social media for advocacy campaigns
DESCRIPTION
Tips on how to use social media to promote an advocacy campaign. Examples geared towards WCI's youth leadership program, but can be applied to all programs. We are indebted to Eileen O'Brien for her help in creating these slides. Visit our webpage for more information: www.womenscampaigninternational.orgTRANSCRIPT
Use the Media to Share Your Message
Harnessing the Power of the Media: Become Familiar with Your Media Landscape
Type of Media Content
Print•Interview by a reporter •Feature pieces•Editorial Column
Television•Feature Segments: Short or long pieces that tell a story and emphasizes human interest•Talk show: Discuss and debate topics•Interview•Documentaries
Radio•Live interview•Taped interview•Public affairs show: Space for debate and discussion on various topics
Social Media
•Websites•Facebook•Twitter•Blogs•Vlogs
© Women’s Campaign International, 2011
Working with the Media: Questions to Ask
What audiences are you most interested in reaching with your media campaign?How will you reach them?
What kind of media do you consider most useful for your campaign?Why?
How will you distribute your message to your audience?
Harnessing the Power of the Media: Developing a Messaging Strategy
© Women’s Campaign International, 2011
Use the Media to Share Your Message
Harnessing the Power of the Media: Identifying Your Target Audience
What is a Target Audience?A “Target Audience” is a specific group of people, with different characteristics at which a message is aimed. One of the mistakes many people make in campaigning is trying to reach everybody with the same message in the same format.
© Women’s Campaign International, 2011
Review: Examples of Social Media
Harnessing the Power of the Media: Developing a Messaging Strategy
Type of Media Content
Social Media
•Websites•Facebook•Twitter•Blogs•Vlogs
© Women’s Campaign International, 2011
Use the Media to Share Your Message
Harnessing the Power of the Media: Developing a Messaging Strategy
Social media is an interactive web technology
Through social media users can:
• Find and follow other users with similar interests in real time
• Become part of online communities, share information and expand networks.
• Offer opportunities for their target audiences to contribute to the campaign
© Women’s Campaign International, 2011
FacebookFacebook can be used to organize campaigns
and build a support base. Each person has his or her own “page/profile” and can comment on other user’s pages or profiles.
Using Facebook you can:
Write short messages of up to 420 words to update followers
Provide links to other sites and events Post your campaign’s own videos and
photos Announce events and keep track of
attendees
Harnessing the Power of the Media: Social Media
How to Get Fans Promote via other marketing channels Encourage fans to suggest to their friends
to become fans Run promotion or contest Give fans what they want
Be active and add content 70% of all actions on social networks are related to
viewing pictures or viewing other people’s profileSource: Understanding Users of Social Networks
*Text from Eileen O’Brien
Brainstorm: What ways can you get fans? How can you advertise at school?Around your neighborhood?
© Women’s Campaign International, 2011
Facebook (cont’d)Event Making and Advertising
in Your Status
How to: Make a link in your status•Write your status up to the point you want to insert a link•Type the @ symbol; a search bar should appear underneath•Type in the name of the event and click on it when it appears•Finish writing your status and VOILA!
How to: Create an event•Click on +Create an Event in your Facebook’s Event Section•Fill in the event information•Don’t forget to select guests!!•Choose an event picture(s) to personalize the page•Click on Create Event when you are finished and VOILA!
Harnessing the Power of the Media: Social Media
Twitter allows you to send short messages of 140 characters or less. These short messages can be used to organize campaigns and build a support base.
Using Twitter you can:
Send campaign updates in real timeInclude links to articles, websites, and videos, Send a photo of yourselfFollow other users” who promote similar causesTag yourself under specific “Trends” so that people interested in similar causes can follow you
© Women’s Campaign International, 2011
Harnessing the Power of the Media: Developing a Messaging Strategy to Promote your Advocacy Campaign
TwitterHow to Get Followers: Things to Keep in Mind
Take your time!!! Quality over quantity When you follow someone send them a
tweet explaining why you are following them
Search on your area of interest and then answer questions or respond
Engage with your followers, thank them for support, give them ways to get involved
Weekly Chats Take part in existing ones or host a Tweetchat
*Slide from Eileen O’Brien
Also check out TwitCause
© Women’s Campaign International, 2011
YoutubeYoutube is a website that hosts video posts for
users. It is the second largest volume of searches.
Youtube Statistics:In December 2010
– 85% of the total U.S. Internet audience views online video
– 172 million U.S. Internet users engaged in nearly 5.2 billion viewing sessions Source: comScore
A keyword-tagged video is 50 times more likely to appear on the 1st page of a Google search result compared with a traditional web page Source:Forrester Research
Harnessing the Power of the Media: Developing a Messaging Strategy to Promote your Advocacy Campaign
How to Get Views & Subscribers
*Text from Eileen O’Brien
People have short attention spans, so capture attention in first 30 second
Keep the whole video shortHave a call to action at the endShoot for a computer screen
Ask for user-generated contentTell serial stories which engage viewers & keep them coming backReact to current eventsUse endorsementsTag & title your videos with relevant keywordsShare links for your videos with supporters so they can help get the word out
Make the embed code available so people can post the video on their sites
© Women’s Campaign International, 2011
BlogsBlogs are accessible, informal online journals.
These writings have no character limit and can be written in a conversational tone.
Using blogs you can:
Write about success stories from your organization’s work
Write about your issue and your strategy Post links to other articles Include video or photo of your work Allow readers to comment on your posts to
promote conversation
WebsitesA website is a collection of webpages devoted to
one particular topic, organization, person, or issue.
Through a website you can:
Post biographies, political stances, causes you are interested in, campaigns you lead, and other information
Post photos, videos, and current information Post links to other organizations you support Include information from your blog, Twitter and
Facebook accounts
Harnessing the Power of the Media: Developing a Messaging Strategy to Promote your Advocacy Campaign
© Women’s Campaign International, 2011
Social Media Tools allow you to participate in online conversations and use YOUR Voice
Effective social media writing needs summary, evaluation and analysis! Write about what you’re most passionate about.
If you’re not interested in the topic, neither wil be your readers Always post links, images, video to make each post more dynamic
People on Facebook are more likely to read an update if it has a photo or video attached Engage with comments from your readers
But don’t be afraid to regulate comments that you feel detract from your cause Be a part of the conversation! Share what you find interesting (e.g. retweet, “like,” etc.) Social Media is a full-time job! Share the burden Other tips?
Takeaway Points
Harnessing the Power of the Media: Developing a Messaging Strategy to Promote your Advocacy Campaign
© Women’s Campaign International, 2011
Contact Us
www.womenscampaigninternational.org
For use of these slides please contact: [email protected]
Telephone: (215) 387-2601Fax: (215) 387-2604
© Women’s Campaign International 2011