COM0014 – Blog 3: The Audience I Am Trying to Reach

Digital technology is everywhere. It is permeating everything we do and shapes how we do it. In this context, it is important that everyone understands risks associated with digital technologies and has the skills to handle these risks.

Digital technology is everywhere. Source: Giphy

Digital safety project

I work for an Ottawa-based nonprofit that helps civil society organizations stay safe online. One of the particularly challenging projects that I am currently helping to get off the ground supports small civil society and independent media organizations in Kyrgyzstan, a small nation at the heart of Central Asia, by helping them understand and tackle digital risks.

The following is my attempt to define the audience for the project’s social media channels and describe some ways to reach this audience.

The younger urbanites

The project’s audience includes individuals working for or collaborating with small independent media organizations and civil society organizations in Kyrgyzstan.

These are mostly young people, between 20 and 35 years old, living in large cities. About two out of three individuals in this group are men. Most of these individuals are recent graduates from one of two Western-style universities in Kyrgyzstan, the American University of Central Asia (AUCA) and OSCE Academy in Bishkek. More than half of people in this group spent at least a year studying abroad, typically in the United States or United Kingdom.

The younger urbanites have grown up in the world
permeated by digital technology. Source: Giphy

These individuals come from middle-class families with mostly university-educated parents. At least eight out of 10 people in this group speak fluent Russian and more than half speak fluent English.

Reaching them

Most individuals within this audience have grown up in the world permeated by digital technology. They embrace digital technology and have a good understanding of risks stemming from their reliance on these technologies.

They embrace digital technology. Source: Giphy

The best social media platforms to reach this audience include Facebook and Instagram. Video and images are the two types of content best suited for this audience.

All educational content should assume a good level of familiarity with basic digital safety practices and aim at providing practical recommendations rather than abstract advice. One type of content that I expect to resonate particularly well with this audience is humorous content, specifically memes.

Do you know of any organization doing similar work around digital safety? Do you have any suggestions or tips on how to reach the audience I described? I will be happy to hear from you in the comments below.

2 thoughts on “COM0014 – Blog 3: The Audience I Am Trying to Reach

  1. Love the use of gifs. Very relevant given your content. My only suggest re: this target audience would be: frequency. If they are heavy consumers of social media, capturing their attention will require frequent posts, I think.

    • Thanks for this suggestion, CM! I agree that posting frequency is a very useful thing that is often overlooked.

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