Advocacy & Social Media2013 PA AMR Pre-Conference

Cindy Leonard

Consulting Team LeaderBayer Center for Nonprofit Mgmt.

at Robert Morris University• December 2012

Agenda

• Advocacy and Lobbying

• Social Media Strategy

• Managing Social Media Efforts

• On the Back End

• PracticePhoto Source: http://water.weather.gov/ahps2/images/hydrograph_photos/kinp1/KINP1_US.jpg

Review: Advocacy and Lobbying

• General promotion of an idea

• Identifying, embracing and promoting a causeAdvocacy

• Advocacy on a particular piece of legislationLobbying

Lobbying

Direct Grassroots

Social Media Strategy

Social Media Strategy

Measuring

ToolsAudience

Goals

Strategy

Content

Content Strategy

Source: www.warhol.org/exhibitions/2011/heroesandvillains/images/WB_20110907_installshot1_large.jpgSource: lh6.ggpht.com/-4DVxD2F4XL8/S0jDU7PS01I/AAAAAAAAACo/DRHxxgmMbDA/girl.jpg

Create Curate

Content Strategy

Source: lh6.ggpht.com/-4DVxD2F4XL8/S0jDU7PS01I/AAAAAAAAACo/DRHxxgmMbDA/girl.jpg

Create

• In-house?• Time• Talent• Resources• Who? What? When?

• Guests?• Who? What? When?

Content Strategy

Source: www.warhol.org/exhibitions/2011/heroesandvillains/images/WB_20110907_installshot1_large.jpg

Curate

• Finding the Gems?• Where?• Who?

• Format?• Repurpose• Recycle• Remix

Managing Your Social Media Efforts

Editorial Calendar

Creator: Bob Hazlett, http://onehalfamazing.com/blogging/social-media-calendar-template/

Image Source: htt

p://ww

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arketingassociates.com/w

p-content/uploads/2011/10/hootsuite-screenshot.jpgHootSuite

Tweetdeck

Crafting Social Media Messages

Make it Personal

Be Creative

Be Brief

Source: http://www.haveresults.com/2013/06/social-media-campaign-checklist-for.html

Ongoing vs. Campaign?

On the Back End

Your website is your home base

Fill out your social media profile(s) completely .

Make it easy for people to find your social media channels

• Sample:

Views expressed by commenters are those of the person making the comment and not necessarily those of the organization.

The organization does not endorse any political candidates.

Commentaries are provided as a public service in the interest of informing the public.

Consider adding a disclaimer to social media profiles

Questions?

Let’s practice!