Is social networking a charity's friend or foe?

Are charities and fundraisers investing too much trust and value in social networking - especially Facebook?

Two articles I've recently come across make me believe that we should exercise caution, and keep our biggest investments in those areas we can control - our websites and our blogs.

"Navigation Nightmare: The Deadly Danger of Facebook, Twitter, Google and the iPhone" is an excellent PDF whitepaper which makes a very good case for promoting your domain name, not your Facebook page or Twitter handle.

You never know when Facebook and Twitter will change the rules and their interface once again and everything you have invested in building a following via these sources disappears. Much better to keep your website domain name consistently in front of supporters and donors, with links to your social media, instead of being at the mercy of a giant that can change the rules on a whim.

"Is social networking a charity's friend or foe?" is an article that provides a similar argument. What happens when Facebookers or Tweeters turn against an organisation? It cites the example of the RSPCA which recently had its Facebook group hijacked by protesters. Save The Children and Comic Relief also have dedicated Facebook "hate" groups.

As I have advised a major charity a few years ago when their youth groups wanted the entire organisation to shift its focus to social media: Yes, we have to be involved in social media, and we must especially monitor and moderate social media about our organisation, but to control our image, our brand and our message we must invest in those areas we can control - our websites.