The document discusses the opportunities and challenges of using social media for the Royal National Lifeboat Institution (RNLI). It outlines how social media can be used to inform, educate, support, and raise funds for the RNLI's rescue services. However, managing diverse audiences and ensuring immediacy vs. accuracy presents challenges. The document provides recommendations on crowdsourcing content, providing training and support, conducting daily huddles, using analytics to track performance, and ensuring communications are helpful to clients.