Following Greg Gazin‘s post “Social media “missions” extend reach for social causes“, Paul Steinbrueck asked few questions about our campaign effectiveness and measurement.
Here is DES Daughter ‘s comment:
Thanks Paul for this article and for opening the discussion on the use of Empire Avenue to raise awareness about an issue. Measuring the success of our awareness campaign and social media strategy is a great challenge for us as it is for many non-profits and corporate organizations. First you have to determine what success means to you based on your goals and mission. For us Empire Avenue is just one element of our social media strategy. It definitely helps us achieve one of our campaign goals which is to reach out to people who have never heard of DES. But our reach goes far beyond the EAv community. Not only our content is increasingly shared and liked outside the DES community, it generates media attention. In January 2012, the Independent, one of the largest UK national newspaper with an average daily circulation at 83,600 +, contacted us for an interview. The story made the front page cover of their Sunday edition and the interview was picked up by many other national newspapers such as the Daily Mail online and offline. DES very rarely receives mainstream media attention so this was a massive success for us and all the forgotten DES victims in the UK. This interview had a snowball effect. Since then, we’ve given three interviews and provided quotes and a foreword to a novel soon to be published in the UK. As a team of two we may never achieve policy changes and increase funding for the DES cause. However, we can make sure DES is not forgotten and remains in the public eye at least until all generations affected by this drug are gone! Our strategy is to connect, contribute, collaborate, and ultimately impact society. We believe the collective voice of DES victims and those who are engaging on the DES issues on social media channels can bring about change. In order for people to care, they need to know. In order for governments to take action, they need to be pressured by the general public. So our mission is to gain support for the DES cause from the general public. We are taking on this challenge one step at a time!
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