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1

Social Media
Monthly Planning Protocol

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Week 1

SM MONTHLY
CALENDAR PROPOSAL

Creative concept,
objectives, target,
platform, duration.

Responsible:
Online Comms Officer

Production time:
Monday
to Thursday

Friday meeting
Comms Team discussion of the proposal

Week 2

Week 3

EXECUTION
Responsible: Online Comms Officer
If we approve the use of a part time designer, the
Online Comms Officer will have this resource to
create high quality pieces and explore new ideas.

Week 4

MODIFICATIONS
AND APPROVAL

Responsible:
Comms Officer


 

Week 5

POSTS PUBLICATION
Responsible:

Online Comms Officer

 

DAWN

COMMS

PROTOCOLS

2

2

Social Media
Random Demand Protocol

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IMPORTANT AND
UNEXPECTED
CONTENT DEMAND

DAWNee makes a request via email directly to Online Comms Officer. The request should contain good quality images* and some form of text description about the object.

* We intend to achieve this quality through the mobile media content production
training proposed on the next page

The Online Comms Officer will select requests according to the capabilities at the time.

The Online Comms Officer will include it on SM MONTHLY CALENDAR PROPOSAL in the Monthly Planning Protocol.

NO

Is it urgent?

YES

The Online Comms Officer contacts GCCs to approve the post before the order to create content.

The Online Comms Officer contacts

Comms Designer or Comms Officer with
briefing for selected post.

Execution by Online Comms Officer
or Comms Designer.

Comms Officer suggests copy-edits and other adjustments.

NO

Approval by
Comms Officer
(and GCCs
when
necessary)

YES

Publication by
the Online Comms
Officer.

 - A brief session aimed at improving DAWNees’ abilities 
to produce good quality content

 



- This could be organized next time we have a meeting.

Mobile

media
content

production

training

3

Content Production Protocol
“Content Machine”

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DAWN already produces high quality content regularly. The main items are: Case Studies, Books, and the DAWN Informs Newsletter. Other DAWN activities that have great potential to generate content are the DTI and DAWN meetings.

This Protocol provides a course of action to produce a variety of comms objects from a single piece of content in accordance with the Knowledge Ladder Protocol (see below).

It is up to the Comms Team and GCCs to decide how many comms objects should/could be created from a particular DAWN standard production.

4

Knowledge Ladder Protocol

The idea is to keep this protocol running as a backdrop to comms strategies.
It’s an engagement tool and an altruistic tool as well: we work a little harder
so a piece of content can reach not only its target audience, but also other
audiences that otherwise would not consider it. In this way we may be able
to instigate audiences to learn more and
“climb the ladder”, so to speak.

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