The February meeting of the Communication Community of Practice was dedicated to “Communicating Impact on Social Media: Strategy, Media and Content” — a moment of exchange focused on the role of social media not merely as communication tools, but as levers capable of generating impact, engaging stakeholders and building shared narratives.

The event brought together 16 organisations and was hosted at Dorado, a placemaking project curated and developed by Stratosferica. Dorado is a former warehouse transformed into a cultural space, where urban regeneration meets social innovation.

The meeting was co-organised with Forestae and IAAD, partners of Torino Social Impact, with the support of the Camera di commercio di Torino and the Fondazione Compagnia di San Paolo. Within this framework, the theoretical contribution and the practical workshop provided an opportunity to experiment with effective approaches to digital storytelling and to manage communication in a coherent and continuous way.

On this occasion, Beppe Quaglia of IAAD offered a theoretical contribution grounded in the concept of narrativity, exploring what we communicate, to whom we communicate and how we communicate it. Communicating impact first and foremost requires full awareness of what an organisation does, so as to ensure broad and coherent coverage of its activities. Participants reflected on the importance of asking — even before launching an initiative — how it will be communicated: which elements to highlight, which evidence to collect and which content to produce. Communication does not come afterwards; it must be conceived from the outset as an integral part of the action itself.

The discussion also focused on the recipients of impact — clients, funders and partners — and on how narrative strategies must engage with these stakeholders.

Subsequently, Ludovico Spagnolo and Arianna Gaia of Forestae explored the role of social media as tools that, in recent years, have demonstrated significant potential for organisations, becoming increasingly integrated into structured communication strategies.

Through a hands-on workshop, participants examined how to use social media from an impact perspective, reflecting on how to communicate effectively with audiences and engage stakeholders.

During the workshop, working groups introduced themselves by outlining who they are, what they do and the impact their organisation generates. Drawing on case studies, participants focused on identifying both intended and generated impact, as well as the categories of stakeholders involved. Ideas emerged for content aimed at enhancing the visibility of impact among selected stakeholders, engaging them and generating impact through social media.

A valuable opportunity to reflect on how to communicate impact and, at the same time, how to generate impact through communication itself.