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Social media has thrived for over a decade and is a requirement for a successful digital advocacy campaign. Engage works with your social media strategy to drive the most users possible to take action.

Finding You

People find out about your organization a number of ways. From personal engagement on the street to Google searches to Facebook posts, welcome to the world of web traffic. You can increase these rates through a variety of paid media channels, such as SEM, or you can organically improve these rates (for free) through SEO. The most important thing about your web traffic is remembering to convert your visitors from site viewers to new advocates for your organization. Social media channels provide an easy conversion method because Facebook, Twitter, and LinkedIn users are already using these platforms to get new information and maintain relationships. These users are hungry for knowledge and enticing content, making them prime targets for conversion into new advocates. Engage offers several methods for getting your advocacy content onto these platforms. Here’s what you need to know.

Facebook

Provide an opportunity for advocates to take action on your Facebook page by integrating Engage within your organization’s Facebook page. You can add generic calls-to-action and donation calls-to-action to your page, or add a call-to-action to your ads on Facebook. Get started by reviewing the Facebook Ad Basics page.

For example, in August 2015 Facebook introduced a new “Donate Now” call-to-action option on both link ads and Pages. Advocacy organizations can connect with people who care about their causes and encourage them to contribute through the website of their choice. The button doesn’t have to just be for money – we recommend you link the button to your Engage site so advocates can learn more about your organization and get started.You may be wondering if someone can directly take action on a Facebook post –the answer is yes. Simply create your post content and insert the link to your Engage page with the Engagement you want to promote. Facebook will automatically format the post by generating a preview image of your Engage site to drive people who click directly to Engage to take action. If your formatting isn’t generating the preview, use the Facebook debugger to fix it.

Web traffic is a two-way street. You also want to use Engage to drive people to your Facebook page. Add a Facebook plugin to your Engage site to integrate the two platforms fully. One of our areas of focus in 2016 will be to provide you a method for advocates on Engage to directly post to Elected Officials’ Facebook pages from their own accounts with your pre-populated texts. Stay tuned for more updates.

Twitter

Twitter, like Facebook, plays a vital role your organization’s public image, but that’s where the similarities end. Twitter is your direct engagement social channel for your advocates to get to know the day-to-day lives of candidates and elected officials.

Getting started with Twitter in advocacy is something Twitter personally promotes through its Twitter Government page. There’s even a guide that gets politicians started using Twitter. Law enforcement has their own guidelines, while political campaigning has rules for countries around the world. Engage allows you to maximize the value of Twitter in a few ways. Most importantly, like Facebook, you can use Engage to drive your Twitter following to take action by Tweeting links to your Engage site.

Additionally, open the channel for your advocates to develop relationships with candidates and elected officials on your organization’s behalf from their own Twitter accounts. Use our Twitter Engagement module on your site so that advocates can Tweet directly to elected officials from Engage using text you recommend. You can even @Mention your own organization in that text to improve your Twitter following by alerting  that elected official’s followers about your organization.

Lastly, don’t forget the agencies. Quickly review which agencies are active on social media and don’t forget to include the relevant ones to your organization in your advocacy planning. In addition to www.regulations.gov , many agencies use Twitter to gather public opinion on regulatory topics. We plan on improving our Twitter engagements in 2016 to allow you to Tweet directly to agencies.

Lastly, you can also add Twitter widgets to Engage to improve your SEO and increase your Twitter following with users on your Engage site that haven’t been exposed to your social media brand. Add widgets to standard pages or sidebars and automatically sort the content that’s published by customizing your widget on Twitter. We hope this helped. Happy Tweeting!

Susanna Cagle
Product Manager, Advocacy & Engagement