Social Media Communication tools
Social media is a required communication tool for Fund Operators under the EEA Civil Society Fund for the 2021 to 2028 funding period. It plays an important role in reaching diverse audiences, building engagement, and amplifying the voices of civil society. Project Promoters are also required to maintain a communication presence, either through a website or a dedicated social media platform. They must use this platform to share updates, promote their activities, and highlight results. The use of social media is strongly encouraged for all entities involved in the EEA Civil Society Fund, including partners from Donor States. It helps increase visibility, foster partnerships, and demonstrate the value of the support provided. Be strategic and remember that you do not need to be everywhere. Avoid spreading yourself too thinly and instead focus on keeping a high-quality presence on selected social media channels. Before joining a specific channel, identify how it fits into your wider communication strategy. Points to keep in mind when selecting a channel: Social media can be a very cheap and accessible tool for reaching people online. You can use it to increase awareness about your project or programme, generate discussion, and drive traffic to your website.
Set a clear objective: Identify what you want to achieve with your social media presence. Having a clearly established aim will help you narrow down the platform(s) where you should focus your efforts. This will also help you stay focused when producing content.
Give thought to the content: Not all social media channels work in the same way. Have a look at what kind of content is favoured on the channels you have selected (photos, videos, live videos, infographics, articles, etc.) and set up customised content and posting strategies for each channel. The strategies outline what you should post, how you should do it, and give a clear line of direction to everyone on your team.
Find your audience: Identify who your audience should be. Is it the general public in a given country, politicians and policymakers, media, professionals in a specific field, or young people? Make sure to select the right platform where you know you will be able to find and engage with your target audience.
Define your voice: Social media allows you to communicate with your audience in a more informal way than traditional media. Define your voice and tweak it according to the selected channel (some channels allow for more playful language and emojis).
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Communication and Design Manual - EEA Civil Society Fund
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