How can environmental activists use social media? Part 2

Perrone, Alessio

Publisher:  The Ecologist
Date Written:  19/06/2018
Year Published:  2018  
Resource Type:  Article
Cx Number:  CX22847

Environmentalist activists and major NGOs all spend a considerable amount of time on social media - as an immediate and direct connection to the public. But to what effect?



"The biggest mistake we make when we create content is trying to make something for the general public," says Richard Roaf, a filmmaker who specialises in viral videos, and runs the VideoRev project – which provides tools and training to make viral videos for social change.

Successful posts are short, clear and compelling. They tap into your audience's values and give them a sense of empowerment.

"People are really busy, Facebook says they spend on average about 2-3 seconds looking at a piece of content before they move on," says Richard Roaf. So make your posts succinct, striking and simple. Choose fresh images and words - or you'll lose potential readers/watchers.

Successful content also taps into your audience's worldview and offers them something they value - it could be emotional value, new information, or a sense of empowerment. Michael Hamilton, Digital Communications Organiser at Safe Passage, says the latter is very powerful. "The key thing is make people feel that they really can make a difference," he says.

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