SOCIAL MEDIA AS A COMMUNICATION STRATEGY TOOL FOR GRANT PROJECTS: THE EXPERIENCE OF RETREAT CAMP

Abstract

The article is devoted to the analysis and overview of the experience of using social media as a key tool in the communication strategy of grant projects, using the case of the Retreat Camp project for internally displaced educators. The aim of the study is to identify and systematize the communication tools used in the project’s implementation, to assess the effectiveness of information dissemination and audience engagement, and to determine the role of social networks in achieving the strategic objectives of a grant project.The relevance of the topic is defined by the significant role of knowledge and information in the development of modern society and the need to ensure transparency, accessibility, and effectiveness of project activities. It has been established that social media platforms have become an effective channel for information dissemination, transforming users from passive consumers into active creators and distributors of content. In particular, the importance of the integrated use of websites and social networks is emphasized, as it ensures broader audience reach and increases the effectiveness of communication activities.The article applies the case study method to examine the practical experience of project communication support; the statistical method to evaluate quantitative indicators of audience reach and interaction (views, reactions, shares); the observation method to track the dynamics of social media profile development; and content analysis to study the content and formats of social media posts.The structure and content of the Retreat Camp project’s communication campaign are examined. This campaign included organizing a summer camp for 39 internally displaced educators, producing and disseminating video materials, and presenting results through social media and partner organizations’ websites. The use of the main social media platforms – Facebook, Instagram, Telegram, YouTube, and Twitter – is analyzed, highlighting the advantages and limitations of each for civil society organizations’ communication activities. Particular attention is given to the role of YouTube as a long-term tool for information dissemination and trust-building, as well as the potential of Twitter for developing partnerships and establishing trust among English-speaking audiences.The scientific novelty of the study lies in combining the practical experience of implementing a grant project with both quantitative and qualitative analysis of social media communication tools. This approach allows, for the first time, to systematize effective strategies for audience engagement and multimedia integration for NGOs working with internally displaced persons. The study demonstrates a new approach to assessing the effectiveness of communication strategies within grant projects, including the practical involvement of the authors in project implementation, which strengthens the validity of the conclusions and recommendations.The findings may serve as a basis for designing effective communication strategies in future grant projects, ensuring engagement of diverse audience groups, integrating multimedia content, and fostering long-term support for socially significant initiatives. The article contributes to expanding the scientific understanding of the practical aspects of social media use in the civil society sector and provides recommendations for optimizing communication processes within grant programs.