social advertising for issue advocacy
DESCRIPTION
Social media advertising options have expanded dramatically in recent years, but many online advocacy organizations aren’t aware of the messaging and targeting opportunities now available, often at low cost. This presentation will examine the most useful social advertising channels currently available and in particular, this session will explore when it makes sense to consider employing social ads and when it doesn't. Presenter: Colin Delany, Epolitics.com RELATED LINKS: Epolitics.com https://www.salsalabs.com/support-community/blogTRANSCRIPT
![Page 1: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/1.jpg)
Social Advertising for Nonprofit Advocacy
Colin Delany | @epolitics
![Page 2: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/2.jpg)
Colin Delany
Former political staffer (Texas)
Founder/editor Epolitics.com
Online communications consultant
Political advocate
![Page 3: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/3.jpg)
Why Social Advertising?
Common Goals:
Recruiting
Content promotion
Persuasion
![Page 4: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/4.jpg)
Why Social Advertising?
When Does Social Advertising Make Sense?
Sometimes (often?) not at all....
![Page 5: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/5.jpg)
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
![Page 6: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/6.jpg)
Why Social Advertising?
The Mobile Connection
Social ads ARE mobile ads, in many cases
![Page 7: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/7.jpg)
Platforms
Instagram/LinkedIn/Pinterest
![Page 8: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/8.jpg)
Facebook Ads
Sidebar
Timeline/Mobile Timeline
Boosted Posts
![Page 9: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/9.jpg)
Facebook Ads
![Page 10: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/10.jpg)
Facebook Ads
Facebook ad targeting options
Geotargeting Demographics Interests Connections Custom audiences
![Page 11: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/11.jpg)
Facebook Ads
![Page 12: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/12.jpg)
Facebook Ads
![Page 13: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/13.jpg)
Facebook Ads
![Page 14: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/14.jpg)
Facebook Ads
![Page 15: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/15.jpg)
Twitter Ads
Promote a feed
Promote a tweet
![Page 16: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/16.jpg)
Twitter Ads
What IS online advocacy?
![Page 17: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/17.jpg)
Twitter Ads
![Page 18: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/18.jpg)
Twitter AdsTargeting options
By feed (target a feed's followers, or similar)
Interests
Keywords
TV shows
Custom data
![Page 19: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/19.jpg)
Twitter Ads
![Page 20: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/20.jpg)
Can target by job title, job skills
Also has "promoted" story feature
![Page 21: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/21.jpg)
Highly vetted
Limited number of advertisers
Future potential
![Page 22: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/22.jpg)
"Promoted pins"
Limited number of advertisers, must apply
![Page 23: Social Advertising for Issue Advocacy](https://reader036.vdocuments.us/reader036/viewer/2022062513/554ed6fab4c905d1158b46f3/html5/thumbnails/23.jpg)
Thank You
Colin Delany
Epolitics.com
@epolitics
+1 202 422 4682