Charity Ramps Up Social Media Activity to Humanise Its Brand Perception

Charity RNIB is increasingly looking to social media in the hopes of building a more human brand persona that will better engage the public.

At the CharityComms Digital Engagement Conference yesterday, RNIB Web & Digital Marketing Manager, Verity Pillinger-Cork, explained: "RNIB has an identity crisis. We want to tackle it on social media and create a personality. We want to move ourselves away from being seen as an institution, boring, long-winded, dry and bureaucratic. These are not good words. We want to be seen as more human and personable because we are these things, we just need to shift perceptions."

Commenting on RNIB's Spot the Signs awareness campaign which was launched earlier this month to highlight symptoms of age-related macular degeneration (the biggest cause of sight loss in the UK), she added: "Spot the Signs is a big push to change general perceptions and [social] is an ideal platform to be light-hearted that we can then use on other channels. Personality comes easier on social media. You don't have time to sit around and decide everything by committee and debate your response."

The charity previously also used Twitter to host a "day in the life of RNIB" campaign which saw the organisation tweet about all its activities over 24 hours to give a better insight into its work.

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