Towards a UN social media strategy
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‘Our people are our voice’
A well-meaning suggestion from Joe Mitchell, while interning at the Dept for Public Information
Summer 2012
Towards a social media strategy for the United Nations
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
OverviewResearch. Strategy. Plan. Next steps.
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Research
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Research: Where is everyone?
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Joe Mitchell September 2012
Research: What languages can they read?
Language Literate population % of the world's literate population
Chinese (Mandarin) 794,947,565 14.68%
English 572,977,034 10.58%
Spanish 295,968,824 5.47%
Hindi/Urdu 230,560,488 4.26%
Arabic 229,444,922 4.24%
French 220,326,329 4.07%
Russian 194,503,049 3.59%
Portuguese 191,739,619 3.54%
Japanese 126,159,159 2.33%
Bengali 107,897,009 1.99%
German 93,969,555 1.74%
http://journal.lib.uoguelph.ca/index.php/perj/article/viewFile/826/1357
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Research: What do they think of the UN?
http://www.pewglobal.org/2012/06/13/chapter-4-rating-countries-and-institutions/
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Research: What do they think of the UN?
Images © Jeremiah Owyang
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Research: What do they think of the UN?
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Research: Towards a better evidence base
• Good strategies come from good data
• Data like this would be valued across the UN system
• Partner with other system bodies or commercial media companies?
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Strategy
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Strategy: What already exists?
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Strategy: Modeling corporate social media
http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Strategy: Modeling corporate social media
http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Strategy: Vision and mission
Vision: Our people are our voice
Mission: to train, prepare and support UN staff to lead digital conversations in their areas of work.
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Joe Mitchell September 2012
Strategy: SMART goals
Objective Output for DPI (by 2014…)
Intermediate outcome (by 2015)
Long term outcome (by 2016)
Staff as voice
Training (0.5% across all depts) Mentoring (0.1%)
More digital staff (5% field staff, 10% HQ digital)
Better known staff (>100 with >5,000 followers)
Culture change (+10% ‘feel engaged’, ‘empowered’)
Public awareness (+10% ‘I know about the UN’)
Transparency (+25% independent accountability score)
Reduced number of corporate accounts (30%)
Training, template strategies for UNICs (all)
Better corporate accounts (number of languages, correct branding, UNICs to have individual strategies)
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Joe Mitchell September 2012
Strategy: SMART goals
Objective Output for DPI (by 2014)
Intermediate outcome (by 2015)
Long term outcome (by 2016)
Better internal communication
Education and training for senior leaders
(Presentations and training to all USGs, ASGs, D2s)
Increased use of social media for internal communication
(+1500% internal interaction)
Reduced email burden
(-25% emails)
Better informed staff
(+25% in, e.g., ‘I know what the UN system is doing’, ‘I know what my colleagues are working on’.)
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Plan
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Age
Plan: Data on staff use of social media
How many social media platforms do you use?
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Which language do you mainly use for social media?
Plan: Data on staff use of social media
Would you be interested in receiving social media training?
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Plan: Staff training and engagement plan
Individual incentives
Increase perception of benefits
Reduce the fear of social media
Individual capacity and knowledge
Establish how-to knowledge with all staff
Safe practice space?
Social factors
Create the idea that social media for work is the norm
Structural factors
Make sure there are no physical barriers to accessing social media platforms
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Joe Mitchell September 2012
Plan: Corporate accounts
Mini-vision: run smarter digital profiles where the people are (think languages, platforms)
• Audit
• Map and reorganise with the user and
UN resource in mind
• It is not necessary to be everywhere
• Clear and powerful branding
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Joe Mitchell September 2012
Plan: Corporate accounts
Twitter Facebook
Tumblr Blogs
Pinterest Storify etc
User base?
What do people use it for?
What overarching strategic goal does UN use of this platform meet?
What content should be shared here?
Who provides that content?
What is our SMART goal for this platform?
Ultimate responsibility
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Google Spreadsheet(All UN staff, with training)
Social media mgmt tool (Small admin team)
Public platforms(One person per platform)
Plan: Corporate accounts
Management
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Next steps
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Next steps: immediately
1. Survey all UN staff
2. Initiate UN-system wide social media audit
3. Request help in building the evidence base for a robust strategy
4. Start discussion with everyone, on the UN goals for social media
5. Begin work with legal and procurement teams for platform negotiation
6. Share this draft strategy with DPI, UN, UN system colleagues for feedback
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Next steps: within three months
1. Continue to publicise this draft and consult management and staff on strategic objectives
2. Rework this strategy as appropriate given the above, and the UN staff digital survey results
3. Work towards gaining approval from senior management (USG, beyond)
4. Initiate development of a training programme, guidelines, branding rules, kits, templates, etc for all staff
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Next steps: within six months
1. Meet with members of the CoI to consult and seek feedback;
2. Seek SMART goals sign off from senior managers and their commitment to support staff to meet them;
3. Launch training programme, guidance documents etc
4. Seek partnerships with digital media companies and across UN system to research global user data (and seek resources to commission independent research)
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Joe Mitchell September 2012Not (yet) the views of anyone who works at the UN
Next steps: at one year
1. Monitor strategy implementation: publish annual progress report, include re-survey of UN staff
2. Identify what works and what doesn’t, iterate and change, check SMART goals still achievable and relevant
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FIN
Questions / comments?
Joe Mitchell
All photos (CC) UNPhoto
Thanks to: New York DPI people as well as Silke von Brockhausen, Beatrice Frey, Karine Langlois, Roxana Samii and Justin Smith.