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Advocacy in the Digital Age
Shana Glickfield
Partner
What is Social Media?
Why Does it Matter?
• Fundamental shift in the power of communication and the flow of information
• Fragmentation of media landscape continues on a relentless pace
• The people are now the media….and have the tools and means to matter!
vs.
Benefits of Engaging
• Visibility
• Crisis Management
• Media Relations
• Thought Leadership
• Low cost / ROI
• Building Community
• Humanizing
Who is Listening?
• Friends
• Colleagues
• Bloggers
• Journalists
• Influencers
• Stakeholders
• Policymakers
�Define Success!
• Set goals:
• Web page clicks
• Newsletter sign ups
• Fundraising dollars
• Event attendance
• Quality over quantity
• Relationships
Social Media Today
• Social platforms are more visual
• Social content is more visual
• People are more likely to notice/engage
• Helps to educate, promote, mobilize, …
You Are the EXPERT!
• Working out loud
• Timely information when they need it
• Constituent voices
• Facts, figures, & stories
Using Social Strategically
Tag Policymakers
Going Visual
Why Go Visual?
• Access to tools
• Shifting habits of social media users
• Shifting favor of social media algorithms
• The power of “show not tell”
What Works?
• Emotion
• Creativity
• Insights
• Humor
• Curation
Questions or Comments