INTRODUCTION TO LESSON 2:

SOCIAL MEDIA CONTENT AND

PLATFORMS

Digital Advocacy Center Training

MODULES COVERED IN THIS GUIDE

Module 5: How to Manage Content and

Community Online

Module 6: Facebook: Concepts and

How To

Module 7: Twitter: Concepts and

How To
G O A L S O F T H E SE MODULES

After this training, you should have a

strong understanding of:

Drumbeat vs. breakthrough

moments

How to use a content

calendar

How to quickly find content on the

Digital Advocacy Center

How to use Facebook & Twitter and grow your

following on those platforms
 B R E A K T H R O U G H v s . D R U M B E AT

DRUMBEAT BREAKTHROUGH

Content that is posted every day Eg:
Health harms of tobacco use
Content relates to the campaign
overall Eg: Why a smoke free city is
required
The intention of posting this content is
engagement with campaign. Eg: Sharing
a poll about the harms of tobacco use
A post that is related to a specific
activity that you are planning online or
offline. Eg: A Twitter chat
Posts relate to the planned “activity”.
Eg: Announcing the launch of a
petition online
The intention is to get the reader to take
an action. Eg: Sign a petition, send in a
picture, report a violation, etc.

NOTE: Activities constitute a wide range on offline and online actions that an
organization can take to amplify a campaign or draw attention to a particular phase of
a campaign. Eg: A petition around a law being passed, a march to demand tobacco
control legislation or a Twitter chat with doctors and influencers about why smoke free
schools are important.
 CONTENT STRATEGY
: R U L EO F T H I R D S

MY MY OUR SHARED
ORGANIZATION FRIENDS INTERESTS
 C O N T E N T CALE N D AR

HOW DO I USE IT?

1.Fill in key dates for your

campaign

2.Outline post themes for

the month

3.Write copy and curate

content on a weekly
basis
 WHY FACEBOOK?

Opportunity to both raise awareness and

garner public action around your issue

THE BIGGEST
ADVANTAGE IS THE Get people advocating on
your behalf
PEER-TO-PEER
ENGAGEMEN : T
Ability for your message
to go viral
 WHY USE TWITTER?

100 million daily Often the #2 Source for

active users network worldwide breaking news

Grasstops Live engagement Twitter doesn’t

accessibility opportunities throttle reach
 WHO CAN YOU REACH ON TWITTER?

Decision Makers & Key

Opinion Leaders
Tweets can be used
to target groups
Traditional Media
online. You should
be using the
PowerMap you
developed in
Public Awareness
Module 2 to find the
right targets on
Twitter.
Public Action
THANK

YOU