Proceed With Caution
July 28, 2011 § 3 Comments
Prospect research, social media, and ethics #APRA2011
The 2011 APRA International Conference is underway, and alas, I cannot be there. I am observing the twitter feed from my perch in Chicago, however, and seeing that there is some really great conversation going on. I wish I were there!
One of the interesting conversations is about (what else) social media! Folks are debating the ethics of using social media as a source for prospect research content. I’m gathering from some of the tweets coming from Austin that people think the information shared through those channels is fair game. Jeanine Flores tweeted the question: Is it still too soon to use social media and analytics? My response is no, it’s not too soon, but I do think that researchers always need to be discerning about the source.
My rule of thumb when gathering information about prospective donors goes to the following question: Would the prospect be happy to see the information in their profile if they were to have access to it? If the answer is no, then you shouldn’t use the information. Some may argue that if the social media is in the public realm, open and available for anyone to see, it’s okay to use it to build solicitation strategy. While the information may be out in the open, it is important to consider the intended audience. If a blog is out there to share with family and friends, even if it is open for anyone to see, gathering any information from that source can pose a risk to the relationship between that prospect and the organization.
To illustrate my opinion, I will say that any information that someone posts on LinkedIn is fair game. This is a professional networking site, and the intention of using this tool is to expand your professional network. Presumably, the end users want their information to be discovered here. Facebook, on the other hand, is more personal in nature. Also, I don’t assume that people have a clear understanding of the privacy settings on Facebook. While I would not say that everything shared there is off limits (if you do indeed have access to it), be mindful and discerning. For myself, I will simply not look for or use any prospect information from Facebook.
In addition to this debate, I saw a few tweets referring to the need for every organization to establish a social media policy which includes something about prospect research and ethics, or that the confidentiality and ethics statement for the prospect research team includes something about the use of social media.
The bottom line on social media as an information resource: be discerning, proceed with caution, and when in doubt, don’t use it.