FIGARODIGITAL.CO.UK
Creatıng a Clımate for Change
s social media develops into digital marketing’s dominant communication channel, brands in all sectors need to ensure their social strategies are born out of – and feed right back into – their
overarching business objectives. At Figaro Digital’s Marketing
Conference earlier this year Jack Lundie, Director of Communications at Oxfam, chatted to the organisation’s Social Media Manager Stuart Fowkes about the importance of clear, consistent messaging which generates meaningful engagement while serving Oxfam’s real-world objectives. “How do we work together,” asks Lundie, “to ensure that our organisational strategy and the social media strategy - which is full of insight into what works with an audience – are aligned with what Oxfam needs to do most, which is to recruit supporters who give us their time, money and voices
Ensuring your social media strategy is aligned with broader business objectives is a perennial challenge. Figaro Digital listened to Jack Lundie, Director of Communications
at Oxfam chat to Social Media Manager Stuart Fowkes
about content, context and consistency
to serve our mission to eradicate poverty?” The answer, he says, involves taking three key factors into account: strategy, branding and risk.
MICRO-CONTENT, MACRO-MESSAGE “First,” explains Social Media Manager Fowkes, “we need to ask how we’re using social media within our overall strategy to end poverty. Secondly, we take a more micro-level view, which is what we do with each Facebook post; how is this going to help us achieve our overall goal? Those are criteria you can feasibly apply to everything. If we post, as we recently did, about drilling bore holes in South Sudan to create clean water, we’re demonstrating impact, effectiveness, and we’re saying to people that when you donate to Oxfam this is how your money’s being used. From the post itself right up to strategy level, everything should be tapping into what Oxfam is trying to do overall.”
ARTICLE JON FORTGANG 52 issue 22 october 2014
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
