This post is part of the People’s Insights monthly briefs issue of January 2014.
As part of its efforts to change the media’s negative perception of the fishing industry, the National Federation of Fishermen’s Organization in the UK decided to turn to Twitter. For one day, the NFFO would turn over its Twitter account (#NFFO_UK) to veteran fisherman David Warwick, to show the media and people what a fisherman’s life really looks like. On August 14 2013, David tweeted from his trawler, answered questions from Twitter users and participated in phone interviews with the media.
In a blog post, David wrote:
“Newspapers call us sea barons and pillagers, accusing us of plundering oceans for commercial gain. Yet the reality could not be more different…
“I followed my father’s footsteps into this industry and I hope, if he chooses, my two year old son will do the same. Many of my fishing colleagues feel as I do and we are working hard to ensure the industry is there in the future for our children and our children’s children.”
Tweets from the Deep brought out the human side of their argument. It encouraged the media to listen to the fishermen’s point of view and allowed people to have direct exchanges with David – assigning a real human face and story to the people represented by the organization.
As social media becomes more accepted as a mainstream medium, it will increasingly become part of a campaign’s media mix for both B2C and B2B campaigns. NFFO’s Tweets from the Deep campaign shows that it’s the idea, the insight and the ability to evoke emotions that counts.
NFFO’s larger approach to place fishermen at the heart of debates on overfishing has helped it received more positive media coverage and position itself as a credible source to comment on fishing industry issues in 2013.
About People’s Insights
100+ thinkers and planners within MSLGROUP share and discuss inspiring projects – that are driving engagement with stakeholders – on the MSLGROUP Insights Network. Every month, we pick the best projects and analyse conversations around them, on the MSLGROUP Insights Network itself and also on the broader social web, into an insights report. Every quarter, we compile original insights from the MSLGROUP global network into the People’s Insights Quarterly Magazine.
In our first year and half, we focused on inspiring consumer projects around social data, crowdsourcing, storytelling and citizenship. We synthesized the insights to provide foresights for business leaders and change-makers in the ten-part People’s Insights annual report titled Now & Next: Ten Frontiers for the Future of Engagement, also available as a Kindle eBook and an iPad app.
In 2013, we launched “The Future of” series with a focus on Citizenship, Money and Employee (Re)Engagement. In 2014, we continue to track inspiring projects that are shaping the future of engagement, with a focus on reputation, employee engagement and citizenship.