"[Bil] Browning [of The Bilerico Project], for his part, told ThinkProgress that he believes the Salvation Army is 'definitely moving in the right direction,' but suggests that 'they're trying to do it in an ultimately self-defeating manner' -- without offending the conservative Christian groups they've long been allied with. He noted that a big part of their effort this year involves responding individually to people on Twitter to reiterate that they do not discriminate. Browning calls this being 'a backdoor friend' to the LGBT community. 'They claim to be our friend, but they want us to enter through the back door so their other friends don't see us hanging out together,' he explained. 'Thatâs not good enough and it will ultimately doom their efforts at erasing the stigma of their past.'
[...] "As long as the group refuses to apologize and refuses to inform the public that it's made a big change to its doctrine and policies, 'they're just whistling in the wind and hoping that their outreach on social media helps to quiet down the outrage one confused person at a time.'"
-- from "Why You Should Still Be Skeptical Of The Salvation Army", by Zack Ford, 2014-12-08
[I have no idea whether the SA monitors FB references or not, but for an ironic example of their current approach on Twitter, see here or here. Note that the history that the SA is being called upon to atone for really does seem to require discussion of how each policy that's changed has been changed, and not their current "nothing to see here" approach.]