Potential for recognition on facebook

Starting point/challenge

Before using existing institutional advisory services, migrants look for important information in social media networks which are part of their communities. Information is quickly and easily available in such networks. Information and experiences can be exchanged in the users’ native language. Questions about gaining recognition for foreign qualifications frequently arise on online forums. As it is a complex topic, questions are often incorrectly answered or not at all.

Implementing outreach advice on social media

The migrant organisation La Red – Vernetzung und Integration e.V. has developed a strong reputation in the Network IQ Berlin in recent years. The organisation has over 9,000 followers on its Facebook page – a solid foundation for outreach advisory work. The idea behind the outreach approach is to visit those social media channels where potential clients seek advice and swap experiences, make active contact with them (“digital streetwork”) and invite them to make use of the available services.

For this approach to be a success, it is key that the outreach advisory team has knowledge of the target group’s respective native languages. Their work will only be effective if carried out in these languages. It is also necessary to identify the main channels which the target groups use. The La Red – Assessment and Recognition of Foreign Qualifications (LaRA) team is now active in some 90 Facebook groups with all almost 500,000 members. The groups share either a common cultural or occupational background. Community-specific key words are used to identify questions relating to recognition.

The advisers answer questions, identify incorrect answers, and provide important information. The organisation’s own Facebook page supports the advisers in four languages and contains important information and links relating to recognition. The aim of these online activities is ultimately to establish contact between those seeking and providing guidance on recognition.

Conclusion

La Red has steadily built up its positive online reputation thanks to the advice it offers on social media. Analysis of the data shows that the online activities lead to an increase in advisory sessions. For example, the number of Italians – one of LRA’s first two target groups – obtaining advice on recognition rose considerably within one year. Outreach advice on social media platforms represents a worthwhile and innovative addition to traditional advisory services.