Strengthening the United Nations Secretariat’s Use of Social Media: The View of One Practitioner

In 2017, the United Nations 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 helped the Organization 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.