social media for advocacy – the 5 w’s and h · why social media for advocacy? • low (or no)...
TRANSCRIPT
Social Media for Advocacy – The 5 W’s and hChioma Agwuegbo (@ChiomaChuka)CC Consulting ServicesOctober 2016.
Introduction
• Media. Production. Content. Social.
• Strategist. Blogger. Recruiter. Trainer. Chef. Aunty.
• Founder, TechHer.
• www.chiomachuka.com
• www.fairygodsister.wordpress.com
• www.techherng.com
What is social media?
What is social media?
Relationships
Emotion
News
Journey
Real life
Trust
Two-way
Social Media… (ConT.)
• Platforms that allow the transmission of multimedia (text, video, photo, audio) using digital technologies.
• People on the left, people on the right, technology in the middle.
Why social media?
• Communication. Whether for marketing, networking, advocacy, or propaganda, the underlying reason is communication.
Who?
• Everyone. You. I. Nigerians. Africans. Social Media is a global, continuous evolution. Especially driven by mobile.
Nigeria (Quick facts)
• Africa's largest population estimated at over 180m
• Biggest telecom and ICT Market in Africa
• Teledensity of 107%
• 93.3 Million active internet users
• 450,000 active lines as at January 2001, 33million by 2007
• According to Pay Pal Inc. Nigeria is the 3rd highest mobile shopping nation in the world
• 1.05 billion use the Facebook daily
• 15 million people use the Facebook in Nigeria (Nov 2015)
Advocacy
Why social media for advocacy?
• Low (or no) hard costs for set-up• Potentially wide reach• Quick/instantaneous sharing of messages• New opportunities to listen, engage, and monitor
your progress.
Discussion
• What has your organization needed people to do recently? Change behavior? Change thought pattern?
• What social media do you use personally? In your organization?
• What was the most difficult thing about the experience?
• What are some key words you’ve heard in advocacy campaigns?
How? The essence of communication
Conversion
Conversation
Continuity (Action/behavior change, etc.)
Success. Rinse and repeat
SOcial Media strategy
• Research – who is your message intended for? Age, socio-economic status, religion, etc.
• History - Has anyone tried to reach them in the past? Why did they succeed? Why did they fail?
• What appeals to them? What are their aspirations?
• How local to the audience can you make it?
• Any ideas already?
Do…
• Have a plan beyond the advocacy period
• Combine strategies – a stand alone will stand alone
• Let the people own it – you’re not swooping in and saving the world. What happens when you leave?
• Have a human rights approach, framed strategically
• Understand that people change and you need to be ready for that. Research is key.
• Go beyond one person, show society wide benefits
• Be clear and simple to latch on to.
• Remain and portray positivity
• Use role models where you can
don’T…
• Use only marketing content
• Ignore LinkedIn
• Not tell your story (blog, Twitter, Facebook, etc.)
• No social media widgets prominently placed on your site
• Not brand
• Not telling compelling stories
• Ignore these -Follow. Engage. Interact
• Not care about your audience – presentation, frequency, medium
Further resources…
• http://www.sustainabledevelopment2015.org/index.php/news/284-news-sdgs/1544-advocacy-toolkit-influencing-the-post-2015-development-agenda
• http://www.gjcpp.org/en/article.php?issue=21&article=121
• http://disabilityrightspa.org/wp-content/uploads/2013/05/Using-Social-Media-for-Advocacy.pdf
• http://www.socialbrite.org/advocacy-toolkit/
• http://www.aauw.org/resource/how-to-use-social-media-for-advocacy/
• https://blog.bufferapp.com/future-of-social-media-advocacy
• http://ndlink.org/wp-content/uploads/2016/07/Social-Media-Guide_072016FINAL-1.pdf
Thank you!