Post by Madison Baya on Oct 2, 2014 21:40:15 GMT -5
Doctors without borders is a non-profit that provides medical aid wherever needed while responding to conflict situations, epidemics, and natural disasters. The main goal behind the organization is to provide their services as a witnessing tactic for the people. They do this by utilizing the main strategy of all social media: keeping in real time. As Facebook recently made moves to declutter news feeds of (2 day) old posts, DWB feeds their Instagram with carefully selected images that are kept in time with what's happening in real time. The images are often provoking, sometimes even graphic, but transmit the main goal of 'witnessing' to the audience. If someone sees an image of ebola patient from years ago rather than a recent one of this week, it can detract from the importance of the awareness. Social media has conditioned the masses to hold shorter attention spans so DWB has a an edge when it posts photos of real-time conditions. The diligence behind selecting the images and how many to put up also makes for an effective campaign. Ten images of a health condition may not hold the same weight of one shocking image that says it all in one post. Plus, as Nick Owen said, it doesn't leave the audience with an overbearing feeling from the company.
Charity Waters also touches on the idea of building the relationship with the audience instead of focusing on creating the next viral gimmick for attention. Things like that will occur naturally and can't come out of a strategy. It's about the day-to-day attentiveness to the brand that keeps people in. Although the visuality of the ice bucket challenge did attract quite the response, it also sparked some support for Charity Water without having posting a video of the like themselves. The idea behind this daily (though thoughtful) upkeep still manages to keep both companies in line and Charity Water and DWB's alike are able to connect with the world through using large social media platforms the way people as individuals do.
Charity Waters also touches on the idea of building the relationship with the audience instead of focusing on creating the next viral gimmick for attention. Things like that will occur naturally and can't come out of a strategy. It's about the day-to-day attentiveness to the brand that keeps people in. Although the visuality of the ice bucket challenge did attract quite the response, it also sparked some support for Charity Water without having posting a video of the like themselves. The idea behind this daily (though thoughtful) upkeep still manages to keep both companies in line and Charity Water and DWB's alike are able to connect with the world through using large social media platforms the way people as individuals do.