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- 4. Reaching goals : Visibility
Editor's Notes
- I’ve chosen to talk about our work in social media through a specific case – the haiti earthquake. The Haiti crisis was the first catastrophe where social media played a such important role in MSF, and other organization’s, communication. For the first time we could fully use our social media channels which helped us reach our communication goals such as… - bring the field closer – and create great engagement from people who could experience the suffering of the haitian population to a greater extent. - attract a lot of media attention – lots of journalist out there and we saw many exemples of cross fertilization between social and traditional media. - last but not least, transparency and action communicated in these channels made fundraising skyrocket – social media helped doing social good. But let’s go back to the beginning….
- … and was pitched to one of sweden’s leading digital news paper.
- We also organised live chats direct from PAP. What could be more ensuring for people than to ask a person on the ground what the situation is like? We always strive to let the people on the ground be spokes persons – we try to avoid having high level profiles comment on issues where our fieldworkers know much more. We put a lot of trust in people working for us – and so do the public, This is Sweden’s biggest digital newspaper – reaching 5 million unique visitors a week
- Transparency + showing what we were doing on the ground increased fundraising. Appeals were shared 100 000 times on both Facebook and Twitter.
- COMMUNICATION CHALLENGES Freedom vs. Control Lack of control in messaging direction – snowball effect Communicate the facts and manage the myths Balance the need to stay neutral while exerting pressure to get people and equipment into Haiti amongst heated diplomatic relations with the Haitian authorities and the US military. Unprecedented scale Disaster on an unprecedented scale amplified by media and NGO frenzy Field staff overwhelmed, all medical structures collapsed: So their priority was not communications Manage the website traffic demand – 2,800% higher than usual Here comes some concrete exemples.