Building the Brand of Your Organization and Spokespeople Through Twitter
Tweeting and re-tweeting is one thing, but systematically using Twitter to implement a strategy is another. This session will focus on creating a long-term plan for building your organization’s presence––and your influence (60–90 min).
Building Your Expert Profile
Online expert profiles should effectively highlight past experience and skills to connect them with relevant stakeholders (like journalists). This training delves into spokespeople's online profiles on Twitter, LinkedIn, and on organizations' websites. It discusses the must-have content in these profiles to showcase spokespeople's expertise, as well as some strategies to engage reporters, advocates, and donors using these platforms (90 mins).
Creating an “Echo Chamber” with Social Media
It’s important to get the broadest impact out of every effort and to connect your traditional media outreach with digital media outreach. This session focuses on leveraging social media to expand the conversation on your issues (60–90 min).
Digital Ads 101
Your introduction to amplifying your work online through digital ads.
Digital Ads: Twitter and Snapchat Geofilters
How, when, and why Twitter ads and Snapchat geofilters are effective. This session includes budgeting, content creation, targets, and case studies from other nonprofits using these strategies.
Digital Ads: Facebook and Instagram
How, when, and why Facebook and Instagram ads are effective. This session includes targeting, budgeting, content creation, and tests to run.
Engaging Reporters on Twitter
Before reaching out to reporters on Twitter, follow these best practices to best tailor your outreach and make a good first impression. This training discusses how to build and maintain relationships with reporters using Twitter, as well as strategies to use Twitter to shape reporters' coverage. It explores ways to correct a reporter's coverage without ruining your relationship with them, as well as ways to be a good resource for reporters online (60-90 mins).
Hill Advocacy Using Social Media
Members of Congress increasingly value hearing from constituents on social media, and more than ever, social media can influence how a lawmaker votes on an issue. This training involves understanding what motivates members of Congress, including constituents, media coverage, and campaign contributions. It then details congressional use of social media, including Facebook, Twitter, Periscope, and Snapchat, as well as how advocacy groups can use these tools to influence lawmakers (90 mins).
Social Media Tactics
The basics of communications on Facebook, Twitter, and other social media platforms.
Turning Your Social Media Moment into a Traditional Media Story
How to leverage your social media success to get earned coverage in traditional media—turning your online campaign moment into the breaking news story of the day.
Creating and maintaining an active Twitter account means tweeting the right content to the right audience at the right time. This training explores lots of the Twitter basics, including setting up your profile, the anatomy of a tweet, how to find the best people to follow, tricks to pack as much content as possible into 140 characters, and how dynamic content (like images and videos) leads to better Twitter engagement (60-90 mins).
Your Digital Media Toolkit
New social media and digital tools are popping up every day, but which are the best for organizations to take advantage of to advance their policy goals? This training explores a number of tools in a digital campaigner's toolkit, from the usual Facebook and Twitter, to some of the newer tools like Snapchat and Periscope, as well as dozens of tools and platforms in between. The training discusses situations in which each platform is most useful, the amount of lead-time required to be effective, as well as examples of each of these tools being used effectively in advocacy settings (90 mins).