This document discusses developing a social media strategy to connect advocacy goals. It recommends starting with long-term mission and short-term advocacy goals, then determining audience and call to action messages before choosing appropriate social media tools, emphasizing that strategy should come before tools. The overall message is that an effective social media strategy is needed to align tools with goals.

1. Mary Joyce | Womens’ Leadership and Technology Conference | Sharjah, UAE | March 2010 Social Media Strategy How to connect social media tools to your advocacy goals

2. This is why we need strategy!

3. Don’t start with tools …start with strategy! (but how?)

4. Social Media Strategy Long term : Mission Short term : Advocacy Goals Tactics: Audience > Action Message Tools: Social Media Platform < Strategy

5. Strategy > Tools