social media

Backpack to Briefcase: A Panel on Communications, PR, and Social Media

I've been busy collaborating with the Political Science department and the Career Centre at the University of Toronto to organize and moderate a panel discussion on breaking into the communications, PR, and social media industry. It's going to be a wonderful event with a stellar line up of panelists who will share their insights on success. Following the panel discussion and Q&A, light refreshments will be served and we can get our networking on!


So if you're a student or a recent graduate toying with the idea of a career in this space, register here and join us

Date: Wednesday, March 27
Time: 6- 8 p.m.
Location: Political Science Conference Room, Sidney Smith Hall (3rd floor), 100 St. George Street.

PANELISTS: 

Ainka Jess is a Senior Communications Officer at the CBC in Toronto. With over a decade of communications and broadcast television experience, she was recruited to manage the communications and social media strategy for a candidate in the 2011 Ontario Provincial Elections. A woman who wears many hats, Ainka was the first producer at Sun Media to launch and produce the inaugural multicultural segment on Canoe Live. Her love of current affairs and reputation as a social media star lead her to work with TEDxToronto in 2012 as Communications Lead.





Carolyn Van 

Carolyn Van is the co-founder of thirdocean, a social media communications company as well as a mentor and advisor to various technology startups, innovation accelerators and post-secondary institutions.

Having always been an early adopter of technologies and Web 2.0 tools and platforms, Carolyn has been weaving social media in to marketing programs well before brand pages, self service ads, share functions, and the array of interactive features we see now were ever introduced. She has led the successful development and execution of digital communications, social media marketing and experiential marketing programs for brands including Scotiabank, Rogers Wireless and Drake International. 


Michael Edwards

Michael Edwards leads Navigator's digital practice and specializes in developing integrated digital strategies to achieve client objectives. He develops and executes strategies for companies and organizations that want to speak to their ideal audience through digital channels. Michael works with brands, corporations, not-for-profit organizations and political parties as a partner in identifying strategic opportunities and managing online reputations. 






As a Senior Consultant at High Road Communications, Rayanne supports the digital team in social media marketing and community management strategic counsel. Rayanne primarily works on projects with TELUS, Microsoft, and Second Harvest. Before joining the team at High Road, Rayanne was the lead for all social media, community and word of mouth marketing at FreshBooks, the number one cloud accounting specialist for small business owners. She’s also very active in the local social media community, spending her time turning online into offline relationships through attending and managing community-organized events.

Roots & Shoots: A Social Media Workshop with the Jane Goodall Institute

I quietly snuck into the James Room at the Delta Chelsea downtown where I was giving a social media workshop for the Jane Goodall Institute of Canada's Youth Leadership Council (YLC). The small but energized youth were in the middle of a networking activity assigned to them when I first walked in but I was happily greeted by a friend and old co-worker of mine from Journalists for Human Rights, Carissa. We'd worked closely together giving workshops on how to use social media to spread human rights awareness and it was nice to reconnect again.

The room was filled with the 12 dynamic members of the YLC who act as ambassadors of JGI's Roots & Shoots program, a network of youth creating positive change in the environment and fostering respect and compassion for all living things. We jumped right into the workshop by discussing the significance and magnitude of social media and how to communicate effectively on these platforms. Talking social media to youngins is one of my favorite things to do because they just get it. They are the digital natives and our conversation yesterday proved that.  I was struck by their depth of understanding and critical thinking when interacting with social media.

One of my activities for the group was to deconstruct Facebook posts from various non-profit organizations and to determine which ones effectively engaged their audience, which one's didn't and how those one could be improved. I was happily surprised when the group began debating what exactly constituted an engaging post anyway. Does a "like" or a comment constitute deep enough engagement? Or does it just represent another classic case of slacktivism (or as one participant referred to it: clicktivism)?

It's a question I've struggled with while working for different NPOs and it's one that I don't readily have an answer for. For NPOs (and for businesses too), a "like" doesn't really mean much if it doesn't translate into some sort of deeper action...whether it's a donation, signing up to get involved, or spreading the word and raising awareness. Unfortunately, most interactions on social media are shallow acts under the guise of true and deep activism/involvement.

