Lecture 1. Digital communication strategy
Let’s explore how your project can benefit from digital communication.

Museum de Louvre reaches its 2.3 ml users through its Facebook account. 

Google Art Project provides access to the greatest artworks from anywhere on the globe. 

The online crowdfunding campaigns have been used to fund everything from the restoration of historical sites to filming winning documentaries. 

The artists also use social media for performances. Amalia Ulman was called a first greatest Instagram artist by chronicling her fake life on her social media account to start a conversation about the stereotyping of women (  

Let’s explore how your project can benefit from digital communication. My name is Anastasiya Nurzhynska and 
I'm a communications expert focused on social change.

The course consists of three topics

•   Digital strategy

•   Management of the web site

•   Effective use of social media

In order to get the maximum from your communication efforts you need to identify what you want to achieve and which tools you would use for it.

That is why I highly recommend that you start with the development of a digital communication strategy. First, you need to analyse your situation, establish the objectives and determine your audience – with which you can find the right methods and tools.

Your digital strategy will help you

•   Make sure that your communication efforts contribute to the organisation's objectives and mission. 

•   Plan and distribute resources.

•   Achieve your communication goals, in particular to inform, to change attitudes and behaviour by reaching the right audience with the right delivery methods.

Below the video you can find several templates that can help you create a framework for your strategy.

Your digital strategy should be a part of your organisation's communication strategy.  If you don't have one, you should consider developing one.

My advice is to involve staff of your organisation in the process. For example, organise a brainstorming session where your colleagues can share their creative ideas and management can reveal their expectations. You should rely your colleagues contributions so they feel some ownership in the final product.

How to develop a strategy

  • Analyse the situation: what are the key challenges you are facing
  • Identify the communication objectives: how communication can help you address the challenges.
  • Think about target audiences: which group of people would find a solution to your challenge.
  • Develop your message and approach: what you want to transmit to them and how you are going to do that.
  • Choose your delivery method: how your target audience consumes information and the best way to reach them.
  • Test your approach: you never know for sure if your messages or visuals will work until your try them with real people.
  • Make a plan with resources needed and a timeline. 
  • Establish an evaluation mechanism with markers of achievement: it can be a table with the objectives in one column and other columns with the target audience, messages, methods, activities, timeline and resources.
  • Analyse the results and adjust your plan accordingly: online surveys and analysis of statistics will guide in the right direction.

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