Using Social Media More Effectively for Social Change

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Group 8

Project Title:

Using Social Media More Effectively for Social Change

Project Presentation Video

Project Participants:

NGO Project Lead:

Chandni Parekh

Technologist Project Lead:

  • Neesha Thompson of India Water Portal,
  • Samantha of BBC,
  • Raheel of Change.org,
  • Anshul Tewari of Youth ki Awaaz

Project Presenter:

Chandni Parekh

Group Number:

20


Problem Set Format

Problem sets and solutions provide a method that details everything you need to get support to a critical problem to which an NGO or a grassroots organization faces.


Summary of the Problem

This is a description of the problem situation. What kind of people mission better if this problem is solved?

There is a huge buzz around social media among Indian NGOs over the last couple of years.

In the 15-odd workshops that have been conducted in India on social media for NGO professionals in the last two years, NGOs have heard the following things:

  • Define your objectives and your target audience.
  • Present compelling content. Use pictures. Have a clear call-to-action.
  • Have conversations with your readers. Don’t simply post content about your work. Engage with influencers.

However, most NGOs continue to struggle with using social media more effectively.

  • Many NGOs have an account on Facebook and Twitter, but not too many readers.
  • Those who have a decent number of readers say that they are only getting ‘likes’ on their Facebook posts, but not comments and ‘shares’.
  • Those who have 1 lac 50000 ‘likes’ on Facebook, such as Teach For India and Greenpeace India, have only 5000 and 10000 Twitter ‘followers’ respectively.

NGOs want social media demystified for them through concrete, practical, easy-to-use tips as well as handholding and not just a general talk. NGOs want responses to the following questions:

  1. How exactly will my NGO get substantially more readers or followers on Twitter, Facebook, blog, etc.?
  2. My NGO team doesn’t have much time, money, content creation and language skills and tools, incentives, and self-discipline to post content regularly on the social media platforms. How do we address this?


Summary of the Proposed Solution

This should provide an outline of the basic need that would solve the above problem.

Solutions or suggestions around increasing readers:

  • Do an intensive subscription or readership drive, maybe one month long.
  • Send an email to your donors, volunteers, staff members and beneficiaries as well as the TechCamp attendees informing them about your social media pages and inviting them to subscribe.
  • Post the social media link as a status update on WhatsApp, BlackBerry, Google Talk status update.
  • Make-A-Difference got 70000 votes through social media for a contest by creating a share-and-tag mechanism where college volunteers were encouraged to tag 20 people on their post.
  • Proactively start capturing more email IDs and increase your database of potential supporters.
  • Import email inbox contacts on FB
  • Use the social media links in your PPTs, proposals, business cards


Solutions or suggestions around content:

  • We are going to share on the TechCamp social media pages a list of case studies and PPT decks on social media that some of us have with the entire group and invite the others to add to this list.
  • We are going to make a laundry list of all the kinds of content that can be posted. Photos, audio files, success stories, a wishlist of all the things your NGO needs, opinion polls, contests, material already created for the annual report or proposal submitted to someone, testimonials, statistics, inspiring quotes, news articles, regular updates about a project, a Facebook Event page about an upcoming event…
  • We will ask each staff member to document every day some content that could later be fed into the social media pages.
  • Some of us will integrate our various social media pages and cross-post content.

We have taken our learning in our own hands by creating a Facebook page titled ‘Social Media Tips for NGOs’ to share resources with each other and handhold each other in our journey on social media.

It’s going to be an exciting journey and we’d love for all of you to be a part of it. ‘Like’ us at www.tinyurl.com/SocialMediaTipsForNGOs


Technology to Solve the Problem

Areas of technology that you believe have the potential to solve this problem? (eg mobile devices, social networks, geospatial technology, etc.). As the proposed solution could be used?


Existing solutions or relevant links

What other information could help technologists working on this idea?

Follow-on Actions

Once a potential solution has been developed, what is your plan of action to implement it? Should arise as a series of steps and goals, preferably together with actions assigned to a specific group of people.