How to Social Media
Create a Facebook event on your Facebook page
Add a couple of posts to the event discussion (you can ask friends to do it too), so that there's some momentum on the page when people get there)
Share the event on Twitter 2x day from now until the event.
Invite other local youth/student groups and ask them to share your event.
Start your strike day with a Facebook post of live video reminding people about the event and encouraging them to attend.
Post frequently on Twitter from start to finish of the event, e.g., quotes from students shared with their photo, an update on how many people are there, an update on what media has shown up or what interviews you've done, reasons people are there, photos of funny signs, a photo of or link to your press release, etc.
A post/FB Live when the event is at its peak and you have a great crowd/energy.
A wrap up post after the event (of the best photos, any highlights, a thank you to everyone who supporters etc).
Post to Instagram stories throughout the day, photo and video snips. use hashtags relevant to the city and people following climate discussions to make your stories travel further
Post a collection of the best photos of the day on Instagram.
Use highlights to separate actions and themes
Make a digital plan | Telling a story
What is your goal?
Have clear theory of change and objectives
think about how to use digital media to accomplish these objectives. it is a tool, a tactic, not a strategy
Know your audience
who do you want to reach, which messages will reach them?
Figure out which platforms will be most impactful for your organizing.
What is your conflict? (students vs.
How can this be won?
Who are the characters? Heroes, villians, victims.
You can show this by through pictures, descriptions videos and news articles.
What are underlying assumptions? How can you address these?
How are you appearing? are you recognizable? Trustworthy?
Consistency! build a brand, focus on colours, and specific ideas and messaging.
Know your movement ecosystem
Who are your allies?
How will you change opinions?
LIVE: important, creates FOMO
must capture audience in first couple of seconds, so plan ahead
explain: who are you, what is your lease on this event, what are you trying to communicate
tell allies you are going live so they can promote it on their social media channels
when choosing when to go live, be aware of the story arc of your action. try to do it at the climax/most exciting part
1-3 sentences. don’t go in-depth
if sharing a news story, provide analysis or a link to action
good social media reach is extremely important. if you have a budget, devote it to this.
on facebook, lots of hashtags don’t help. only use if very relevant (ex, #climatestrike)
Useful for humanizing the movement. Share high quality pictures of people.
Write a lot in the captions, people will read long stories/explanations behind the pictures
Hashtags are important, because people can follow them. CSC’s hashtags are #climatestrikecanada #ispiredtostrike #insipreeamanifester #cerclevert #greencircle, use also #fff #cdnpoli #climatestrike and other tags relevant to the movement. You can include up to 30 hashtags on a post.
Useful! Try doing this
you can edit them and then post
Check out 350.org for good example of using this
Set the context of your story. Make videos explaining what is happening and why.
Capture important moments and post them instantly.
See notes for facebook
Use for breaking news, getting the story out
Important to join a popular conversation to get your message out. See what is trending and use those hashtags if relevant, or figure out how to connect your story/message to trending topics.
Politicians and oil lobbyists check it a lot, so tag them!
Useful for getting people to do things.
smaller institutions (ie city hall) are very responsive and will probably reply
Useful for visualizing something you wouldn’t otherwise see; this can become a big story
For example, AOC’s tweet about lobbyists using homeless people to save their place in line.
Can be used to live updates of tweet an event. Keep tweeting about something happening, and people will follow your story.
If doing this, keep using the same hashtags and encourage others to Tweet and RT yours.
Quote people speaking at the event you are at.