A long-established, smaller charity that collects and redistributes clothing was considering a change in policy. The directors

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A long-established, smaller charity that collects and redistributes clothing was considering a change in policy. The directors had embraced social media and were very enthusiastic about asking fans if they would agree to this. The mechanism was through an #AMA session for one hour on Facebook

(see Key Term – Ask Me Anything #AMA in Chapter 8, Audit Frameworks).

The idea was that questions would be posed on Facebook and the fans or other respondents could ask anything in the one hour allocated and the charity would need to respond.

With over 100,000 Facebook fans this was a brave aim and I asked if we could conduct a risk evaluation before launching the event. It was agreed that we could evaluate the potential risk of holding the event and we would present our findings back to the senior management team. The risk evaluation summary is shown in Table 11.4.image text in transcribed

Having evaluated the potential risks we recommended that the #AMA should not go ahead. The risks were too great, the team too small and additional investment would be required. The senior management team agreed. The decision was to explore the change in policy using other means, such as focus groups or online surveys. These would be within a closed environment and less susceptible to the external negative backlash that could occur.
Questions

• Was it a good decision not to go ahead with the #AMA?
• Are there any risks we should add to the evaluation that we missed?
• Can you think of a situation where an organisation has gone ahead with an event or activity online and it went wrong?

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Digital Marketing

ISBN: 9781526426673

1st Edition

Authors: Annmarie Hanlon

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