Most charities, even small ones, now have a presence on social media, and growing numbers of charity leaders and staff use their social media profiles to fly the flag for their organisation and its work. The likes of Twitter, LinkedIn, Facebook et al can be an excellent means of engaging informally, authentically, and instantly with supporters, potential supporters, service users and other stakeholders.

But the very fact that social affords everyone a voice and accessibility to key figures, as well as the sheer volume of dialogue that it facilitates, can create problems for charity staff or volunteers active on these platforms. Many charities pursue sensitive or unpopular issues or causes, and their work inevitably attracts criticism from those opposed to their cause. Those critics are well aware of the power of social media to sow and amplify false information, and, worse, to condemn, harass, abuse and threaten organisations and individuals. This can be incredibly distressing for those on the receiving end.