The document discusses a successful social media advocacy campaign to pass the Shaheen Amendment, which would protect servicewomen. The campaign messaged supporters multiple times and used both organic promotion and paid promotion of content on social media. This resulted in 36,000 letters being sent to Members of Congress, with 16,000 letters likely coming directly from the Facebook promotion rather than the email program. A graph shows likes and engagement increasing steadily from organic and paid promotion on Facebook over the course of the campaign.

1. Agile Advocacy: Creating a Successful Social
Media Advocacy Campaign
#SMWPT
Kaiya Waddell, Facebook (@kaiyawaddell)
Garth Moore, ONE (@garthmoore)
Deepa Kunapuli, Upworthy (@deepa_k)
Lauren Balog Wright, Powell Tate (@laurenbalog)

3. Shaheen Amendment: Protecting Our Servicewomen
Action: Force Congress to include the Shaheen Amendment in the
NDAA Bill
Multiple Touches: Messaged multiple times to supporters, organic
and paid promotion behind all content.
Result: 36,000 letters sent to Members of Congress.
Facebook Drives Action: 16,000 letters are not attributable to our
email program, and likely came directly from Facebook promotion.
12000
10000
8000 Paid
promotion Likes
6000
4000
Organic push
2000
0
3
18-Dec 19-Dec 20-Dec 21-Dec 22-Dec 23-Dec 24-Dec

8. Agile Advocacy: Creating a Successful Social
Media Advocacy Campaign
#SMWPT
Kaiya Waddell, Facebook (@kaiyawaddell)
Garth Moore, ONE (@garthmoore)
Deepa Kunapuli, Upworthy (@deepa_k)
Lauren Balog Wright, Powell Tate (@laurenbalog)