Representing the global south: the good feed and its lead generation strategies

Abstract

Founded by Sir Fazle Hasan Abed KCMG on 21 March 1972 in Sullah, Sunamganj, BRAC is one of the world’s largest development organisations with a strong global presence. BRAC brings attention to crises or issues it deals with primarily through its blog site The Good Feed, which intends to flip the narrative such that there is no more misrepresentation of the global south and its struggles in fighting poverty, inequality, climate change, and so on. However, unlike BRAC's international prominence, its blog site, The Good Feed, struggles to effectively generate leads good enough to convert anonymous contacts into known ones in its database. This paper specifically addresses issues such as the manual content distribution process and lead generation strategy. It also highlights how owing to the ways social media is leveraged, it is difficult to effectively communicate their content, which therefore hampers lead generation or creates outreach issues. Moreover, given the fact that Bangladesh will soon be graduating from a least developed country (LDC), there may be adverse effects on the development landscape. As a result, The Good Feed struggles to effectively generate leads, implement their communication strategies and increase awareness of the global south, especially among the youth of the nation.