Either write something worth reading or do something worth writing about. Benjamin Franklin

Time and time again, it seems that individuals and companies alike fail to fully understand the internet. From #AskRKelly to #AskJPM, even to Stephen Colbert’s “Colbert Report,” and now #MyNYPD, it has been seen countless times: insular brands failing to understand how they are perceived by the internet – yet, for some reason, attempting engagement initiatives.

In the world of non-profit organizations, social media has been labelled as both a blessing and a curse. Although the likes of Facebook have revolutionized the media landscape, allowing brands to reach their consumers in thousands of ways, social media has also muddied it, making it even more of a challenge to stand out and create a meaningful connection – something which non-profits are heavily reliant on.

If you caught Saturday’s SNL sketch of Mary Barra, General Motors’ CEO, you’ll know that the brand has taken another hit to its reputation in the past few weeks. As of the beginning of April, the “too big to fail” automobile manufacturer’s number of recalls has hit 4.9 million vehicles in the United States, roughly six times that of its total recalls in 2013. Oops.