For the strategic use of new media


How to Organize a Social Media Advocacy Campaign

Posted: July 7, 2014 at 9:20 am   /   by   /   comments (0)

In this post we will take you through a step-by-step interactive presentation on how to organize a successful social media advocacy campaign.

You can follow those steps through the interactive presentation below or by reading the text blow the presentation.

Below are the steps that we recommend you follow when you are planning a social media advocacy campaign:

  • Identify your objective(s)clearly: so that they are SMART (specific, measurable, achievable, realistic and time-bound).
  • Collect or produce content: to inform and educate others about your topic. This may require research to produce a report or producing a short compelling video or a collection of videos. Research all existing content and use those during the campaign as educational materials.
  • Prepare graphics: such a common profile or avatar that you want people to upload to spread the message.
  • Use a wide range of new-media tools and social media platforms: to reach diverse audiences.
  • On twitter create a hashtag that is catchy and short: creating two hashtags in Arabic and English is important to widen the scope of the audience you are reaching. The Arabic hashtag will insure that a Sudanese audience are part of the conversation and the English hashtag will inform an international audience, and especially the international media.
  • Have a media strategy: 1. Prepare twitter handles for media outlets and organizations you want to target during the campaign (e.g..: @NYT, @AJStream, @BBCArabic, @BBCWorld, @BBCAfrica, @alhurranews, @France24_Ar, @France24_en, @AlArabiya). 2. Have designated media spokespersons ready to address questions from journalists and to give media interviews upon request.
  • Have a team that will take shifts to tweet, engage with the public and respond to media requests.
  • Spread the word before you launch! Tweet heavily to bring attention to your campaign a few days beforehand. Create an announcement on your website or blog with the essential information (what, why, where, when and how people can act); and circulate that link on multiple social media platforms.
  • Link your online action with on-the-ground activities and relevant partners: make sure that you capitalize on any community outreach and/or organized events on the ground linked to the campaign’s theme, by spreading the campaign’s messages via offline activities, forum’s, flyers or newsletters; and partnering up with relevant groups.
  • Measure and evaluate impact: if you defined your objectives clearly enough measuring impact will be easier. It’s important to measure impact and evaluate the campaign in order to learn from successes and failures; and improve future twitter campaigns. Impact can be the short-term immediate outputs or the long-term outcomes. Some general indicators or short-term outputs could be: 1. Were you able to execute the campaign as planned? 2. Did you get any media requests, interviews and/or coverage? 3. Did the twitter campaign generate a vibrant discussion? 4. How often was the designated hashtag tweeted and retweeted?