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