Social media allows for more personal and conversational engagement than traditional news media. To be effective on social media, organizations should engage with others rather than just push out information, go where audiences are active, and get on platforms like Twitter. It's best to selectively focus on 5-10 key social media channels and post regularly. Content and effective tagging are still important, and visuals, shorter pieces, and framing messages around larger issues can help engage audiences. Organizations should listen, respond, engage humorously and honestly to build interest.

1. Social Media
for Engagement and Influencing in
Livestock Research for Development
Susan MacMillan and Jules Mateo
ILRI Communications and Knowledge Management
ILRI-ICAR Workshop on Communication and Knowledge Management in Animal
Science Research and Development
New Delhi, 4 March 2016

2. The Challenge
• If news media carries an institutional voice,
social media carries an individual voice—
it’s personal, conversational
(not institutionally vetted; everyone does it)
• News media has moved to social media—
As many people follow journalists now
as follow the media
• Everything is changing, evolving;
new channels arise—by the day

3. The Approach
• Be social on social media channels—
Be responsive, generous, acknowledging
• Engage rather than push information out
• Go where the action is
(it usually won’t be your website)
• Get on Twitter!
• (that includes directors!)
• Target your messages to speak directly to others

4. Do’s and Don’ts
DON’T
• Overwhelm yourself and your staff with too many social
media channels: Be selective
• Worry about your institute’s reputation (apologize when you
gets stuff wrong and move on)
• Use honorifics: e.g. Dr, Mr, Ms
DO
• Choose 5–10 social media channels—
e.g. Wordpress, Facebook, Twitter, Flickr, Slideshare—
and use these well and regularly
• Check out a few of the newer channels:
e.g. Pinterest, Storify, Instagram, Medium
• Remember email; it’s a workhorse; use it as one

5. Insights Gained
• Content is still king
• Tagging is now queen
• Visuals matter—much more than we think
• Shorter is usually better
• But long-form journalism is making a comeback
• Frame livestock messages
so they speak to larger issues
• Don’t assume anyone is interested
in our science

6. Key Lessons
• Listen
• Respond
• Engage
• Be humorous
• Be human
• Be interesting
• Be truthful

7. Links
• ILRI Twitter: twitter.com/ILRI
• ILRI Facebook: www.facebook.com/ILRIFanPage
• ILRI Flickr: www.flickr.com/photos/ilri
• ILRI Slideshare: www.slideshare.net/ILRI