Hacia un mayor uso de los medios de comunicación social en la Secretaría de la ONU: reflexiones de una funcionaria

In 2017, the UN’s Social Media Team undertook several important changes in the way it works. This paper aims to explain how realigning and strengthening the UN’s approach to social media (social networks in particular), helped the UN to better capitalize on multilingual communication opportunities while facing limited financial and staffing capacities. Taking a look at audience needs and monitoring comments from fans and followers resulted in a new focus on countering negative rhetoric and a revitalized “back to basics” approach to content in general.