social media for advocacy – the 5 w’s and h · why social media for advocacy? • low (or no)...

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!