Using Social Media for Advocacy

By Stephanie Fisher, Grassroots Coordinator

As social networking tools like Facebook and Twitter become more widely used, you would think it would be easier to communicate your messages to the masses, but the reality is these tools can actually make it much harder. They are so easy to use that people are inundated with information from all sides. It's easy to follow a Twitter feed or become a fan of a Facebook page, but it's just as easy to delete messages from your inbox.

If we want to use social networking to successfully advance our advocacy goals, we have to give members a reason to listen to us and we need to listen to them. After all, the difference between communication and marketing is that communication is a two-way street.

So many Facebook pages are ineffective because the content is static. Throwing up a Facebook page with the basic information about your organization won't give you results. The AVMA-CAN Facebook page shows interaction between the members who have "friended" the page and the content creators. The Facebook page is a great way to easily follow the efforts of the AVMA-CAN. We need to keep followers updated on the actions the CAN is taking to help members and keep them informed about the issues and how they are affected.

But the most important Facebook features are the tools that take these pages from a marketing-based traditional Web site to an interactive networking page. Facebook not only allows easy commenting on posts as you would on a blog, but it also allows for someone to "like" a post with a click of the mouse. This may seem like something fairly inconsequential, but people are far more likely to use this fast and simple form of feedback, and it clues us into what issues are resonating with followers of the page.

Another important tool is "share feature." When a follower comments on a post, their friends see it and followers of the page can link to posts with a click of a button to their own Facebook page, exposing us to a new audience of potential followers and members. Checking out the page, participating in a discussion and sharing the information with your friends and colleagues can go a long way in building an active online network.

As we continue to grow our grassroots networks, we need to keep in mind that social networking is such a rapidly changing field. Facebook and Twitter may rule now, but no one can predict what the next big social networking tool will be and how it will change the way we communicate. All we can do is work to build strong relationships with our members. Even though the tools may change with the technology, the basic principles of communication and advocacy remain the same.

For more information, please contact Stephanie Fisher.

Stephanie Fisher joined the AVMA in last month and will assist in growing the association's grassroots advocacy capacity. Stephanie has extensive social networking experience and has worked in London and New Zealand and for the USDA.