Oxfam GB
Oxfam GB has a “One Programme” approach to its work: Communications, Campaigns and Advocacy are an integral part of its programme in sectors such as rural development and NRM. Many individuals who support the issues and people Oxfam works with are active on social networking (SocNet) platforms such as MySpace and Facebook. These sites’ easy-to-use tools are formidably empowering for ordinary people, who are able to use them as a resource for tasks such as community fund-raising or local campaigning. Further, users network with others to share learning, solve problems collectively and spread campaigning messages. There is an emergent culture on these sites, shaped in part by site design and functionality but also, more significantly, growing from usage patterns. They have grown so rapidly because they offer opportunities for personal self-expression and communications. SocNet sites are very public spaces so organisations used to tight management of their own sites and communications have to learn how to let go and facilitate connections between individuals. Oxfam GB has been engaging with users in a number of these platforms and the presentation will outline some of the learning from this process as well as lay the groundwork for collective reflection on the challenges.
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