Asia Pacific Forum of National Human Rights Institutions NHRIs in the Asia Pacific and other regions have also become increasingly active online. Many have embraced Facebook, Twitter, Flickr, YouTube, podcasts, blogging and other social media tools to engage directly with different groups of people, especially younger people. They can also use their social media presence to counter prejudice, hate speech, “trolling” and other unsavoury messages that are a regular part of online discourse.28 However, NHRIs can encounter a number of common obstacles when it comes to integrating social media into their communication and outreach activities, such as resourcing, understanding best practice and measuring the effectiveness and impact of their online efforts. Using social media to promote the work of the NHRI and engage people in a two-way dialogue need not be overwhelming or difficult. With clear objectives developed as part of a broader communications strategy, social media can be an invaluable tool for reaching new audiences and developing active partnerships. Benefits of social media include: • Building greater awareness of NHRI activities, campaigns and success stories by linking people through to your website • Reaching a broader audience, not limited by geography or demographics • Growing the NHRI’s influence by acquiring new supporters and partners • Empowering supporters and partners to get involved in human rights related-activities work and promote this among their networks. 4.2. DIFFERENT TYPES OF SOCIAL MEDIA PLATFORMS Before developing a social media strategy for your NHRI, it is important to be familiar with the common social media platforms and how they can be best utilized. As a general rule, set aside a minimum of two or three hours each week for every social media platform that you use. If your time is limited to three hours or less each week, start with a single platform. It is far better to use one or two social media platforms well than to use many of them poorly. UN Photo by Eskinder Debebe. 28 For example, the BackMeUp campaign by the Australian Human Rights Commission encourages young people to provide practical support to their friends targeted by cyberbullying’; see page 51 of this Handbook. 60 | Chapter 4: Using social media