Forum for Agricultural Research in Africa (FARA) – New Media

A comparative social media audit was done benchmarking global brands in FARA’s sector.
Following the audit, measurable social media goals were set.

Two platforms were used to spearhead FARA’s social communication – Facebook and Twitter – and implementation was outsourced to Alder. Alder managed FARA’s social media accounts, redesigning pages and developing & publishing content in English and French.

A social media policy document was created.

Facebook & Twitter Screen Shots

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Social Media Graphics

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Social Media Essay Competition

To reach the youth demographic, a student agriculture essay competition was designed.
Students of agriculture programmes in African tertiary institutions were given a chance to win $1,000 and a trip to South Africa by writing 500-word essays. Essays were submitted by over 200
students from 41 institutions across Africa.

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During FARA’s 15th anniversary celebrations, Alder managed social media reporting, the live media wall and global amplification. A special poster campaign tagged, #CelebrateFARA was implemented.

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FARA’s new website was also promoted.

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In a poll deployed across FARA’s social media platforms, 97% of the organisation’s target audience confirmed they were now aware of FARA’s activities and relevance. Over a 3 month period, FARA’s engagement rate on Facebook was 60% and the audience base grew by over 2,000%! The Twitter audience grew by 377%!