Institute of Cancer Research’s Everyman brand appoints RMM

Everyman, the campaign dedicated to ‘stamping out male cancer’, has engaged social media agency, RMM, to develop a new social media strategy.

Everyman, which is run by The Institute of Cancer Research, is the leading prostate and testicular cancer not-for-profit organisation the UK. It is working with RMM, with a view to building on the social media success of the recent ‘Keep Your Eye On The Ball’.

Using their existing expertise and experience in the not-for-profit and healthcare sectors, RMM has worked with the Everyman team to create a social media strategy. This strategy will enable Everyman to derive more value from its existing online communities and from its relationships with key online influencers – and enable it to reach out to new audiences in social media spaces.

RMM has also helped the Everyman team develop a roadmap of social media activity, which it will implement in 2011.

Carrie Williams, Supporter Fundraising Manager at Everyman, said: “Our new social media strategy and activity roadmap, which we developed in collaboration with RMM, will help us tighten up what we do in social media, and gives us some interesting ideas to build on in the coming year.”

Simon Preece, Senior Consultant at RMM, said: “Social media can be a brilliant way for charities to widen and harness the power of their networks of supporters. We’re delighted to be working with Everyman to understand how they can use social media to make this happen.”

Shona Ghosh

Shona is a member of RMM’s social media insights team, conducting research and data analysis to identify social media audiences, topics and trends for clients. She has been the main copywriter for clients including InterCasino and Mozilla, and is also responsible for producing RMM’s ‘technology briefings’ on the latest social technologies and trends.

Shona is currently conducting research into two sectors and their relationship with social media. The first is healthcare, and how brands should engage with online communities to provide medical information. Her second sector is hospitality, researching how restaurants and customers can benefit from location-based services.

Before joining RMM, Shona read English at Warwick University and graduated with an MA in Journalism from City University where she developed her interest in technology and media. She has worked for a number of media outlets, from helping run the student radio station to writing features and building maps for the Guardian.

When offline, Shona may be found behind a copy of New Scientist.

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