Due to the large investments, NGOs were the initiators of mobilizing actions. With social media, that investment has been greatly reduced, so that not only NGOs have mobilizing power. The competition for the public's attention is no longer with each other, but with every creative individual with a nice story "worth talking and sharing".
Reach through engagement: how do you build an audience for a complex issue?
We were faced with a major challenge. The problem with the food crisis is that it is caused by a poorly functioning production system. It is not just about drought or the climate, but it is mainly about multinationals that make a lot of money from maintaining exploitation and artificially creating scarcity.
This is a complicated story to tell and a complex topic to mobilize an audience for. What can be told are the dozens of small examples, facts and stories that lie behind the food crisis. Facebook has two special qualities to achieve our goal of informing and engaging a large audience.
Facebook rewards interesting content: Facebook uses the Edgerank mechanism to decide how many fans see Oxfam Novib's content. The more content is liked and shared, the higher the Edgerank and the more fans and followers see the content.
Facebook rewards interaction with reach: Every like and share ensures that the friends of fans and followers also see the content of Oxfam Novib. This means that we have to design our content in such a way that we build reach through sharing.
The Creative Hook: Like to Dislike
The challenge is to create content that the online following interacts with. After all, every 'like' and 'share' ensures that the content is also shared with the friends of the online following.
The 'like to dislike' campaign uses Facebook's like mechanism to express outrage brazil telegram data about the dirty truths of the food crisis. Below we would like to share the 5 most important 'lessons learned' from this campaign in the field of Facebook marketing.
1. Creativity is everything
The campaign has been running for two months now. We actually had a style that worked pretty quickly. Some posts have a high applause ratio (#likes), like this post below.
It's a piece of...
Others are designed to primarily elicit interaction (#comments), while others are shared en masse (amplification rate, #shares), like this update below.
Unfairtrade
One thing is clear by now: the creativity of the content determines the success. For that we work together with SUE Amsterdam.