Social Media: Opportunities and Challenges

Increasingly, there is a shift in communications approaches among governments and development organizations as they look to move away from the traditional forms of one-way communication, or the “tell and sell” model, to a more participatory and inclusive approach of fostering meaningful two-way communication and engagement. This increased focus on dialogue and engagement is in part a result of the impact of social media in shifting expectations of communication as a conversation. This shift presents both opportunities and challenges for communicating in the public sector.

In this session, Andrew Perrin, discusses ADB’s approach to the management and use of its corporate social media and web channels, and the content and messaging approaches it has adopted to achieve its communication and knowledge objectives to promote the Bank’s development agenda.