M O D U L E 5

H O W TO MA N A G E C O N T E N T
& C OMMUNITY ONLINE

Digital Advocacy Center Training

G O A L S O F T H I S T RAI N I N G

After this training, you should have a

strong understanding of:

Drumbeat vs. breakthrough

moments

What a balanced content

strategy is

How to quickly find content on the

Digital Advocacy Center

How to use a content calendar

 D R U M B E A T AP P R OAC H

Best Practices:

Consistent content output

DEFINITION:
a consistent, disciplined
and methodical approach
to build issue awareness
and capacity
1 across channel
Dogged monitoring and
2 response to relevant
conversations

Authentic engagement,
3 resulting in the cultivation of a
passionate base of advocates
B R E A K T H R O U G H I N I T I AT I V E
MODEL
 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 BEST PRACTICES

To build followers and increase engagement, you need

high - quality, balanced, and consistent content.

BEST PRACTICES

1 HIGH-QUALITY 2 BALANCED 3 CONSISTEN

• Includes an image • Not all about “me” T• At least one piece
• Relevant per day
• Checked for spelling • Engaging tone of
and grammar voice
SOCIAL TONE OF VOICE
1

2 WE AR WE ARE NO
E T
Trustworthy SHOUTY!!
3 !

Supportive Beggars: Like me, share me,

4 comment on me!

Inspiring Bossy
5

Passionate Know-it-alls

Empathetic
 CONTENT STRATEGY
: R U L EO F T H I R D S

MY MY OUR
ORGANIZATION FRIEND SHARED
S INTERESTS
 “MY ORGANIZATION” CONTENT

Educate your audience about your campaign and/or

your organization. Ask your audience to take action on
your issue.

RECOMMENDED CONTENT

Campaign GATS stats related to Short

infographic your campaign video

Ask to sign a Attend an

petition offline event
 “MY FRIENDS” CONTENT

This content should be all about your fans.

RECOMMENDED CONTENT

Ask fans questions Highlight fan content

o Share your (aka User Generated
story Content “UGC”)

Respond to all Thank followers for

followers (this counts their involvement and
as “content” too!) let them know how
o Like positive they made a
comments difference
 “OUR SHARED INTEREST” CONTENT

In addition to addressing your own organization and your

fans, you should also share general education pieces.

RECOMMENDED CONTENT

Posts from Digital Movement content / facts

Advocacy Center ○ In-country partner content
○ Industry accountability
○ Health harms

Tobacco control
news
 WHAT TYPE OF CONTENT IS THIS?

My Organization

My Friends

Our Shared Interests

 WHAT TYPE OF CONTENT IS THIS?

My Organization

My Friends

Our Shared Interests

 WHAT TYPE OF CONTENT IS THIS?

My Organization

My Friends

Our Shared Interests

 WHAT TYPE OF CONTENT IS THIS?

My Organization

My Friends

Our Shared Interests

 WHAT TYPE OF CONTENT IS THIS?

My Organization

My Friends

Our Shared Interests

 WHAT TYPE OF CONTENT IS THIS?

My Organization

My Friends

Our Shared Interests

 C O N T E N T CALE N D AR

WHAT IS IT?

A content calendar is a
way to plan and organize
your social media content
ahead of time to make
sure you’re following best
practices (high quality,
balanced, consistent).
 C O N T E N T CALE N D AR

WHY IS IT
IMPORTANT
?

● It will make your day-to-

day work much easier!

● When not in use, pages

lack consistency, which is
important to build
followers.
 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
SAMPLE CALENDAR CONTENT
 FINDING CONTENT

The good news is you don’t have to create every piece of

content from scratch! Bookmark these resources and check
them each week for content ideas.

RESOURCES

1 Digital advocacy Tobacco.org 3 Follow other

2
center • Daily/weekly
tobacco control
• Weekly DAC email digest advocates on social
media
M O S T P O P U LA R C O N T E N T
C U R AT E D W E E K L Y
S C R E E N S HA R E : F I N D I N G C O N T E N T O N
THE DAC
 A T Y P I CAL S O C IAL M E D IA
MANAG E R ’S W E E K

MONDAY Monitor, Respond, Seek Opportunities 3x’s/day Outlining calendar once per month

TUESDAY Monitor, Respond, Seek Opportunities 3x’s/day Write copy for next week (M-S)

WEDNESDAY Monitor, Respond, Seek Opportunities 3x’s/day Create/curate images for next week

THURSDAY Monitor, Respond, Seek Opportunities 3x’s/day Schedule and review posts (F-Th)

FRIDAY Monitor, Respond, Seek Opportunities 3x’s/day

SATURDAY Monitor, Respond, Seek Opportunities once a day

SUNDAY Monitor, Respond, Seek Opportunities once a day

EXERCISE: OUTLINE YOUR
C O N T E N T C ALE N DAR
 You have now completed MODULE 5 of 12 of Track 1.
NEXT STEPS You can move on to Module 6 or go back and finish any modules you
: have not yet completed. Module 0 is compulsory.

Use this table to navigate through the remaining Track 1 modules

TRACK 1: MODULES STATUS
0: IS YOUR ORGANIZATION DIGITAL READY?
1: HOW TO USE DIGITAL TO WIN YOUR CAMPAIGN
2: HOW TO DESIGN A DIGITAL CAMPAIGN
3: HOW TO CREATE A POWER MAP FOR YOUR CAMPAIGN
4: HOW TO CREATE A MESSAGING FRAMEWORK FOR YOUR CAMPAIGN
5: HOW TO MANAGE CONTENT & COMMUNITY ONLINE COMPLETE
6: HOW TO CREATE & USE A FACEBOOK PAGE
7: HOW TO CREATE & USE A TWITTER ACCOUNT
8: HOW TO SET UP AND MONITOR INDICATORS OF SUCCESS
9: HOW TO USE FACEBOOK INSIGHTS
10: HOW TO USE TWITTER ANALYTICS
11: HOW TO USE DIGITAL TO SUPPORT YOUR LOBBYING EFFORTS
12: HOW TO SUPPORT IMPLEMENTATION OF POLICIES WITH DIGITAL
THANK

YOU