Our digital challenges - Jaz Cummins, Amnesty International UK

Jaz Cummins - Web and new media manager, Amnesty International UK

Jaz Cummins
Jaz Cummins

Most innovative recent activity?

A current campaign we are working on - challenging Shell about the impact of its activities on human rights in the Niger Delta region - has had real traction via social media.

As the online element of a multi-faceted campaign by Amnesty, we mobilised our @AmnestyUK followers to target @shelldotcom on Twitter with a specific request to hold a webchat discussing the issue.

Thirteen days later Shell responded - via Twitter - scheduling a webchat, which was a great step forward in creating dialogue in this campaign.

More than 445 people registered for the chat and we held a parallel web-discussion debating Shell's responses with a panel of experts.

We are currently working with our followers on 'Hell Stations'. This involves our online audience creating Google Maps notices for all Shell petrol stations, including uploading images of the station signage with the 'S' of Shell obscured, alerting the public to this issue.

Challenges?

We deal with largely the same challenges as other organisations using social media - moderation and implementing the resources required to feed an audience hungry for content.

One specific problem we have is that of translating often highly complex topics into web copy for a wide-ranging audience. We have a very capable team here and this is supported by our media team, which is also active in social media.

It is this shared experience across the different teams that evolves our work across the new media space.

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