Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 23

One of the most frequent concerns we used to hear from nonprofits about using social media and participating in conversations with people online was that they would lose control of their messages. They feared people would say bad things or manipulate their image in some way.

It's questionable whether that kind of control really ever existed, but the reality is that it is long gone. If someone wants to bad-mouth you online, they can do it right now whether you are there to see it and respond or not. Shutting down your computer or phone won't prevent those conversations from happening. They'll just happen without you there to correct any misconceptions.

Rather than trying to avoid awkward, negative, or challenging conversations online, your better approach is to learn ways to effectively engage in and, where possible, manage the way those conversations play out over time. Try to bring consistency to your messaging. It's much easier to steer a conversation and to suggest topics for additional discussion than it is to control what people say.