STRATEGY• Objective: what are you trying to accomplish?• Audience: whose attention are you after?• Resources: how much money and time do you have?
STRATEGY• Outline your goal and the tactics that will work to accomplish it.• Think of online tools as channels in which to execute your tactics.• Make purposeful choices and execute with precision.
FACEBOOKProﬁles Having a Facebook proﬁle is the critical ﬁrst step to connecting your online friends with your activism goals. Wherever you are online, you can “like” content, adding it to your proﬁle page and your friends’ news feeds.
FACEBOOKGroups Groups are the best way to connect with non-public networks of people on Facebook. This channel may ﬁt with non-public goals, but doesn’t have much value for public campaigns. Competing channels: Google groups, small email lists, LinkedIn groups, and private websites.
FACEBOOKPages Pages are how people connect with organizations publicly on Facebook. “Liking” a page gets people into the Page’s network. Then the page’s content appears on their news feed.
FACEBOOK Pages administrators can track the activity in their networks on the insights tab.
FACEBOOK Pages can have custom tabs: ways to have your network accomplish speciﬁc goals.
TWITTERTwitter is a great way to stay connected with the news and key inﬂuencers in real time.
TWITTER Proﬁles are your online personality. Identify and follow local media, conservative bloggers, and other activists. Converse with your network and post engaging things.
TWITTER Organization proﬁle. Key success factor: keep the name choice consistent across multiple networks.
TWITTER@: Mentioning someone puts your tweet on their proﬁle.#: Using a hash tag puts your tweet in a larger conversation.RT: Re-tweeting puts someone else’s tweet on your proﬁle.DM: You can direct message people that follow you and you follow back.URL: Tweets can contain links to web pages. Twitter shortens URLs to save space.