The Charity Commission’s recently published guidance is a helpful reminder that social media can be a fantastic asset for charities, whether that’s raising awareness, engaging supporters or reaching new audiences quickly. But it also comes with risks. 

The pace of online communication means it’s easy for something inappropriate or harmful to be posted, and once it’s out there, it can be difficult to undo. The key takeaway is simple: social media isn’t “separate” from your charity’s work. It’s part of it, and the same trustee duties apply. 

Your duties still apply online

Trustees should approach social media in the same way as any other activity. That means making sure it supports your charity’s purposes, is in its best interests, and complies with relevant laws and regulations. It also means thinking carefully about how content reflects on the charity and whether it aligns with your values and objectives. 

A good policy goes a long way

One of the most practical lessons from the recently published guidance is the importance of having a clear social media policy. If your charity uses social media, you’re expected to have a framework in place that sets out how it should be used, who is responsible, and what to do if something goes wrong. This doesn’t need to be overly complicated, but it should be proportionate to how your charity uses social media. Most importantly, the policy should be kept under constant review.  

Oversight matters (even if you’re not posting)

Even if trustees aren’t involved in day-to-day posting, they remain responsible for what the charity publishes. The guidance highlights the importance of proper oversight and making sure there are appropriate checks and controls in place. This includes thinking about who can post, what approval processes are needed, and how issues will be managed if they arise. 

Think ahead, not just react

Finally, the Commission encourages charities to take a proactive approach. That means thinking about risks in advance - such as engaging with sensitive topics, campaigning, or interacting with the public online - and putting safeguards in place. It also includes taking extra care where vulnerable people may be involved.

It’s not just your posts that matter…

One of the more subtle risks (and one that’s very easy to overlook) is that social media isn’t just about what the charity itself posts. Individuals, other organisations or the media can post about your charity and seriously impact your reputation – for better or for worse!

Supporters or ambassadors linked to the charity may all have their own platforms and audiences, and what they say can have a very real impact. The same is true of trustees, employees and volunteers. It’s a useful reminder that social media risk doesn’t stop at your official accounts. Thinking about how your charity is associated with others online, and setting clear expectations where possible, can be just as important as managing your own channels.

The bottom line

When used well, social media can be an incredibly effective tool for charities. But the message from the Commission is clear: good governance needs to sit behind it. With a clear policy, proper oversight and a bit of forward planning, charities can use social media confidently whilst also protecting both their reputation and their beneficiaries.

We support charities and trustees in strengthening their governance. For any questions regarding this blog, please contact Edwina Turner in our governance team.