Doing Advocacy Better With Social Media | IPS Africa


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By Paula Frey for the CIVICUS World Assembly 2011

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Doing Advocacy Better With Social Media | IPS Africa

  1. 1. Inter Press Service Doing advocacy better with New Media
  2. 2. INTER PRESS SERVICE (IPS) AFRICA <ul><li>Inter Press Service (IPS) is a communication </li></ul><ul><li>institution with a global news agency at its core. </li></ul><ul><li>IPS in action means … </li></ul><ul><li>Providing news and content </li></ul><ul><li>Dissemination and networking </li></ul><ul><li>Capacity Building </li></ul>
  3. 3. <ul><li>… </li></ul>INTER PRESS SERVICE
  4. 4. Reporting Research <ul><li>In 2009, IPS Africa introduced short-term project “Changing Lives: Making Research Real” to promote the understanding and use of research </li></ul><ul><li>Allowed us to test various story forms: online, radio, slideshows, video; </li></ul><ul><li>Sought to engage policymakers in research; </li></ul><ul><li>Put focus on a subject not usually regarded as newsworthy… </li></ul>
  5. 5. Reporting Research
  6. 6. New Media <ul><li>Interactive forms of communication that use the Internet, including podcasts, RSS feeds, social networks, text messaging, blogs, wikis, virtual worlds … </li></ul>
  7. 7. Why new media? <ul><li>Connect </li></ul><ul><li>Collaborate </li></ul><ul><li>Create </li></ul><ul><li>… used appropriately, build an interactive relationship with stakeholders to drive strategic objectives </li></ul>
  8. 8. Who is using new media? <ul><li>Internet access (digital divide) </li></ul><ul><li>Internet literacy (capacity to use the platform) </li></ul>
  9. 9. Who is using new media? <ul><li>Target Audience </li></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Gender </li></ul></ul><ul><ul><li>Geographic </li></ul></ul><ul><ul><li>LSMs </li></ul></ul><ul><ul><li>Language </li></ul></ul>
  10. 10. The Critical Elements <ul><li>Understanding your own target audience </li></ul><ul><li>Identifying which platforms they use to find their information </li></ul><ul><li>Understanding what info they want … </li></ul><ul><li>How they use that information… and, </li></ul><ul><li>How they interact with that information </li></ul>
  11. 11. An overview <ul><li>New platforms allow organisations to contact their users directly </li></ul><ul><li>New media tools allow for greater sharing, e.g. Flickr, Podcasts </li></ul><ul><li>The world is smaller but also more complex to navigate </li></ul><ul><li>The news is global … yet local </li></ul>
  12. 12. Defining Your Audiences' Needs <ul><li>People access online information in different ways, at different times, and for different reasons. We there need to ask: </li></ul><ul><li>What are your primary needs? </li></ul><ul><li>Tell us how our services help you? When do you turn to us? </li></ul>
  13. 13. Defining Your Audiences' Needs
  14. 14. Defining Your Audiences' Needs <ul><li>Here are some things to keep in mind when it comes to defining your audiences’ needs: </li></ul><ul><ul><li>Web Accessibility </li></ul></ul><ul><ul><li>New vs. returning visitors </li></ul></ul><ul><ul><li>You still have to capture attention </li></ul></ul>
  15. 15. Defining Your Audiences' Needs
  16. 16. Developing a New Media Plan <ul><li>We know who are audience are… </li></ul><ul><li>We know what they need… </li></ul>
  17. 17. Developing a New Media Plan <ul><li>Who? Who is your target audience? What tools are they using? </li></ul><ul><li>What? Do you want to listen to your customers, or to talk with them? Support them, energize them or collaborate with them? </li></ul><ul><li>Why? What do you want to accomplish? </li></ul><ul><li>How? This might be a podcast, wiki, social networking site, or a blog. </li></ul>
  18. 18. Points to remember <ul><li>Create once, reuse often </li></ul><ul><ul><li>On various platforms </li></ul></ul><ul><li>Appropriate technology </li></ul><ul><ul><li>Be guided by your audience not latest app </li></ul></ul><ul><li>User-centered design </li></ul>
  19. 19. Knowing if Your Strategy is Working <ul><li>Define the measurement of success </li></ul><ul><ul><li>Outcomes versus… </li></ul></ul><ul><ul><li>Impact </li></ul></ul><ul><ul><li>… from the outset </li></ul></ul><ul><li>Build measurement into the programme </li></ul><ul><ul><li>Ask your audience: Intake forms, newsletters, follow-up questionnaires, in print as well as online. Use new media tools, e.g. Google Analytics </li></ul></ul>
  20. 20. Comments, Questions? Thank You