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LGS Foundation: Engaging And Inform Publics Via New Media

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Understanding and utilizing new media communication tools to engage and inform publics is essential to any organization’s success. For the LGS Foundation, this sentiment is even more crucial because the business function is reliant on supporting and educating families of LGS patients. The following report will address how the LGS Foundation currently employs new media in its day-to-day operations by discussing:
• Platforms utilized and their cohesion
• One-way vs. two-way communication
• Topics covered using new media
• Response to publics via new media
• Organizational voice as seen via new media
Platforms Utilized
Currently, the LGS Foundation utilizes eight new media platforms: Facebook, Twitter, Instagram, Flickr, YouTube, online forum, …show more content…

Two-way Communication
As noted, LGS Foundation has a presence on many social media platforms, which generally allow for enhanced two-way communication with publics. The LGS Foundation only utilizes two-way communication on Facebook through a closed support group. The public Facebook page is also a hub for two-way communication through comments. Additional two-way communication takes place in the LGS Foundation Forum. Other LGS Foundation social media accounts tend to focus on one-way communication and emphasize the dissemination of important information to its publics.
Topics Covered
There are five main topics covered by the LGS Foundation through new media: LGS Foundation events, Meet an LGS Friend, LGS facts and education, treatment options and fundraising updates. Most recently the most discussed topic has been LGS events. A great deal of promotion was done on Instagram, Facebook and Twitter to support the recent events such as LGS Awareness Day, Walk N’ Wheel, Purple Day and Rare Disease Day. The topics covered generally provide information with a personal touch through Meet an LGS Friend. This process helps to humanize the organization by educating while also introducing you to a child who either suffers from …show more content…

The other media do not often generate comments. On Facebook, the LGS Foundation takes time to personalize its responses to the individual poster. Recent replies have been condolences to family members who post about their struggles. Overall, the responses are meaningful and supportive of both families in need and the initiatives that the LGS community is taking. Unfortunately, the responses are not consistent. Not every comment on a Facebook status update receives a response.
Organizational Voice
The LGS Foundation’s organizational voice is very consistent. It takes on the role of an expert in the field and also a credible source. The social media messages are clear and the online tone is positive. The consistency of the organization’s voice is beneficial because it establishes a solid relationship with the public. The LGS Foundation’s voice is professional without being overwhelming or unapproachable for its very diverse publics.

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