In part 1 of this series, we made the case that a high “reach” – the amount of people you reach via your social media efforts, does not mean a high “impact”, unless your audience is your actual target audience. So how can we do better? Well, follow four steps: Identify your target group Inventorize (…)
Posts Tagged ‘ media strategy ’
A while ago, we had a workshop with the key media people from the Global Agricultural Partnership, CGIAR. One of the key discussions was on The difference between “reach” and “impact”: How can we shift from aiming for higher blog visitors, to what really matters: using our social media outlets for a deeper impact. How (…)
Once upon a time, there was an organisation, that ran a single day event at RIO+20, the big sustainable development conference in June 2012. The event was well attended (around 600 people), and had a good coverage in the “traditional media” (newspapers and magazines). Apart from publishing some post-event blogposts, pictures and videos, social media (…)
Click on image to enlarge In our case study, we define a process to build an online communications strategy, based on a workshop with the CGIAR Challenge Programme on Water and Food. In the first part, we refined our generic communications strategy, identifying our key messages, target groups and the communications tools we have at (…)
Click on image to enlarge In this case study, we built the foundations for a general communications approach in the first step: the key messages, the target groups, and the tools at your disposal. We also identified which tools and messages to use for each target group. Let’s move onto your online strategy and its (…)
Click on image to enlarge This case study for the CGIAR Challenge Program on Water and Food, uses a strategic approach looking at the “big picture” overall communications strategy as a first step, before honing in on details.
Click on image to enlarge A few weeks ago, I facilitated a communications workshop for the Challenge Program on Water and Food (CPWF), a research program from the CGIAR, the global partnership of nonprofit agricultural research centers. CPWF’s research concentrates on “How to manage water more equitably, efficiently and sustainably”. We locked ourselves up for (…)
In this Social Media Strategy case study, we learned to put the strategy into the context of the organisation. We identified the role of social media in “connecting our target audience to our core content” and looked at the roles of different social media tools. But nothing in life is simple. A social media strategy (…)
In this Social Media Strategy case study, we learned to put the strategy into the context of the organisation and identified the role of social media in “connecting our target audience to our core content”. We identified three critical parts in our social media strategy: identifying our target audience and our core content, and how (…)
In the process of defining a social media strategy in the context of nonprofit agricultural research, we defined the key role of social media in part 1 of this case study, as: Make research available and accessible, AND Document the research processes In this part, we’ll convert these goals into a social media strategy.
Every nonprofit organisation has its own goals. You might be fundraising for a shelter in your city, or advocating for companies to ban the use of Congo blood minerals in their products. Your social media strategy will logically depend on your “raison d’être”, on your organisation’s goals. This case study shows how we built up (…)