Media Handbook for National Human Rights Institutions Facebook http://facebook.com Reach: Over 1.1 billion users worldwide. What it is: The world’s largest social networking site, Facebook allows users to build and maintain relationships using tools such as instant messaging and media sharing. Users create profiles to share information through status updates, posts, pictures, videos and links. Good for: Starting a conversation on topics of shared interest; encouraging feedback on an issue or topic; inviting people to attend events and activities; promoting the work of the NHRI and its partner organizations, including “success stories”. Tips: Set up the NHRI channel as a “Page” rather than a “Profile”; regularly post a mix of content, including links to related website pages (of the NHRI, partner organizations and others), videos, photos, articles and other discussion topics; devote sufficient time to moderate and respond to comments posted by others; use Facebook “Page Insights” to identify which content is popular with followers. Measures of success: Number of “likes”; number of “people talking about this”; number of tags; number of RSVPs to events; number of “likes” on specific posts; number of sign-ups sourced through Facebook. Recommended updates: Between three and six posts per week. Twitter https://twitter.com Reach: Over 500 million users (more than 215 million active) worldwide. What it is: The world’s leading micro-blogging site, Twitter allows users to “tweet” (post) brief messages in 140 characters or less. Twitter is all about starting or joining a conversation. Good for: Posting updates and links to new and relevant content; broadcasting up-to-the-minute developments during events; connecting with opinion leaders in your areas of interest; responding to breaking news; staying abreast of hot topics and related opinions; growing your supporter base. Tips: Make your tweets 115 characters or less to leave space for followers to add their own message when “retweeting” (forwarding on) your post; make sure at least half your posts are not self-promotional; retweet interesting or relevant posts of your followers; include “hashtags” in your tweets, use a “URL shortener” for links you include in your tweets. Measures of success: Number of organization mentions; number of retweets; number of twitter followers over time; pick-up of tweets by influential organizations, opinion leaders or partners. Recommended updates: At least two tweets per day. YouTube www.youtube.com/ Reach: Over one billion users worldwide (four billion views per day) What it is: The world’s most popular video-sharing site, YouTube allows users to upload, share and view videos. YouTube allows you to post interesting and to-the-point videos on your “channel” and build community awareness on human rights issues. Good for: Informing supporters and others in the community about specific human rights issues, upcoming events and the work of your NHRI; featuring interviews with key NHRI spokespeople; promoting NHRI campaigns; showcasing videos on human rights-related issues produced by others, including through NHRI-sponsored campaigns or competitions. Chapter 4: Using social media | 61