The document provides a playbook for NGOs to use social media to organize movements by outlining steps to create a social media presence including conducting a self-assessment, setting objectives, and defining audiences, then how to build a network by monitoring discussions and adapting strategies using analytics from free social media tools. The playbook aims to help small NGOs maximize limited resources to mobilize public support through an easy to implement and measurable social media approach.

1. Social Media For Public Advocacy
How can NGOs use Social Media to organize a movement?
Author: Alberto Brea | The Digital Economist
www.albertobrea.com

2. Alberto Brea | The Digital Economist
Document Purpose
Develop a playbook to help small NGOs with limited resources
apply social media to mobilize public support
Guiding Principles for Playbook
• Easy to understand, implement and manage
• Relevant to NGOs’ needs
• Low cost to build and maintain
• Measurable and scalable

3. Alberto Brea | The Digital Economist
Source: http://www.vincos.it/world-map-of-social-networks

4. Alberto Brea | The Digital Economist
http://www.internetworldstats.com/stats.htm

5. Alberto Brea | The Digital Economist
Case Study Simulation- For Illustration Purposes Only
Who: Education for All (EA) is a small NGOs with a staff of 10 people
in the Dominican Republic with the goal of improving education levels
in the country
What: The Government just announced that it is planning to reduce the
budget for education. However, the constitution established that
Education should receive 4% of the GDP
When/Where: To approve the measure, a congressional majority
needs to approve the adjustment next month, on March 20th

6. Alberto Brea | The Digital Economist
Approach
Create Social Build Your Analyze and
Presence Network Adapt

7. Alberto Brea | The Digital Economist
Create Social Presence
To create an social presence, we need to make an assessment to develop
a customize social plan
1. Conduct Self-Assessment
2. Set Clear Objectives
3. Define Audience Priority
4. Establish Social Channel Mix

8. Alberto Brea | The Digital Economist
1. Conduct Self-Assessment
1. How much time does your staff currently spend on marketing and communications
tasks?
2. How much time do you expect to devote specifically to social media?
3. Which social media channels does your staff have experience with, either personally
or professionally?
❑ Facebook
❑ Twitter
❑ Blogging
❑ Photo sharing sites (like Flickr)
❑ Video sharing sites (like YouTube)
4. What assets are available to your organization?
❑ Experienced writers
❑ Experts in the topic area of your mission
❑ Lots of organizational photos
❑ Experienced photographers
❑ Organizational videos
❑ People with experience creating videos
Source: Idealware - Social Media decision guide 2010

9. Alberto Brea | The Digital Economist
1. Implications
Number of hours a week Maximum number of social
Number of you can commit to social media channel you can take
Channels1 media 4 = on
____________________ ____________________
Activity Monitoring and Research Initiating Responding Measuring
( Engager)2
40% 20% 20% 20%
1.Source: Idealware - Social Media decision guide 2010 & 4 hours time based on author personal experience
2.Source: http://www.slideshare.net/AmberNaslund/ebook-social-media-time-management-2618863

10. Alberto Brea | The Digital Economist
2. Set Clear Objectives
Based on a survey by Idealware among 460 NGOs in 2010, there are three main goals for
using social media. To increase the likelihood of success, NGOs need to set clear goals
Uber Goals Reaching Out Engaging Supporters Fundraising
Reaching new supporters Enhancing relationship with Raising money for your
for the organization your audience organization
Promote an event - Build excitement prior to an event - Get people to take a particular action
Call to Action - Draw traffic to a particular online resource - Build your email list - Solicit donations
Time Sensitivity Week - Month - Quarterly
Measurement Number of people to recruit for an event - Donation goal $$ - Number of press mentions…

11. Alberto Brea | The Digital Economist
2. Implications
Uber Goal Measurement
EA wants to reach out to new supporters to sign up 10,000 people
to participate in a protest, “4% Education,” on March 4th in front of
the Dominican National Congress
Time Sensitivity
Call to Action

12. Alberto Brea | The Digital Economist
3. Define Audience Priority
Focus on the people that count the most. The traditional model of casting a wide net does
not work today. Need to identify the people talking about the issue and reflect back to them
Market Impact FIRST-ORDER IMPACTS
• Publish a blog
• Publish their own web page
• Upload videos
• Write and post articles and stories
Creators
Followers
SECOND-ORDER IMPACTS
• Read blogs
• Post/ratings/reviews of blogs
• Comment on someone else’s blog
• Contribute to online forum

13. Alberto Brea | The Digital Economist
3. Define Audience Priority
To identify advocates and followers, set up Google alerts, Technorati search, Facebok Twitter
search, etc. http://socialmedia-listening.wikispaces.com/Tool
• Your name and people connected to your
organization
• Your organization’s name
• Program or event names
• Peer/competitor names and program/event names
• Your tagline or other key phrases
• URL for any web properties (main website, blog)
• Related issues/topics
• Common misspellings Source: Beth’s Blog, Beth Kanter

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3. Implications
Advocate List Followers
Channel Advocates Followers Network
Twitter 200 300 60,000
Facebook

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4. Social Media Channel Mix
Social Network Blog Micro-blogging Image Sharing Video Sharing

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4. Social Media Channel Mix
Facebook, Twitter and Blogs work best to reach new supporters for the organization
Source: Idealware - Social Media decision guide 2010

17. Alberto Brea | The Digital Economist
4. Implications
Social Network Blog Micro-blogging Image Sharing Video Sharing
Connect, engage and Showcase NGO Share photos of Promote videos
Goal Report news
recruit supporters expertise events and volunteers to support cause
Updates Daily Weekly Daily Per Event Per Event

18. Alberto Brea | The Digital Economist
Approach
Create Social Build Your Analyze and
Presence Network Adapt

19. Alberto Brea | The Digital Economist
Build Your Network: On Demand Model
Monitoring and Research 40% Initiating 20% Initiating 20%
Identify what people are Initiate conversations that reflect Publish and share with your
saying, and craft the message what you are hearing through multi- advocates and invite them to join
media platforms
Measuring Responding
20% 20%

20. Alberto Brea | The Digital Economist
Analyze & Adapt
Analytics WP Stats Plugin Page insights RSS Insights Stats ($)
Google Analytics Backtype Bit.ly
Tools Feedburner Tweetmeme
Source: http://www.devonvsmith.com/2010/07/a-social-media-measurement-plan/

21. Alberto Brea | The Digital Economist
Blogger Dashboard Example - Free

22. Alberto Brea | The Digital Economist
Facebook Dashboard Example - Free

23. Alberto Brea | The Digital Economist
Youtube Dashboard Example - Free

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Summary: Social Media For Public Advocacy
How can NGOs use Social Media to organize a movement?
Create Social Build Your Analyze and
Presence Network Adapt
1. Conduct Self-Assessment 1. Monitoring & Researching 1. People
2. Set Clear Objectives 2. Initiating 2. Engagement
3. Define Audience Priority 3. Responding 3. Traffic
4. Establish Social Channel Mix 4. Measuring

25. About the Author: Alberto Brea
International marketing consultant with more than 10
years of experience in managing brand strategy
development, customer research, CRM and digital
marketing programs in the U.S., Latin America, and
global markets. Postgraduate education includes an
MPA in International Economic Policy, an MS in
Integrated Marketing, and an MBA.
The digital Economist Blog: albertobrea.com
Email: albrea09@gmail.com