social advertising for issue advocacy

Social Advertising for Nonprofit Advocacy

Colin Delany | @epolitics

Colin Delany

Former political staffer (Texas)

Founder/editor Epolitics.com

Online communications consultant

Political advocate

Why Social Advertising?

Common Goals:

Recruiting

Content promotion

Persuasion

Why Social Advertising?

When Does Social Advertising Make Sense?

Sometimes (often?) not at all....

Why Social Advertising?When Does Social Advertising Make Sense?

Building a following

Activating your following

Promoting a message

Promoting an event

Reaching influencers

Persuasion/awareness raising

Why Social Advertising?

The Mobile Connection

Social ads ARE mobile ads, in many cases

Platforms

Facebook

Twitter

Instagram/LinkedIn/Pinterest

Facebook Ads

Sidebar

Timeline/Mobile Timeline

Boosted Posts

Facebook Ads

Facebook Ads

Facebook ad targeting options

Geotargeting Demographics Interests Connections Custom audiences

Facebook Ads

Facebook Ads

Facebook Ads

Facebook Ads

Twitter Ads

Promote a feed

Promote a tweet

Twitter Ads

What IS online advocacy?

Twitter Ads

Twitter AdsTargeting options

By feed (target a feed's followers, or similar)

Interests

Keywords

TV shows

Custom data

Twitter Ads

LinkedIn

Can target by job title, job skills

Also has "promoted" story feature

Instagram

Highly vetted

Limited number of advertisers

Future potential

Pinterest

"Promoted pins"

Limited number of advertisers, must apply

Thank You

Colin Delany

Epolitics.com

cpd@epolitics.com

@epolitics

+1 202 422 4682