Amnesty UK: Adventures with Twitter

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Amnesty UK Adventures with Twitter
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Now Then
8 months ago
Now

• No consistent social media strategy
• Sporadic interaction
• Do this, do that
• Broadcasting
• RSS feeds
• 300 followers

• Regular updates
• Human voice
• Mix of news, actions and chatter
• Integrated part of campaigning
• Over 6000 followers

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Our Social Media Approach

• A year ago
• No consistent social media strategy
• Sporadic interaction
• Do this, do that
• RSS feeds
• Under 500 followers

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Amnesty Everywhere
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Integrated Campaigning
In order to understand these existing networks,
define benchmarks and work out how best to use
them for campaigns we conducted a network audit.
Once we knew the size of our network and
supporter base we could map it and then start
campaigning
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100 Days First Campaign
The plan
Get as many signatures for petition as
possible 100 ways to help a small action a
day Outreach to bloggers and networks Encourage
use of 100days hashtag to focus conversation
30 increase in network size
2000 petition page views
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Lessons Learnt

• Twitter has a short attention span
• Issues have to be (or appear to be) urgent
• People need to understand what youre asking them
  to support and why
• Offer more ways to get involved after basic
  actions to maintain momentum
• Have a plan B

Photo by jmtimages on Flickr
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International Womens Day
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International Womens Day
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International Womens Day
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International Womens Day
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International Womens Day
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International Womens Day
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_at_shelldotcom

• Getting the worlds biggest company to listen

• -Find their Twitter account
• Hold them to their promise of open dialogue
• Enlist hundreds of supporters

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Twitter isnt the whole story
Dont use in isolation Provide narrative Be
authentic Be consistent Wont fit every campaign
Photo by mallix on Flickr