"Online communication is widely used by NGOs, but the full potential of social media is not always realised. The most effective use of online communications requires an organisational culture that values social media as central to its overall strategy. However, there is frequently a lack of integration of digital technologies within NGOs. The social media landscape is fast-moving and changeable and demands creative management. There is a danger that NGOs think too much about the platform and not enough about the message and the audience. NGOs need to move away from a predominantly broadcast model to a more dialogical model that encourages two-way communication. Measurement is essential to build an evidence base for future decision-making and the increasing availability of analytical tools facilitates this. But NGOs should be wary of simply aiming to gain followers or likes. “Going viral” raises awareness, but does not necessarily lead to sustained commitment. Listening has been undervalued and is vitally important in order to understand supporters and monitor public debate about development issues." (Executive summary)