FR:Equipe/Communication

Topics

Blog

• news about the organization
• calls for contributions
• site and app features
• external projects that use OFF data

publication rate: 1 post / month (irregular) last post: november 2019

Twitter

• news about the organization
• external projects that use OFF data
• Cheers to contributors
• new features
• RT of mentions
• App reviews
• Other open data project
• Fun facts about products

publication rate: 3 tweets / week (irregular)

Facebook page

• presse coverage
• news about the organization

publication rate: 1 post / month (irregular) Last post: december 2019

Facebook group

• news about the organization
• articles about the food industry
• pictures of bar codes
• Ask for contributions
• Reviews

publication rate: 1 post / month (irregular)

Instagram

• Pictures of barcodes

Tone of voice

• Friendly
• Neutral (no bias)
• Communal
• Geeky

Analysis

• Most of the posts talk about the concept and not about the content (open data VS food), maybe if we talk more about food we could reach a larger audience
• There is no rules about the roles of media, we need to define what we want to talk about in each medium
• We seek out very different kinds of targets (contributors, users, dieteticiens…) we need to define all of them and decide what and where we want to address them
• The user experience is rarely evoked: people need to know what are the benefits of using our site/app
• The comprehensive approach can be confusing, social media privileges “snack content”: short, shareable and effective. A split of information could make it more “digestible”
• There is a lack of editorials “chronicles” that could rythm OFF media
• The site and app’s features need to be explained more (“knowledge panel”, infographics…) in order to be understood and used by a larger audience

Next steps

We need to answer these question:

• what do we really want to talk about? (open data ? food? both?)
• who are we talking to? (open data experts? food experts? Average people?)
• what ROI do we want on each medium? (visibility? awareness? news users? likes? shares?)
• what are the key words that represent Open Food Facts?
• What/who are our references? (examples of brands, people, organizations, media…)

Creation of editorial guidelines

• roles and target of each medium
• editorial categories and templates
• tone of voice
• dos and don’ts

Creation of editorial planning

• next subjects we want to write about on each medium
• rhythm of posting