Comm4Dev: Using Social Media in Project Communications
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Commercial social media strategies don't always translate to the field of international development. So, how can communicators in global development effectively use social media marketing? This presentation discusses how to tailor your social media efforts to reach your target audience and best meet your project communication goals.
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Comm4Dev: Using Social Media in Project Communications
- 1. Using Social Media in Project Communications
- 2. What we’ll cover ... ● Donor Relations ● Target Audience ● Platform Fit ● Promotion ● Measurement ● Maintenance
- 3. First things first: Consult the donor ● Does your project allow for social media? ● Create a boilerplate ➔ Proposals ➔ Branding Implementation Plan and Marking Plan “In addition to the specified project communications outlined in the BIP/MP, [Organization] will also promote XXX project messages that include a link or reference to the project’s appropriately [Donor]-branded project communications through [Organization]-branded web-based communications (including [Organization] branded social media platforms).”
- 4. Define a target audience Who do you want to reach? Social media messages and strategies will be determined by and tailored to your project’s primary, secondary, and tertiary audiences. 1. Donor/Recipients/Stakeholders 2. Partners/Colleagues/General Public 3. Media/Interested Parties: Competitors
- 5. All social media platforms are NOT created equal! ● Let your audience (primary & secondary) and region determine your platform ● The chosen platform should reflect the project and complement the project’s message and communication goals
- 6. Resource: @wearesocial Global Stats 2014
- 10. Find the right platform ➔ Audience ➔ Goals ➔ Traditional Marketing oewebdesign
- 11. Find your voice & signature content ● Photos average a 35% boost in Retweets ● Videos get a 28% boost ● Quotes get a 19% boost in Retweets ● Including a number receives a 17% bump in Retweets ● Hashtags receive a 16% boost Buffer App.com
- 12. Promote your platforms ... … With Traditional Marketing! Create a media ecosystem! ➔Integrate ➔Cross-pollinate ➔Do not substitute ➔Do not replace
- 13. Best practices for better outcomes ● Create a social media policy ● Include a crisis communication plan ● Engage donor and corporate communications ● Create simple, visually appealing content ● Make it interactive! ● Abide by social media ethics ● Share the love & promote others! ● Be consistent: Don’t start what you can’t keep up
- 14. Maintain & measure your media ● Make sure you have the bandwidth ● Build a social media team ● Whenever possible, include links! ● Schedule: Mind time zones! ● Find the right measurement tool ➔ Adobe Social ➔ Sprinklr ➔ SocialBro (for Twitter) ➔ Hootsuite ➔ Buffer ● Engage your social media: Join the conversation ● #ICYMI Don’t be afraid to repost!!
- 15. Need further consultation? Connect with me on LinkedIn! Lynda-Marie Taurasi lmtaurasi@gmail.com