Social Media at FAO
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The Food and Agriculture Organization of the United Nations (FAO) leads international efforts to defeat hunger. Our vision is a world free of hunger and malnutrition where food and agriculture contributes to improving the living standards of all, especially the poorest, in an economically, socially and environmentally sustainable manner. Social media has become the preferred communications channel and has significantly changed the way we communicate online. Social media tools have made it easy to connect, engage and interact with other people, in many ways making communication an instant and two-way conversation. These tools provide FAO opportunities to advocate and promote its work, engage with stakeholders, and increase the visibility of its work. This presentation provides a summary of how FAO is currently using social media. ©FAO 2017
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Social Media at FAO
- 1. Using Social Media to promote FAO’s work Gauri Salokhe, OCCI 13 June 2017
- 2. Social Media Has become the preferred communications channel for many Is easy to connect, engage and interact with other people Has made communication an instant and two-way conversation Like other international agencies, FAO maintains official accounts on a select number of the most popular and strategic social media platforms Office for Corporate Communication (OCC) is responsible for maintaining these accounts and clearance of any additional accounts (such as on Twitter)
- 3. Why is FAO on Social Media? Position FAO as the key United Nations agency to lead the effort to achieve #ZeroHunger Mobilize support and engage around FAO’s mandate and the SDGs Increase visibility to our work and engage in a global dialogue with the stakeholders Educate our audience and get them involved Increase traffic to FAO.org Be open and transparent
- 4. FAO’s social media presence Single corporate presence on: Facebook Google+ Instagram LinkedIn Medium Pinterest SlideShare SoundCloud YouTube Multiple Twitter accounts in addition to corporate presence Two corporate channels and a pool of affiliated accounts on Flickr The combined audiences of FAO’s the different social networks totals over 2 million users (and counting)
- 5. Facebook Single corporate presence facebook.com/unfao Over 1 million followers General audience Posts are in English, Spanish, Arabic, French, Portuguese and Italian What works: Short engaging content on FAO’s key priorities First-person human interest stories FB Live Videos/animations Visual content/infographics Quizzes
- 6. Examples of Facebook posts International Days Call-to-actions/tips Videos
- 7. 2 corporate accounts: twitter.com/faonews Twitter.com/faoknowledge Almost 90 multilingual thematic/country accounts Almost 1 million followers Audience interested in specific topics or regions such as climate change, statistics, Africa, fisheries, forestry, etc. What Works: Short engaging content Joining existing conversations Videos/animations Visual content/infographics Quizzes / Twitter Chats Twitter
- 8. Examples of Tweets Given the real-time nature of Twitter, content strategy is a combination of sharing existing multilingual content and creation of new visual content. We also regularly share most engaging content from thematic and country/regional accounts. Twitter lists: Corporate FAO accounts https://twitter.com/FAOnews/lists/fao-twitter-accounts FAO Employees https://twitter.com/FAOKnowledge/lists/fao-staff
- 9. Instagram Single corporate presence instagram.com/unfao Over 80k followers General audience Posts are in English What works: Visually striking high resolution FAO photos Images with personal stories Quizzes / GIFs Photo contests
- 10. Examples of Instagram posts
- 11. LinkedIn Single corporate presence linkedin.com/company/fao Over 150k followers Technical audience Posts are in English, Spanish, Arabic, French and Portuguese What Works: Vacancy announcements Latest Publications Training/Webinar announcements
- 12. Google+ Single corporate presence plus.google.com/+UNFAO Over 15k followers General audience Posts are in English Primary purpose is to optimize Google search rankings for FAO.org What works: Short engaging posts Videos Infographics
- 13. YouTube Single corporate presence youtube.com/FAOoftheUN Over 18k followers General audience Playlists by topics/country/region What works: Videos Animations
- 15. Flickr 2 corporate accounts: flickr.com/photos/faonews flickr.com/photos/faooftheun FAONews Managed by OCCM Official HQ meetings and DG Travels FAOoftheUN Photos by FAO Employees on mission / in country offices Country collections
- 16. SlideShare Single corporate presence slideshare.net/faooftheun Technical audience Presentations are by FAO employees Mostly in English, Spanish, French
- 17. Social media content production Closely monitor organizational priorities (International Days, key events, DG visits to the field, etc.) Produce content specifically for social media Animations Infographics / Infovisuals Videos / GIFs Write stories targeting specific audiences In Action Zero Hunger Regularly monitor FAO websites, document respository Ideas can be sent to social-media@fao.org
- 18. FOOD WASTE SOCIAL MEDIA CAMPAIGN In collaboration with Food Waste and Loss team
- 19. Food waste – social media campagin One week campaign on Facebook, Twitter, Google+, Instagram, LinkedIn to raise awareness about the issues surrounding food loss and waste Develop strategy targeting general audience with a strong call-to-action Content created specifically for the campaign Visual identity/ color palette Gif, video, visuals with photo and graphics, web content Multilingual content
- 20. FOOD WASTE SOCIAL MEDIA CAMPAIGN It is by far the most viewed video ever launched by FAO, with over 1.7M views on all FAO social media channels combined. https://www.youtube.com/watch?v=7SqLz4O32vc
- 21. GIFs
- 22. Calls-to-action
- 23. In summary.. Each tool has it’s own unique audience and content requirements In general, we need to tell FAO stories through human voices on digital channels Respect real situations – show beneficiaries as active actors in the change FAO is making through its work First person narratives / portraits – the 5 Ws and 1 H apply to digital story telling. Use them to capture a complete story. Capture the reality - To change reality, even with the best of intentions, is to imply a different reality or to misrepresent Language and branding – FAO doesn’t need to be mentioned explicitly, tell the story through the lens of an individual without the institutional narration. If content is intended for social, the digital team can be contacted for guidance and support
- 24. Ground rules for employees All employees are encourage to share FAO content on their personal accounts Social media tools present opportunities, but also risks. Remember: Nothing is private – protect confidential information, respect internal embargoes Identify yourself - and add a disclaimer: “The postings on this site are my own and do not necessarily represent FAO’s views, positions, strategies or opinions.” Consider your audience, be passionate and keep your cool – respect your audience and avoid negative personal comments or inflammatory subjects. If you come across misrepresentation of FAO’s work, correct it with factual information and, whenever possible, a link to additional information. Respect privacy rights of colleagues – particularly when posting photos and videos. Posting personal or identifiable information (including times, location and travel information) may raise safety and security concerns. On social media just as in the office, you must abide by FAO’s code of conduct and staff rules
- 25. “ ” Thank you Social Media Policy: fao.org/2/socialmedia Contact us: social-media@fao.org