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Managing your brand in a digital world

Howard Lake | 15 March 2013 | Blogs

I went to a very enjoyable breakfast seminar by CharityComms about managing risk and reputation. There were two great speakers with Jill McCall, Senior Brand Manager at Cadbury’s and Adrian Thomas, Head of External Relations from the British Red Cross.

I found it especially interesting as it is increasingly challenging to manage your organisation’s brand within the social media world we are now in. As Adrian said “Brand is what people say about you when you are not in the room” – That room is online and widely accessible to anyone and everyone who wants to listen or join in!

There was a lot of great content shared by the speakers, but there were a few key summary points I took away and wanted to share are below:


Getting Started with TikTok: An Introduction to Fundraising & Supporter Engagement

On your brand

Handling negative issues from via social media

When handling an issue it’s important to follow the 3 key rules: Be 1. Open, 2. Honest, 3. Responsive. With social media and the press it can be easy for something to snowball out of proportion. Therefore when responding it’s important to:

All organisations are open to their reputations being challenged, it doesn’t matter whether it’s a charity or a commercial organisation.

There is a storify kindly put together by @LondonKirsty from the seminar for those who’d like to read more from the seminar.

Vicky Reeves is MD of charity sector digital communications agency Chameleon