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2.11.09 Third Sector interview

2.11.09 Third Sector interview

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Published by RobDyson
Interview in Third Sector magazine centred around Whizz-Kidz' use of social media, and how we engage, converse and invite feedback and constructive (!) critique for new fundraising products and schemes, and young mobility initiatives.
Interview in Third Sector magazine centred around Whizz-Kidz' use of social media, and how we engage, converse and invite feedback and constructive (!) critique for new fundraising products and schemes, and young mobility initiatives.

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Published by: RobDyson on Nov 03, 2009
Copyright:Attribution Non-commercial

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11/03/2009

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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 designeda new poster toencourage
 
City workersto take part
 
in the ParisMarathon earlier this year, the charitywanted a second
 
opinion. So it showedthe poster, which featured a youngwoman looking seductivelyover her 
 
shoulder, to its followerson social networking websitesTwitter,
 
Flickr and Facebook.The results, according to RobDyson, the charity's PR manager,were enlightening. "Potentiallysexist, and can't see how fits withWhizz-Kidz,"commented one user."I think Freud would have a fieldday with the poster," said another."And the Fundraising StandardsBoard logo appears to
 
 be approvingthe good lady's posterior."
 
Dyson says the Whizz-Kidz events
 
team took on board some of the "constructive"feedback, but went aheadwith the poster. It was designed by anall-female team and meant to be ironic,he says, and the comments camefrom
 
charity PR and marketing professionals
 
rather than the campaign'starget audience. However, the episodehas provided some important lessonsfor future campaigns, he says."I really value the feedback, whichis generally supportive and sometimesDyson Askedfor feedback about poster (inset)insightful," he says. "Itmakes
 
sense, if you are a smallcharity with fewer resources for advertising,to use all the free channelsavailable to promote your work."Dyson first started to see the benefitsof social networking when he setup a group on
 
Facebook for charity press officers and soon realised thetechnology could be used to benefithis charity. "It occurred to me that
 
Whizz-Kidz really had to be in thespaces where our supporters alreadywere,"he says.Social networking is particularly usefulfor smaller 
 
charities, he says: "Interms of more traditional
 
media, it remainsa challenge to make an impressionon a national scale for a smaller,rather niche organisation."Despite the potential of social networking,
 
Dyson says, there are dangers."The audiences are very diverseand immediate with social media, soit's important to be thoughtful andtargeted with replies,"he says."It's invaluableto
 
engage people straightawayand build relationships."
 
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