Social Media as An Advocacy Tool

Posted: February 27, 2015
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Why has social media become so important to an organization’s advocacy strategy? The answer lies not in the immense reach of social networks, or in the fact that social is the top internet activity, but in the simple fact that social media humanizes an issue.

Why Use Social Media

Social media is a great way to actively engage with your community. It creates a dialogue between you and your audience and makes them more engaged. Your posts should include a human element and shouldn’t be you shouting into a digital megaphone. When you create a dialogue, individuals are more likely to listen to your ask and take action with you.

Digital Advocacy Elements

  • Objective: What is the goal of your advocacy campaign? Donations? Call to Action?
  • Audience: Understand how your audience uses social media. Within the United States, 39 percent of adults have participated in civic engagement with social media. Use analytic tools to understand how and when your audience interacts with your media.
  • Cross-Media Messaging: Advocacy messages don’t have to be siloed, it is better to have you message conveyed in a variety of ways across multiple platforms.
  • Social Media Team: Clearly defined role or roles will ensure a smooth campaign.

Best Tips:

  • Treat photos of patients the same as you would media request. Be sure to be HIPAA-compliant and ask for permission before posting.
  • Create a social media style guide for your organization that covers staff roles and protocols for posting.
  • Try to post regularly
  • Create a social media strategy for your advocacy strategy. Identify key dates and decide platform-appropriate message for that day.
  • Link your website to your social media accounts and vice versa.

Please download our One Sheet and Slide Deck by clicking: Social Media as an Advocacy Tool Packet