I showed a couple of posts from NPOs that encouraged their audience to "like" a post or tag themselves in photos (you'll catch 'em in the slideshow above) and one participant expressed her disdain for "cutesy" and "cheap" posts like that. I agree with her and was so happy that someone brought this up. But I do think that NPOs need to find a balance between these kinds of posts and serious messages with specific and impactful calls to action (like donating, volunteering, etc.). Although it might not seem to mean much, the act of "liking" a post can have important ripple effects. That post could show up on a friend's Facebook feed and lead them to click on that organizations' page and learn more about their projects. Maybe that friend is someone who actually wants to get more deeply involved and ends up signing up to volunteer for a local initiative. It's not easy to track or measure things like that but leveraging word of mouth and increasing brand visibility is one of the key opportunities that NPOs really need to take advantage of. 

All in all, it was really a lively workshop with a lot of healthy debate and valuable insights to draw from. It was refreshing to see a group of youth critically assess social media and consider ways to make something as seemingly simple as a Facebook posting into a conduit for deeper social engagement. Looking forward to seeing what the YLC gets up to this coming year!

Follow Roots & Shoots on Facebook and Twitter.

Bridging the Worlds of Social Media and Contemporary Dance

Last week I sat down with The Chimera Project, a unique and edgy contemporary dance company in Toronto, for a social media workshop. You'd think social media and contemporary dance would be worlds apart but the truth is that the two actually complement one another wonderfully. Social media is all about building and cultivating a community and it just so happens that contemporary dance (and dance in general) already has such an organic and vibrant community around it. This comes as no suprise because really, is there anything that brings people together more than the arts?

Below are the slides from the social media workshop with some tips on how dance companies can form a social media strategy and engage their followers. What's important to remember is that social media provides an amazing opportunity for dance companies to tell their story beyond the stage and to continue celebrating the beauty of physical movement with an audience that is truly passionate about their work.

 

Pushing back against the #Kony2012 Backlash

My Facebook feed has been exploding with videos, blog posts, and comments about Joseph Kony for the past few days. This is not normal. War criminals are not usually the topic of heated discussions amongst my Facebook friends. No, lolcatz and other banalities are often the topics du jour. But since Invisible Children's #Kony2012 video hit the internetz, all have been abuzz about Uganda, Kony and the Lord's Resistance Army (LRA), and even the credibility of Invisible Children itself. A public dialogue about development, aid, and human rights on Facebook? Am I dreaming? When does this ever happen? Seriously?

#Kony2012 has been under some serious heat the past few days and it's been fascinating just to see and read all the backlash. Some of the main critiques of the campaign can be summarized as such:

Invisible Children's shady financials (from Visible Children):

"Invisible Children has been condemned time and time again. As a registered not-for-profit, its finances are public. Last year, the organization spent $8,676,614. Only 32% went to direct services (page 6), with much of the rest going to staff salaries, travel and transport, and film production. This is far from ideal, and Charity Navigator rates their accountability 2/4 stars because they haven't had their finances externally audited. But it goes way deeper than that."

Factual inaccuracies and the oversimplification of the issue (from Michael Wilkerson on Foreign Policy):

"It would be great to get rid of Kony.  He and his forces have left a path of abductions and mass murder in their wake for over 20 years.  But let’s get two things straight: 1) Joseph Kony is not in Uganda and hasn’t been for 6 years; 2) the LRA now numbers at most in the hundreds, and while it is still causing immense suffering, it is unclear how millions of well-meaning but misinformed people are going to help deal with the more complicated reality."

The revival of the "white man as hero" narrative (from Max Fisher of The Atlantic):

"Worst of all, the much-circulated campaign subtly reinforces an idea that has been one of Africa's biggest disasters: that well-meaning Westerners need to come in and fix it. Africans, in this telling, are helpless victims, and Westerners are the heroes. It's part of a long tradition of Western advocacy that has, for centuries, adopted some form of white man's burden, treating African people as cared for only to the extent that Westerners care, their problems solvable only to the extent that Westerners solve them, and surely damned unless we can save them."

The effectiveness of the campaign's intended goal (from Project Diaspora's Teddy Ruge):

"Kony has been on the run for 25+ years. On a continent 3 times the size of America. Catching & stopping him is not a priority of immediate concern. You know what is? Finding a bed net so that millions of kids don’t die every day from malaria. How many of you know that more Ugandans died in road accidents last year (2838) than have died in the past 3 years from LRA attacks in whole of central Africa(2400)? We’ve picked our battles and we chose to simply try to live. And the world should be helping us live on our own terms, by respecting our agency to choose which battles to put capacity towards."

