STRATEGIC SOCIAL MEDIA ANALYTICS WITH A VIEW TO STRENGTHENING COMMUNICATIONS INITIATIVES, ADVOCACY, PARTNERSHIPS AND RESOURCE MOBILIZATION
Social media platforms are critical to effective and impactful communications, with social media audiences a potential treasure trove of partnership and support on a number of fronts.
UNFPA APRO is committed to supporting the 22 country offices across Asia-Pacific and the Pacific Sub-Regional Office and strengthening their capacity to implement the global strategy, including by increasing and improving media outreach, partnerships and reporting on UNFPA and its imperatives.
This begins with UNFPA APRO strengthening its own communications platforms, including and especially social media (Twitter, Facebook and Instagram as of this writing).
APRO deems it essential to mine its Twitter audiences in particular, to identify key influentials among them (individuals, organizations, other entities) with a view to exploring whether these influentials can in turn be transformed into UNFPA APRO partners and supporters on key communications and advocacy campaigns and initiatives. Where these influentials are already partners and supporters, we would seek to strengthen joint initiatives with them in a way that fully utilizes and potential of social media.
For this, increasingly sophisticated social media analytics are required that help identify such potential partners and supporters, drilling deep into their social media personalities, areas of interest and followers/circles of influence (including individuals, organizations in the public and private sector, and media) with a view to helping APRO strategize such potential partnerships better.
The successful bidder will be expected to use social analytics, especially Twitter analytics, in a way that transforms these data into “social intelligence” which offers the opportunity to tap into and understand APRO’s current social platform audiences and possibly identify new and future audiences as well, with a view to identifying core areas of interest that complement APRO’s areas of priority and UNFPA’s Three Transformational Results under the new Strategic Plan: Zero maternal deaths, zero unmet need for family planning, and zero gender-based violence and other harmful practices against women and girls.
The scope of the assignment can be summarized as below:
• Audience intelligence
• Content optimization
• Community management
• Campaign/s management
• Media targeting and optimization
More information can be found in the RFQ document.
Iran, Islamic Republic of
Lao People’s Democratic Republic