Social Media Toolkit. Communicating for Terre des hommes on social networks. Impressum. Responsible for publication : Yann Graf Production Coodinator : Laure Silacci Translations Coordinator : Lucie Concordel English Translation : Probst German Translation : Anina Kurth Layout : Angélique Bühlmann This guide was edited in 2012 by the communication department of Terre des hommes. It is based on the Social Media Toolkit of the American Red Cross. Please do not hesitate to share your comments with us to help us improve the guide in the future ([email protected]). We would like to sincerely thank Christine Brosteaux, Mylène Ntamatungiro, Joseph Aguetant and Antoine Lissorgues for their help in producing this document. © Tdh / April 2015 – Version 1.1 Summary 1. Introduction 4 2. Section 1 - Definition 5 2.a Understanding social media 5 2.b Managing the risks 7 2.c The reputation of Tdh : Being cautious online 8 2.d The main platforms 9 2.e Before you begin 10 3. Section 2 - Practical guide 13 3.a Getting started on Facebook 13 3.b Getting started on Twitter 18 4. Appendices 23 Social Media Toolkit 3 1. Introduction. With a billion users on Facebook and Twitter, social networks have become indispensable. Internet users spend more time on these platforms than on any other site. Today, social networks are used by numerous NGOs to spread their ideas to a larger public and to combat apathy. They enable the beneficiaries, employees and partners of Terre des hommes ( Tdh ) to have a voice. Utilised in the right way, they will help promote the work done by Tdh by informing the public about the situation of children around the world and permitting the public to present new concerns. Social media should also strengthen the visibility of Tdh’s activities. Several delegations and volunteer groups are already present on one or more social media platforms ( Facebook, Twitter, YouTube ). With this guide, we hope to reinforce the coherence of the presence of Terre des hommes on the internet. We also want to encourage the effective use of the different tools available. Comment : This guide is addressed to “ volunteer groups ” in Switzerland as well as Terre des hommes delegations on the ground. Differences are mentioned when they occur. Social Media Toolkit 4 2. Section 1 - Definition. 2.a Understanding social media Definition on Wikipedia : Social media includes web- and mobile-based technologies which are used to turn com- munication into interactive dialogue among organisations, communities and individuals. Here is another definition by Fred Cavazza Social media represents a shift of traditional media forms such as television, newspapers and radio towards a new model. Until recently, a spectator was part of the audience (passive). Now, with just a few clicks, the spectator can become part of his/her own media (actor). Publishing and spreading information before the era of the internet and social networks was arduous. Today, everything has changed and nothing could be simpler. The differences between “ social media ” and “ traditional media ” Here are some differences between the old and the new model. Social media Traditional media Accessibility Everyone can take part easily and for free. Usually owned by companies or govern- It doesn’t matter if you are on a compu- ments, they are not open to everyone. ter in Lausanne or a smartphone on the steppes of central Asia. Trust People trust information more when it is Although traditional media used to gua- shared by someone they know. rantee expertise and analyses of high quality, the public distrusts them today. Seen as being “guided” by political or eco- nomic interests, it is no longer considered impartial. Speed Communication, whether it is good or bad, A lot of time can pass between the formu- is instant and both global and local at the lation and the publishing of an article. same time. Dialogue Information is spread without a barrier. Information is almost exclusively unilateral Conversation is direct and instantaneous. (from the media to the public). Social Media Toolkit 5 2.a Understanding social media (next) Why is social media important for Terre des hommes ? Our presence on social networks makes up an integral part of the communication strategy of Terre des hommes. This channel helps us raise public awareness for the situation of children around the world and the work being done by Tdh, and it also gathers valuable information. Social networks allow us to enjoy unbelievable closeness and direct contact with an immense audience. It is very easy for our supporters to send us their comments and questions about our activities. We also hope to achieve more transparency by using these channels. This is also something desired by the public as people want to better understand what we do with their donations and hope to be active participants in development. In a world that is constantly changing and experiencing its share of catastrophes, social media enables Tdh to respond proactively and position itself very quickly on current topics. Among the innumerable ways of communicating today, social media allows delegations and volunteer groups to speak out easily and enjoy “individualised,” more “personal” communication with the public. However, this situation also presents its share of risks (see section on “2.b Managing the risks”, p. 7). Some things to keep in mind ➜ Maintaining an online presence takes time ➜ A complement to traditional media We often hear that social media is free. Cer- Social networks do not replace working with tainly, creating an account doesn’t cost anything. traditional media, but rather support it. They are However, the organisation and management of a helpful in spreading the messages of Tdh. If they webpage can require a considerable amount of are used appropriately, they create an image that resources, particularly at the beginning when up is open, modern and accessible. to an hour a day may be needed during the launch ➜ Open dialogue phase. Therefore, a person will have to be assigned Having 10,000 fans on your page is certainly an who can manage the page on a daily basis. unattainable objective in the short term, but it may ➜ Partial loss of control be that quantity is not a suitable goal in itself. Your By definition, social networks are an open volunteer group or delegation is sure to already environment and aim for dialogue above all. have its own “circle of supporters.” Creating a Information is spread rapidly in this setting and space for exchanges for them on Facebook will often ends up no longer belonging to you. You permit you to better unite them. However, aside don’t have to fear this situation but simply be from everything else, using social media as a aware of it and view it as an opportunity. The platform for dialoguing with your supporters is more information that is shared, the more peo- the most crucial element of all. Communicating ple will see it and the more your influence will openly, asking questions and above all accepting be strengthened. comments and criticisms are vital. Social Media Toolkit 6 2.b Managing the risks Because of the extreme speed of the spread of content on social media, a misplaced comment, an inappropriate image or an attack against Tdh can quickly take on massive proportions. Nevertheless, we believe that the opportunities presented by social media far outnumber the risks, which is why we encourage you to use them while constantly keeping in mind that child protection is of primary importance, followed by the reputation of our organisation. Rules for the use of social networks ( Social Media Policy ) Our Rules for the use of social networks ( Social Media Policy ) was developed in order to limit a certain number of institutional risks. Above all else, please read the policy attached to this document carefully. By applying these principles, we will be able to limit the risks together. A few rules to avoid risks 1. Always remain polite in your correspondence. 2. Listen and monitor things on a very regular basis: Quickly identifying problem contents enables you to react more rapidly. 3. Transparency : Respond with “ We will look into this ” if you are not sure of something or don’t have an answer to a question. 4. In case of problems or doubt, please contact headquarters immediately. People to contact in case of an emergency : Communication department or [email protected] Two examples WWF Germany Komen In 2011, a video criticising the WWF Germany branch After deciding to change its strategy regarding a part- was broadcast on television. Negative comments were ner, the Komen foundation found itself facing a flood of posted on its Facebook page and were not halted during responses on social media outlets. A sizeable number office hours. The complete story (in German) at of donors abandoned them to support the partner. The http://bit.ly/Nos345 complete story at http://huff.to/OozlDy Social Media Toolkit 7 2.c The reputation of Tdh : Being cautious online People talk about Terre des hommes on the internet whether we want them to or not, for better or for worse. If we are aware that wrong information is being circulated, intervening and correcting it becomes possible. However, be sure to analyse the situation well to determine if a response will have a positive effect, or if it will cause the person in question to resist further. Monitoring the conversations concerning Terre des hommes, your volunteer group or a delegation will also allow you to better understand which subjects interest your audience and sensitise them more effectively to the plight of children around the world. Finally, regular monitoring will enable you to better evaluate the impact of your online presence.