The absence of Ugandan voices and agency (from InnovateAfrica):

"Invisible Children’s US staff is comprised exclusively of Americans, as is the entire Board. How do you represent Uganda and not have Ugandans in leadership? Couldn’t the organization find a single Ugandan? An African? Did it even think about that? Does that matter to current staff and board members? I understand that IC’s main audience is American and its focus is on American action. However, when your work and consequence affect a different group of people than your target audience, you must make it a priority to engage the voices of the affected population in a real and meaningful way, in places and spaces where programs are designed, strategies dissected, and decisions made."

I've spent most of today sifting through the many blogs and articles about the campaign and though most of the critiques are valid, justified and very well-thought out, I can't help but feel a sense of repulsion from the sarcasm of those who lambast Invisible Children's initiative. The overall tone and language that have surrounded the backlash is sarcastic and arrogant, deriding those who I honestly believe want to genuinely do something positive (as these memes would demonstrate). More than that, much of what I've found online only offer attacks on Invisible Children and the #Kony2012 initiative without offering any alternative solutions. Instead of galvanizing people to act as a force for good, this tone and language will simply lead people to resort back to inaction, paralyzed and disheartened to hear that the organization they were so excited to support is just a "scam". Yes, it is essential to call out an organization on its transparency, accountability, and overall goals. That is part of being an intelligent and informed citizen. And yes, good intentions are not enough but disparaging them, in my opinion, is even worse than slacktivism.

At the time of writing, the video has over 43 million views. That is not something to scoff at. Let's be real. Activists, journalists, and academics who have worked in Uganda and Central Africa for the past two decades have never mustered as much interest and energy as this video has in FIVE DAYS. We need organizations who, with their slick marketing skills, will shine a light on pressing issues that fly under the radar. And we need the academics and activists who are well-versed in development and aid to work with these organizations to ensure that responsible and effective programs are developed and implemented. There should be collaboration in this space, not contempt. And so here I quote the sentiments of Sarah Margon of the Center for American Progress

"...instead of continuing to debate the strengths and weakness of the Kony2012 video, or attack Invisible Children for their lack of financial transparency, let’s figure out how to turn this momentum into a constructive opportunity that can result in smart policies that will have a positive, real-time impact in the affected areas of central Africa. Let’s harness this energy and turn it into something productive that ensures we’re telling the right stories, inspiring well-informed advocacy, and working together across governments, academia, grassroots activists, and local populations to help bring this chapter of the LRA — and the impact in affect areas — to a close."

SO HERE'S WHAT YOU CAN DO.

Do your research. Learn about and educate yourself on the situation in Central Africa today. Listen to and read African voices by tuning in to local media. Some of the leading newspapers on the ground are the Daily Monitor, the Independent, and New Vision. Another great resource is Global Voices, which is a community of citizen journalists and bloggers (this includes stories from around the world too, not just limited to Uganda).

And then support local initiatives. There are many organizations led by Ugandans themselves who are better equipped and better informed to implement proper solutions on the ground. I've been scouring the internet, talking to leading activists on the ground and here are some starters for you:

HURIFO: an NGO dedicated to promoting human rights and aims especially to raise the visibility of the plight of internally displaced persons in Uganda.

International Refugee Rights Initiative (IRRI): dedicated to promoting human rights in situations of conflict and displacement, enhancing the protection of vulnerable populations before, during and after conflict.

Art for Children Uganda (ACU): an NGO committed to lift the voice of all children through creative means to promote cultural awareness, develop critical thinking and self-expression, and recreate and promote psychosocial healing.

a youth-led community building initiative in Lira, Uganda.

Concerned Parents Association (CPA) Lira: a child focused organization formed by a group of parents affected by the abduction of children by the LRA in Northern Uganda.

Women of Kireka: a women’s cooperative business based in Kampala, Uganda providing business skills training, added capital and a resilient peer group to women affected by the conflict. 


The Acholi Religious Leaders Peace Initiative (ARLPI): an interfaith peace building and conflict transformation organization.

Friends of Orhans Uganda: an initiative administered by former child soldiers, orphans and abductees from Pader District that aims to reduce the vulnerability of mothers, orphans, former child soldiers, abductees and women through education and skills empowerment.

**This is not, by any means, an exhaustive list. If you know of any local organizations doing responsible and effective work in Uganda, please let me know in the comments section so we can expand this list!

________________________________________________________________________

For all its flaws, Invisible Children has managed to raise not just awareness but also fervour about an issue that many have forgotten about or never even knew about to begin with. Let's use this surge in energy and momentum to do something productive. Opportunities like these do not come by very often.