Tweets, like Facebook posts, are open to impulsive decisions that cannot be taken back
. Allowing volunteers to tweet on behalf of the organization opens it up to a lot of potentially positive exposure, but it limits control over public perception and the brand. One misguided post or even a benign one taken out of context could potentially go viral and spell either the end of the campaign or a world of trouble trying to manage damage control.
While Twitter is an emerging force in the world of networking, it is not the only social media platform for nonprofits. Before deciding to go the route of the tweet, organizers should evaluate how the platform fits in with their demographic, nonprofit branding and their overall fundraising goals. Twitter is a double-edged sword, but a powerful one.