Social media gives people a voice. In 2023, 117.3million people were forcibly displaced – that’s a lot of voices needing a space to connect. Social media can play a critical role in doing this. For community-based protection organisations, it can be an essential communication platform – connecting you with local staff and leaders, delivering vital updates, promoting essential services and serving as an active emergency management tool.  

To make the most of social media while protecting the privacy and security of people of concern (PoC), you need to have a good grasp of the risks. Here are some dos and don’ts for effectively integrating social media into community-based protection. 

DO collaborate with local teams and understand how they use social media  

The United Nations Refugee Agency (UNHCR) is a good example of how you can use social media to in a safe, inclusive way. First, they understand what they want to achieve by using social media, assessing the local technical infrastructure and understanding the digital tools available to the targeted population. Knowing the key stakeholders to collaborate with, helps build trust and keep communities engaged. Some vulnerable populations have limited social networks, so face-to-face engagement is important alongside any digital outreach.  

DON’T create social media channels if you’re not committed to meaningful engagement  

Engagement is crucial in community-based protection projects – and social media is no different. It’s about more than sharing information; it’s about involving vulnerable communities in decisions and actions that impact their lives. Engagement works best when done in their preferred language, with cultural context, by people who truly understand what’s happening ‘on the ground’. The key? Trustworthy, credible, and relatable voices leading your online conversations. 

DO encourage participation, but always keep privacy and protection in mind 

Social media, if accessible, can help give people a space to share their views, ask their questions and create a sense of inclusion. Here are four ways to support safe participation:  

• Live Q & A’s: use videos and polls to let people ask questions in real-time, without identifying themselves if necessary. 

• Closed forums: private Facebook groups can offer safe spaces for open discussion and anonymous engagement.  

• Advocacy campaigns: trusted community leaders can help spread important messages and broaden your reach.  

• User-generated content: personal stories, photos and videos add authenticity. Blur identifying features or withhold personal information where necessary.  

Balancing privacy with participation is vital. There’s always a risk of trolling or misuse of personal information. Consider social media management part of your duty of care. Tools like Brolly Protect monitor your social channels 24/7. It can help manage threats like offensive language, scams, spam, cyberbullying, and personal identifiable information discreetly and immediately. It’s your round-the-clock digital protection.  

DON’T rely on assumptions or third-party information 

Local insights are incredibly valuable so engaging directly with teams is a must. It helps avoid miscommunication and gives you a more truthful picture of the digital landscape. Plus, it’ll also help you identify those not using social media and seek other ways to reach and connect with these underrepresented groups.  

DO keep your social channels safe, ethical, and responsible  

In times of crisis, social media can save lives, letting organisations reach people instantly and when it’s needed most. But with the proliferation of rumours, misinformation, scams and spam across the globe, you need a responsible approach with a strategy that respects data privacy and security.  

As experts in social records archiving and protection, we’ve seen the difference a proactive approach can make. Our Brolly Protect module doesn’t just defend your channels from digital risks, they create a safer online environment so you can engage ethically and responsibly with your communities.  

Keen to take a look? Request a free Brolly Protect trial today.