3.11.09 third sector
DESCRIPTION
Interview in Third Sector magazine in November 2 2009 issue, on how Whizz-Kidz engages with those using social media.TRANSCRIPT
Value:
Client:Source:Date:
1937.53
Page:
Whizz Kidz
Circulation:
Third Sector (Main)03 November 2009
Size:
1913357311cm2
EH»SB1
Why social networking is so useful Rob Dyson of Whizz-Kidz argues that online communities are a great way for small charities to make an impact
hen Whizz-Kidz designed a new poster to
encourage City workers to take part in the Paris
Marathon earlier this year, the charity wanted a second opinion. So it showed the poster, which featured a young woman looking seductively over her shoulder, to its followers
on social networking websites Twitter, Flickr and Facebook.
The results, according to Rob Dyson, the charity's PR manager, were enlightening. "Potentially sexist, and can't see how fits with Whizz-Kidz," commented one user. "I think Freud would have a field day with the poster," said another. "And the Fundraising Standards Board logo appears to be approving the good lady's posterior."
Dyson says the Whizz-Kidz events team took on board some of the "constructive"
feedback, but went ahead with the poster. It was designed by an all-female team and meant to be ironic,
he says, and the comments came from charity PR and marketing professionals
rather than the campaign's target audience. However, the episode has provided some important lessons for future campaigns, he says.
"I really value the feedback, which is generally supportive and sometimes
Dyson Asked for feedback about poster (inset)
insightful," he says. "It makes sense, if you are a small
charity with fewer resources for advertising, to use all the free channels
available to promote your work." Dyson first started to see the benefits of social networking when he set
up a group on Facebook for charity press officers and soon realised the technology could be used to benefit his charity. "It occurred to me that Whizz-Kidz really had to be in the spaces where our supporters already were," he says.
Social networking is particularly useful for smaller charities, he says: "In
terms of more traditional media, it remains a challenge to make an impression
on a national scale for a smaller, rather niche organisation."
Despite the potential of social networking, Dyson says, there are dangers.
"The audiences are very diverse and immediate with social media, so it's important to be thoughtful and targeted with replies," he says. "It's invaluable
to engage people straightaway and build relationships."
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Value:
Client:Source:Date:
1937.53
Page:
Whizz Kidz
Circulation:
Third Sector (Main)03 November 2009
Size:
1913357311cm2
Curriculum Vitae 2008 PR manager, Whizz-Kidz 2007 Created the Third Sector PR and
Communications Network on Facebook
2002 PR officer, Scope 2000 Bookstart scheme liaison officer
and conference coordinator, Booktrust
Establishing a dialogue quickly is crucial to improving a charity's profile, he says. That means responding
to 'tweets' and other messages that would previously have been directed
to specific people within the organisation.
As a result, Dyson says, he always needs to be thinking about the bigger picture: "The key is not just to broadcast,
but to engage."PaulJarvis
I More Communications at: thirdsectorxo.uk/resources/ goodpractice
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