|DRUSSA's Digital Engagement Strategy|
|Friday, 04 May 2012 14:53|
How does DRUSSA digitally engage around the central topic of Research Uptake with varied levels of audiences in both ICT-challenged Sub-Saharan Africa and the hi-tech Developed World, using limited resources?
DRUSSA addresses the demand for stronger Sub-Saharan African (SSA) participation in local pro-poor development research programmes; helps SSA universities efforts to ensure their local pro-poor research impacts on policy and practice in their countries; and promotes the dissemination of poverty reduction research beyond the academic domain to include an interactive network of organisations and individual working in pro-poor development.
Digital Engagement Strategy
The goal of the strategy is to enrich the overall programme purpose by providing the means to engage with all the segments of the DRUSSA audience, principally located in Sub-Saharan Africa, but also internationally. While the DRUSSA digital presence on web, mobile and social media is an interactive information resource, it also serves as an exemplar of the ways in which Research Uptake can be done digitally – by contextualising, synthesising, repackaging, publishing and publicising research on a variety of platforms – with the aim of contributing to an improvement in the living conditions of children, women and men living in poverty.
Differentiating audiences for engagement purpose and style
The strategy is geared to engage with:
Three visions in developing the digital strategy framework
1. Style of Approach – this integrates three foundational ideas, namely:
2. Proactively building an inclusive digital network for the African context
With inclusive community and network building top of mind, the DRUSSA digital strategy overcomes the potential of exclusion as a result of unreliable ICT access in some African contexts, by including user-friendly accessibility from mobile devices, as well as simple and effective online and offline functionalities from both mobile devices and desktops.
3. Audience-relevant content themes that fulfill programme objectives
In choosing content themes, the practicalities of implementing these themes across a range of communication platforms to achieve optimal content integration and audience impact were closely considered. Awareness of limited resources necessitated a content framework that allows DRUSSA to place information for maximum impact for each audience.
Services and implementation
A range of digital engagement (ICT) platforms has been designed to fulfill the programme goals for differentiated audiences. It comprises a selection of web, mobile and social media platforms with online and offline capabilities. The aim is to use these DRUSSA platforms as “go-to” and “being there” bases for both the Community and the Network, to frame the discourse and refine the field of Research Uptake in the African context, and furthermore to promote Research Uptake Management practice and its potential to have impact.
The simple DRUSSA site serves primarily as a blogspot, and is built on an open-source platform. It features live and static content defined by content themes. All content is visible to all users whether logged in or not. It incorporates DRUSSA’s weekly digital magazine, and social media functionality.
2. The DRUSSA App
The DRUSSA App features easy-to-use multi-environment functionalities, cost-effectively incorporated into a single App design. Registered users of the App (both primary and secondary audiences) enjoy:
Programme Management and Administration
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