread is still open and additional stories are welcomed.
And on a somewhat related note: Yes, Nonprofits Get Scammed, Too: Security Tips to Avoid Phishing, Pretexting, and Baiting is worth your time to read and share with your staff. “While the technology we depend on has changed over the years, people’s social behavior hasn’t. This leaves us at risk of having our goodwill exploited. In security circles we call this scheming activity social engineering. It’s an attempt to acquire sensitive information for malicious reasons through deception… Awareness and vigilance will go a long way towards protecting yourself.”