Using social media to start a global campaign:
The story behind Jamie Oliver’s Food Revolution Day.


About Jo Creed

Jo Creed is the Social Media & Food Policy Manager for Jamie Oliver Food Foundation. We were delighted that Jo was able to share her thoughts about utilising social media to launch a global campaign. Having a figure head as popular as Jamie Oliver is an obvious advantage, but there’s a lot more than just that behind their success.

On Twitter: @jojocreed

How do you think Social has changed the way your non-profit does business?

Social has allowed us to reach, connect with and engage people all over the world in an entirely new way. It allows everyone to feel connected and become a part of one movement. The power of search through social media allows people everyday to find out about the Food Revolution – at least once a day there is a new person that has watched Jamie's Ted talk or his Food Revolution series, is inspired by them and tweets or posts to let us know. People can also find us based on their interests – through searching hashtags. People who may have never heard of us before can find us and become connected.

We can’t be on the ground everywhere so social has allowed us to lead the effort digitally, and reach far and wide with our mission of educating everyone about food. Through social media we have connected with people across the world and inspired them to join the Food Revolution online and provided them with information to then take it offline.

On which social channel do you achieve your highest engagement?

We see the highest engagement on both Facebook and Twitter, with a strong supporter base on both – followers share our content, refer us to their friends that may be interested and get them involved in the conversation too. On Twitter we have been lucky to have the support of a number of celebrities and high profilers with a big following to help increase awareness and engagement, particularly around Food Revolution Day. On Facebook we see a lot of followers and supporters responding to people on our behalf, answering their questions and pointing them towards our resources. It is nice to see our community coming together like that. Additionally, all the Jamie Oliver businesses and restaurants engage on social media on specific topics relevant to them, helping to increase engagement.

What non-profits or regular businesses do you look up to for social media strategy and why?

Jamie is really engaged on social, has a huge following and really involves supporters in a fun way so he is great to start with. We also look to a number of different organisations from Charity Water and Mashable to more similar foodie campaigns such as Food Day, the Edible Schoolyard Project and Just Food. It’s always great to watch other charities and other brands and learn from what works and what doesn't, plus in the foodie world it is good to see how we can work together to amplify the message.

Global reach and awareness is now closer than ever for global causes, what do you think charities and non-profits need to do to get their message across?

A simple message or mission and share-ability of that message is important for social. An advocate should be able to share the message to people that aren't already advocates and they should still understand it, whether they agree and want to be a part of it or not. On social you have limited time and space to get people interested so the message really needs to be as exciting and inspiring as possible and you need to make the most of the short time you have to grab attention. Branding and extra collateral also help.

Where do you see engagement and support for non-profit causes changing in the future?

As more people turn to social media and realise how valuable it is and how far and wide you can reach with it – for example this year Food Revolution Day reached 74 countries something we would not have been able to do without social media – then I think that engagement and support will increase and allow non-profits to really make the most of this platform.

Through social more people can find out about charities/non-profits organically through friends and advocates, so the community and supporter base can grow. Social can also help create a legacy and history – old campaigns and new campaigns are always online to show history and social media can helped the legacy of these campaigns continue.

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