What was the brainstorming sessions about?
Which great ideas came out of it?
The participants had a chance to experience the wild rivers by going rafting all together on the beautiful river Sava Bohinjka …
Rafting sessions on the Bohinj lake (Photo: Neža Posnjak)
… Organise public actions to mobilise people on the issue of wild river protection …
Flashmob to catch the attention of pedestrians in Ljubljana, Slovenia. Following the Flashmob, flyers presenting the negative impacts hydro-power plants have on the environment were distributed (Photo: Simon Bradwick)
… Participate to political and artistic workshops …
Meeting with the representative of the European Commission, Mr. Zoran Stančič, at the House of the European Union, Ljubljana, Slovenia (Photo: Jure Klancar)
… But also discover how to become an activist for water protection …
Brainstorming Sessions, Bohind, Slovenia (Photo: Inès Joubert-Boitat)
… Learn on how to use social media for environmental protection purposes …
Group Discussions (Photo: Lucie Galland)
… and of course, participate to social events to get to know other youths engaged in water protection coming from all over Europe!
Participants in front of the House of the European Union, Ljubljana, Slovenia (Photo: Inès Joubert-Boitat)
Summary of the workshop "Social Media for Activism" (24.09.17 / Bohinj, Slovenia)
The workshop was organised around 3 main questions and an exercise. The participants were firstly invited to share their experience with social media. A presentation on how to optimise the use of the widely use social media Facebook, as a case study, was then hold. Finally, the concept of communication strategy were introduced and the participants were asked to work in groups to plan one for a specific event.
1. Which social media do you use?
While most of the participants use social media at first place for personal communication, a large majority uses it also for professional purposes. A large array of social media were mentioned in the roundtable, incl. Facebook, Twitter, Instagram, Youtube, Snapchat, LinkedIn, Vimeo, etc., reflecting the large variability of options. The choice of the social media is driven by the type of use wanted. While Instagram is widely use for sharing pictures of events, communicating on the organisation of an event will more often happen on Facebook.
Thereby, the various social medias complements each other, and the choice of the social media to use should be driven by the type of audience targeted. Finally, the challenges related to the number of social medias to use and especially the risk of getting lost among the large number of options, diffusing and losing the information, were discussed.
2. How do you use social media?
There was a consensus on the fact that social medias are used to reach people, and more specifically as many people as possible. The discussion on how to achieve this goal was then followed by suggestions on the formats to be preferred for an efficient communication, e.g. photos, summary instead of extensive text and short videos.
While a website is still useful, it should be complementary to social medias, considering that it corresponds to a specific type of communication more related to background information or informative materials. Social medias should therefore be in used in parallel for regular and dynamic communication. Furthermore, building bridges between social medias and websites is useful to drive the traffic from one to another.
Brainstorming session, Bohinj, Slovenia (Photo: Inès Joubert-Boitat)
3.Case study: the Facebook page of the Youth Network for River Action
The Facebook metric page presents the following elements, which are of high relevance when analysing the success of a page or a post:
•Number of “likes”
•Number of “comments”
•Number of “share” (Comments and shares of posts reveal a higher engagement and reach than “likes”)
•Trends in “likes” and followers
It shows insights which helps to learn more on the audience. Accordingly, actions should be taken to adapt, and hence, as a final goal, reach to highest number of people.
4. What communication strategy?
A communication strategy aims at reaching people, and will use for this different tools.
The strategy is planned with different phases, with the presentation of the situation day after day with a regular progression. First, the situation is presented to create an emotion (e.g. Day 1). The problem is then exposed (e.g. Day 3), followed by a suggested solution, i.e. an action (e.g. Day 4), in order to engage people and get the best results.
5. Exercise: Develop a communication strategy
The participants were separated in groups, each of them working on developing a communication strategy around a specific action (demonstration, Big Jump, petition …etc.). They later presented their communication strategy to the rest of the group.
Group presentations and discussions (Photo: Inès Joubert-Boitat)
Among the main outcomes of these presentations, the use of different social medias to promote the events appears as very beneficial. The important elements to keep in mind are as follows: choosing the right picture to be eye-catching, connecting progressively and emotionally with the audience, finding partners who will also disseminate the information, documenting well during the event while involving a maximum the local and national medias, using flyers and goodies, as well as art to attract attention. Finally, the story telling behind the communication should be diverse in in order to engage with different types of people.