This month, we have the great pleasure to share the success story of Mr. Kent Page – Senior Communication Advisor – Division of Communication – UNICEF Headquarters in NY.
1. Who are you, who is your audience and what social media channels do you focus on
My name is Kent Page and I’m a Senior Communication Advisor working in UNICEF’s Division of Communication in our New York Headquarters. I’ve served with UNICEF since January 2000, mostly in the field across several regions, including East & Southern Africa, Latin America & the Caribbean and West & Central Africa. I’ve also been deployed on many complex emergency missions in different regions and to mega-events like the World Cup and Olympic Games. My Twitter account is the social media channel that I focus on the most professionally and its content is fully devoted to UNICEF’s work for children around the world. My audience is global and diverse: international media, government, civil society, young people, celebrities, UN organizations, foundations, millennials, faith-leaders, relevant influencers and the general public in countries from around the world. I do have a Facebook and an Instagram account, but the content for both of these is primarily personal, though occasionally I include UNICEF-related content.
2. What themes and content do you cover?
My Twitter account covers a wide range of UNICEF related content focusing on a diversity of children and women’s issues. I’m often deployed on emergency missions, including civil conflicts in South Sudan, Central African Republic, DR Congo), etc., as well as natural disasters, including the Nepal Earthquake, Typhoon Haiyan in the Philippines and the Haiti Earthquake). I’ve also deployed to support UNICEF’s work for children around mega-events such as the Rio 2016 Olympic Games, the Pacific Games in Papua New Guinea in 2015 and the World Cup in Brazil in 2014. As a result, my Twitter account reflects a combination of both unique contents from these types of emergency and mega-event missions, as well as curated content from various UNICEF offices around the world. Of course, UNICEF works with many UN agencies, NGO organizations and other partners, so my tweets also include cross-over content shout-outs to highlight these important partnerships and the positive impact they have on the lives of millions of children around the world.
3. Have you changed your approach recently? What’s really working well for you now?
I started my Twitter account in January 2014 because I could see the growing importance and impact of communicating and engaging with individuals around the world through digital engagement. From day one, my approach has been focused: 100% UNICEF-related content. This focused approach works well in that my followers know they will always get the latest, most up-to-date information on UNICEF and children’s issues from around the world. A key strength is that although the approach is focused, the issues are diverse: emergencies, health, child protection, education, mega-events, water, sanitation, climate change, children’s rights, SDGs, sports for development, disabilities and the latest data on children’s issues. Compelling photos of UNICEF’s work for children in different country contexts also work really well. I rarely post a tweet without a strong, relevant image to accompany and reinforce the text. In my experience, neither video content nor text-only content works as well on Twitter as does a strong, compelling photo with relevant text.
4. What impact have you seen from your social media presence?
My first tweet was posted just over two years ago, and I have been pleasantly surprised to see my gradual rise up the rankings and to now be ranked among the top five social influencers on the UN Social 500 throughout 2016. The most important impact of my social media presence is that 40,000 followers around the world are reached on a daily basis with the latest content and data on key issues related to children’s rights and issues of UNICEF concern. This outreach provides a voice for and with children, which creates more awareness, leading to engagement that culminates in action on behalf of children. Another impact is that colleagues in different UN organizations who didn’t know me before, now have an idea of the digital aspect of my communication work; several have introduced themselves to me after first ‘meeting’ me through Twitter and the UN Social 500. I follow many UN staff members on the UN Social 500 and am impressed by the digital communication work done by UN colleagues around the world.
5. How have you benefited from being part of the UN Social 500?
First of all, congratulations on putting the UN Social 500 together, and the fact that the rankings are based on independent Klout scores and ratings is excellent. The UN Social 500 is a great initiative that helps connect all of us from across the entire UN system. It’s an effective way to put faces to names and to learn about and understand the diversity of the work that we all do as UN staff. I’ve learned a lot by following other colleagues from different UN organizations, many of whom I became aware of through the UN Social 500. I am constantly inspired by our UN colleagues, impressed by the work of our different UN organizations, and intrigued by the complexity and inter-connectedness of all of our work across the UN. The UN Social 500 really helps bring us together, fosters better understanding across our organizations and as a result, strengthens our individual and collective work to have a positive impact on the world.