Nonprofit organizations engaged in social media outreach face numerous risks. One way to minimize risk is to develop policies and procedures. Social media policies have gained popularity in recent years but little research has been conducted about their effectiveness. As a result, nonprofit organizations often develop social media policies without the guidance of best practice models. The Vista Community Clinic responded to this challenge by developing a Technology Outreach Committee. The committee, which includes employees from a variety of programs and departments, meets regularly to discuss strategies, identify challenges, and brainstorm solutions. As this case documents, a team learning approach allows the organization to incorporate diverse skillsets, manage the creative tension between a somewhat bureaucratic organization and a highly fluid social media environment, minimize risks in high risk patient/client outreach, and garner employee confidence in the policy.
