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Social Media as a Public Diplomacy Tool
1. Working together for a world free of chemical weapons
OPCW:
Social Media as a Public Diplomacy Tool
Keith Powell
Web Content Manager
29 November, 2011
www.opcw.org
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Summary
Social media and OPCW’s new direction
Our early social media efforts
“Introducing the OPCW”
Measuring Success
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OPCW and its New Direction
Stockpiles largely destroyed
Organisation becoming more public-facing
Areas of concern:
Counter-Terrorism
Peaceful Uses of Chemistry
Non-Proliferation
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Case Study: International Year of Chemistry
conference
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International Year of Chemistry Conference
First live webcast at the OPCW
Social media was used as a tool to both promote
the event as well as execute it.
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Case Study: Challenge Inspection Field
Exercise
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Challenge Inspection Field Exercise
Integrated social media approach
Use of:
Twitter
Blog
Video
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Campaign: Introducing the OPCW
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Activity: Identify Audiences
Civil Society
Researchers / Policy Professionals
Potential employees / interns
Chemical Industry
Students
Media
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Activity: Create Engagement Opportunities
Social media and traditional communications
intersect
Find “teachable moments”
Offline activities are important to digital strategy,
too
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Activity: Create regular social media activities
New Features:
Photo of the Day
OPCW Facts
Question of the week
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Measuring success
Analytics:
Website traffic has increased 25% since June 2011
Klout
Disappointing as a tool to measure influence
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Source: http://www.baekdal.com
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OPCW Social Media
Facebook: www.facebook.com/opcwonline
YouTube: www.youtube.com/opcwonline
Twitter: @opcw
Flickr: www.flickr.com/opcw
Blog: www.opcwblogs.org
www.opcw.org
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