Digiday, which is one of the places I go for social media wisdom, has a great breakdown of the 7 Deadly Sins of social media that may be committed by commercial brands. As often happens, I think it applies to NGOs just as well. See the whole post here (recommended, otherwise you'll miss the great Brunner animations).
The 7 Deadly Sins of Social Media
- Speaking with multiple voices
- Paying for likes
- Liking your own content
- Taking too long to respond
- Denying negative posts
- Taking undue credit
* Your NGO rescues cats - you tweet a story about a cat found after 2 years. Not your specific community, your NGO not involved, but it's a happy ending that your supporters will love.