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Impactful social media

Nada Ismail and Mariam Hassanien

RNE Communication, FAO

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Social media landscape

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Impactful Social Media

	Various posts per day Partners, donors, gov, public		Long captions, Public, partners, donors, gov		Visual storytelling Public, partners, donors, gov		Knowledge content Private sector, partners, donors, gov, public
	Video storytelling Cross functional		Audio storytelling Cross functional		Photo archive Internal, media, public		Fun and educational content Public

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Social media landscape (Iraq, 2023)

RNE Communications Meeting and Retreat

Impactful Social Media

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Social media landscape (Jordan, 2022)

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Impactful Social Media

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Strategy development

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Impactful Social Media

FAO global strategy (four betters, international year)

Regional strategy (regional priorities)

Country Programming Framework

Country context/goals

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Strategy development

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Impactful Social Media

Goal	Target Audience	Topics	Tone	Creative	Frequency

Position FAO as the expert leader in the food and agriculture sector	Government, donors, UN organizations, media, private sector, public	What topics align with my office’s work? Primary/secondary topics	Which language(s)? Establish your brand voice and personality for each platform.	Plan out number of assets per multimedia format for each platform	Consistency is key for success. Determine posting frequency.

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Content planning

Planning is key for valuable social media content and ensuring consistent posting.

Monthly plan: planning topics and multimedia format
Weekly plan: content creation for each post (caption + visual)
Scheduling: pre-schedule posts to avoid gaps

*It is important to revisit the plan regularly to ensure that it still aligns with ongoing events and news.

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Impactful Social Media

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Content creation

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Impactful Social Media

Trello Board	Original Designs	Recycling	Partners

Content is shared monthly.	FAO Canva templates, field pictures	Using same content in different formats. Reposting content.	Utilize content from partner campaigns and projects.

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The power of storytelling

Show, don’t tell.

*Human stories are optimal content for recycling.

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Impactful Social Media

*Human stories are optimal content for recycling.

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Breaking barriers

Influencers campaigns are one of the most effective tools to establish presence on other platforms and reach a wider audience.

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Impactful Social Media


10 countries	232 posts	5 million views	61 influencers	$75,000 media value

#Act4thefuture�2020 Ramadan Social Media Campaign

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Managing Influencer Campaigns

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Impactful Social Media

Approach influencers

Provide brief

Share content

Agree on timeline

Monitor posting

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Monitoring and analysis

Important questions to ask during the monthly data monitoring and analysis:

Did I execute my monthly plan fully? If no, why?
Which posts received the highest and lowest numbers? (reach and engagement)
What is the reason behind this performance? (topic, content format, engaging questions, etc.)
Am I reaching new audiences and new segments?
What can I try differently to increase reach and activity?

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Impactful Social Media

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Thank you