Advocacy and Activism Using Social Media

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Dionna Humphrey, Senior Online Strategist,
Greenpeace USA

Not sure how social media will compliment your advocacy strategy? Do you have a
social media presence? Do you have a strategy? This session will tackle multi-channel
marketing, specifically the use of social media with advocacy campaigns.

Published in: Business, Technology
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Advocacy and Activism Using Social Media

  1. 1. Integrating Social Media & Advocacy Dionna Humphrey, Senior Online Strategist
  2. 2. How does social media integrate into your strategy? <ul><li>Social media can help push your message into wider audience </li></ul><ul><li>Greater visibility </li></ul><ul><li>Create additional pressure on your target </li></ul>
  3. 3. When is the best time for Social Media? <ul><li>In place of or in addition to traditional email </li></ul><ul><li>When there is a ‘crisitunity’ </li></ul>
  4. 4. Case Study: Greenpeace forest campaign <ul><li>Strategy components: online, offline, social media </li></ul><ul><li>Used multi-channel communications approach </li></ul><ul><li>Rode the media wave </li></ul><ul><li>photos of landing page, autoresponder, etc. (next slide) </li></ul>
  5. 8. Best Practices <ul><li>Keep your audiences engaged, post frequently and where appropriate respond to supporters </li></ul><ul><li>When moderating, don’t delete negative feedback </li></ul><ul><li>Integrate social media into your website. </li></ul><ul><li>Try different language, asks, etc. </li></ul><ul><li>Use your E-CRM to promote social media </li></ul>
  6. 9. Questions?

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