Chapter 7 of Why This Confusion In The Temple by Dwight L. Smith talks about how the fraternity has to be careful about publicizing anything about the fraternity.

Most Masons and Lodges don't think this all the way through, and the results can be more injurious than helpful.

With the advent of all the social media apps and lodges eager to post everything about what the lodge is doing, we may be setting ourselves up for a more negative response than a positive one.