As well as writing my MA dissertation, I spent this summer interning with the United Nations Department for Public Information. And in particular with the social media ‘focal point’ in that department.
It made a lot of sense – I love a bit of a digital communication, I’m passionate about global affairs and I think social media changes the way the world will be governed.
The UN – in its central role as an inter-national organisation – is a particularly old-fashioned way of governing the world, but one that, by virtue of its wide membership is often said to be the most ‘legitimate’ way of setting global rules. (As opposed to something like the G20, for example.)
But legitimacy is granted by the public in complex ways, and if the UN doesn’t open up or engage with people on a more personal level, I believe it will struggle to remain relevant.
I spent a lot of the internship training people on social media, writing guidance, going to some interesting and some less interesting meetings. I also found out that the UN does not have a social media strategy. It doesn’t actually have a communications strategy either. So, biting off more than I could chew, I tried to write one.
The slides below give you a very brief summary. Click through to the one hosted on the slideshare website and you can read the notes to each slide. Alternatively, read the full document version, also below. You can download one for printing here.
Given the lack of strategic communication objectives, it turned into more of a ‘how-to-write-a-strategy’ document, with some examples of what such objectives should look like. By the time I finished it, there wasn’t a lot of time to sell it in to my boss and her bosses and so on.
However, the genius of social media is that I can now post it here and hopefully someone will find a use for it. Or at least be inspired to think about it or go write their own.
Any thoughts or feedback very welcome.
Photo credit: ekosystem