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People and social media for a world without torture

In one month, on June the 26th, it’s the “United Nations International Day in Support of Victims of Torture”.

For the IRCT, abbreviation for “The International Rehabilitation Council for Torture Victims”, today is the start of a large, worldwide campaign to help raise awareness for the problem of torturing and the effects of it for its victims.

The IRCT is a worldwide organization which helps the torture survivors to start building a new life for themselves, and at the same time fights to ban torturing from the planet entirely.

Like every NGO, the organization greatly depends on the support of donors and people’s goodwill.

This year, the IRCT plans to more than ever denounce the problem of torture and the effects of it, and continue the battle against it.

With this, the IRCT calls upon people but even more so upon the media which nowadays connect people and therefore make it possible for NGO’s to mobilize the world on a bigger scale, and with a larger and faster reach: social media.

This happens through the “World without Torture” campaign, which has the goal to make the dream of a world without torture reality, with the use of a Facebook and Twitter account, amongst other things.

Social media metrics and ROI: measuring efficiency and conversion of social media, online video and mobile is a challenge

The fast evolutions in the digital landscape (social media, mobile, online video, etc.) give a lot of marketers a hard time adjusting their marketing mix in such a way that they create more value for their company and for their customers, prospects, and all other people in the ecosystem around their business.

This often has to do with a strong focus on the channels and the technologies, a lack of clearly calculated examples, models, and user cases, and the rising pressure to account for everything using the almighty ROI. But I think that above all, it has to do with the change in mentality, and the failure of existing communication models in a world where people define a brand.

Adopting the media and channels, that are used by people nowadays in the marketing mix is therefore taking very long.

A survey from Omniture points out that a mere 14% of the questioned marketers nowadays use mobile, social media, as well as online video in their marketing mix (so, all three together).