How to Social Media

 
 

Event promo

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.

  • Post 1-2x day on your Facebook and Twitter at least one should be event promo.

  • 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

  1. 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.

  2. Your narrative

    • 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?

  3. Visuals

    • How are you appearing? are you recognizable? Trustworthy?

      • Consistency! build a brand, focus on colours, and specific ideas and messaging.

  4. Know your movement ecosystem

    • Who are your allies?

    • How will you change opinions?

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Platforms

Facebook

  • 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

  • POSTS:

    • 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)

Instagram

  • POSTS

    • 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.

  • IGTV 

    • Useful! Try doing this

    • you can edit them and then post

    • Check out 350.org for good example of using this

  • STORIES

    • Set the context of your story. Make videos explaining what is happening and why.

    • Capture important moments and post them instantly.

  • LIVE

    • See notes for facebook

Twitter

  • 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.

How to Press Media

 
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Basics

There are two seperate documents you need to write to communicate with press:

Media advisory - this lets the media know that your event is happening, in the hope that they will come to your event and film you. You send it out in advance of your event and on the morning of. You want to keep it very simple, with a quick backgrounder and then the who what when where why

Press release- this is pretty much the article you want the press to write about you, whether they showed up to your event or not. You send it during your event. Keep it short (a page-ish), but explain what happened at your event and include all of your key messages.

Make sure to include a picture and a link to a google drive or flickr folder with more pictures.

Examples 

Here is our media advisory from the second strike and from the first

Here is our press release from the first strike


Media schedule + event media

News starts early, send a media advisory at 7 AM the day of your event.

  • At 9:30AM, make calls to key reporters. Prepare this list of reporters in advance, in the order you want to call them. You can also call up newsrooms. It’s a good idea to have some extra information to give when you call, ex. number of strikers who will be there or something you withheld from the media advisory.

  • Send the Press Release before 2pm - as soon as you have a good picture of the strike.  Try to count people before sending it out so you can list the number, send this out in the first few hours of the event. 

  • Also publish the advisory and PR on Facebook so you have a link that’s easier for reporters to cut and paste. 

  • PRESS DEADLINES: 11 am for noon news, print or online reporters usually have 2pm deadline, 4pm for evening news

  • If your event is for example in support of a specific motion you can send a statement on the outcome of the motion once you have it. Journalists will often write a number of articles or do a several segments on the various movement pieces, updating stories as they go. Don't wait until the time of the announcement to send out your press communications, rather be part of setting the narrative in the lead-up, because politicians and others will be watching how that plays out during the day.

 
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When sending to the press

If you're sending from Gmail, it's best to send in small batches of 20, BCC'ing reporters. Generally, you can send up to 300 identical emails before spam folders block you. It's also best not to include attachments to ensure the best odds against the spam filters.

You can make the subject line of the email the same as the headline of your advisory/PR. Make sure it is visible and not cut off (usually 10-15 words). You can also add TODAY  or HAPPENING NOW at the beginning in all caps to catch editor’s eye.


Interviews

Choose 2-4 spokespeople to speak with media about your event.

  • Make sure you say the most important thing first -- you may not get a chance to say it later. Decide what your #1 and top 3 messages are and get them in.

  • Take it slow. Take a breath in between sentences, don't rush through it. It might feel weird during interview but you'll sound poised. Channel the AOC-style speaker in yourself.

  • Have a sentence about who your group is ready.

  • Be able to explain what the problem is and why you’re taking action in a couple sentences.

  • A reporter may not always ask the question you want to answer, so build a bridge to it (e.g., say "but the thing you need to remember is" OR "but what's most important to us is" OR "what people might not know is that")

  • Speak honestly and from the heart. Know your facts but don't just talk in statistics, make things easy to understand.

  • Remind people of the threats, but also give them hope and a solution, the Green New Deal.

  • E.g., Express your worries and remind people of how climate change is currently harming people (e.g., making wildfires worse, leading to air pollution, heat waves, floods and storms, that put our lives, health, and homes in danger).

  • Make a call out for other student to join the strike movement.

  • Practice your interview with a friend.

  • This page has some tips on speaking with media.