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EYHC 2011: Social Media in Social Justice Advocacy
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EYHC 2011: Social Media in Social Justice Advocacy

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(Connections) This session was facilitated by Eamon Waterford and Heather Marano from UnitingCare Children, Young People & Families. ...

(Connections) This session was facilitated by Eamon Waterford and Heather Marano from UnitingCare Children, Young People & Families.

Over 2011, UnitingCare Burnside has been using social media to build a community for policy and advocacy work. This session covers a case study on the "...because children matter" campaign and how services can engage with social media to forward social justice.

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EYHC 2011: Social Media in Social Justice Advocacy Presentation Transcript

  • 1. Social media in social justice …because children matter Heather Marano and Eamon Waterford Ending Youth Homelessness Conference 24 th November
  • 2. Jayden
  • 3. Overview
    • Purpose of the campaign
    • Preparation
    • Running the campaign
    • Key learnings
    • Questions
  • 4. About UnitingCare Burnside
    • Founded in 1911
    • Part of UnitingCare Children, Young People and Families
    • 700 Staff, across NSW
    • Runs a diverse range of services in city, regional, rural and remote locations
    • Spectrum of care: Prevention and Early Intervention to Child Protection – OOHC, youth services
  • 5. Goals of the Campaign
    • Key goals
      • To commemorate the UnitingCare Burnside Centenary
      • To advocate on the issues experienced by vulnerable children and young people
  • 6. Objectives of the Campaign
    • How we wanted to achieve these goals:
      • Establish our Social Media presence
      • Build a long-term supporter base
      • Tell stories to put a human face on the stats.
      • Explain what makes a difference in transforming people ’s lives
  • 7. Target Audience
    • Internal Staff
    • Uniting Church Congregations
    • Opinion Makers/ Policy Influencers
    • Other progressive advocacy organisations
    • Other progressive individuals
  • 8. The Campaign
    • 10 weeks
    • 1 story per day
    • 5 issues:
      • Young family homelessness
      • Foster care
      • Education
      • Vulnerable children and young people
      • Juvenile justice
  • 9. Campaign elements
  • 10.  
  • 11.  
  • 12.  
  • 13. Preparation
  • 14. Social Media Policy
    • Create guidelines of acceptable usage and behaviour
    • If you have a problem you then have recourse to resolve
    • Policies must be for both usage of organisational and private accounts
  • 15. Risk Management
    • Identify possible risks
    • Create an action / escalation plan if risks occur
    • Important to keep risks in mind – but not to let it deter you from venturing into social media
  • 16.  
  • 17. Tone & Voice on Social Media
    • What is your tone?
    • Reflect your brand
    • Integrated with all your advocacy and communication channels
    • Social media permits a more informal tone, within limits
  • 18. What are you going to say?
    • Key Messages
    • Positions on issues
    • Know your boundaries
    • Old content
    • Have enough things to say!
  • 19. Running the Campaign
  • 20. Social media day-to-day
    • Monitor your channels daily
      • Delegated SM monitoring
    • Constantly evaluate what is working
  • 21. Engage in a conversation
    • Social Media is a conversation
    • Provide space for comments and responses
    • Join in other people ’s conversations
    • Don ’t just push out content
  • 22.  
  • 23. How to maximise exposure
    • Tap into existing resources and events
      • National Homeless Person ’s Week
    • Tap into opinion leaders
      • Greg Smith – Attorney General
    • Create opportunities for people to share your content
  • 24. Challenges
    • Time
    • Handling the odd negative comment
    • Too much disclosure
    • No comments
    • Momentum
  • 25. Successes
    • Established social media channels
      • Exceeded targets
    • Told important stories
      • Value for the organisation
      • Value for the individuals
    • Built networks with other organisations – not just usual suspects
    • Took action
  • 26. Key Learnings
  • 27. Collaborate in Social Media
    • Territory and silos in the NGO sector
    • Credibility comes from community
    • Generosity
    • Engage in conversations
    • Praise work, regardless of origin
      • ReTweeting/link to work done by others
    • Everyone ’s learning
  • 28. Content Matters
    • We had the best response when content was:
    • Multimedia – video, photos, graphics
    • Multi-layered – both stories and stats
    • Honest
    • The start of a conversation
  • 29. Content
  • 30. Growth takes time and resources
    • Not linear – exponential
    • Dependent on momentum
    • Organisations that do it well are engaged daily.
    • Allocate time for using social media
  • 31. Evaluation
    • An ongoing process – not just at the end
    • Look for what works, what isn ’t getting interest
    • Adapt
  • 32. Young Family Homelessness
  • 33. Questions?
    • www.becausechildrenmatter.org.au