|Social Media and the Planned Parenthood/Susan G. Komen for the Cure Controversy|
Consistency is Key. Your External Communication Policy is the vehicle by which you interact with all groups outside of your organization. Social media is a powerful set of tools that allows you to engage your public stakeholders. Your organization’s mission is most important—you cannot bow to external pressures without compromising your mission.
Communication Space. Active surveillance of the content posted, new content being created by users, and feedback thereon is essential to not only driving the agenda of the debate, but also to empower followers. The communication must at least be bidirectional and efforts should be made to facilitate multilateral exchange of ideas.
Evasive Maneuvers Will Boomerang. Deleting content and\or disabling comments in the public domain are actions that not only alienate supporters, but also leads to loss in credibility.