Report: Social Media – Making Your Voice Heard

Making social media work for NGOs

Social media is an important way of engaging the UK public with global issues. But it is also an increasingly challenging space in which to operate.

This briefing, by the International Broadcasting Trust, explores the changing social media landscape, looks at what works and what doesn’t, and makes a number of recommendations for how NGOs can be more effective.

It’s clear that social media offers huge potential for public engagement but many NGOs are failing to realise that potential.

Social media challenges the traditional ways in which NGOs communicate with the public, their supporters and beneficiaries.
To be more effective, NGOs will need to find ways of promoting an organisational culture that gives social media a central role in its overall strategy, and also move away from a predominantly broadcast model to one which places far greater emphasis on dialogue.

Audiences are fragmented and people have different entry points to a campaign. We research and understand this enabling engagment with multiple audiences which broadens the reach of our campaigns.

Liz Scarff, Director, Fieldcraft Studios.

Building partnerships between NGOs and the mainstream media

The International Broadcast Trust (IBT) works with the media to ensure that UK audiences remain engaged with global issues. They are an educational charity with over 40 members including most of the main aid and development, environment and human rights organisations. For over 30 years they have linked these organisations with broadcasters to increase the impact and reach of international programming and build online audiences.

We were very honoured to be asked to contribute to this report alongside some really awesome folks.

Download the report here

Photo ©RachelPalmer/FieldcraftStudios

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