Two weeks ago, I leapt into the breach, finally deciding to let go of some bad habits on social media, and investing in it more than ever. Concurrently, I launched this series on the challenges advocacy organizations face in navigating the tools available to them in the world of social media.
There are two main goals with this series:
- Maintaining your own sanity as an advocate in the political social media realm.
- Recognizing social media as a mere tool, and providing tips on how to leverage it effectively in your broader advocacy plans.
Today I want to cover part of both topics in one fell swoop. Let’s see if I’m up for it.
In my opinion, the stressors surrounding social media have, typically, made it a lose-lose proposition for advocates. Only in rare exceptions have advocacy brands been able to break through the noise, gain the public attention and reach decision makers. Rather, the cultures behind the various platforms often cause unnecessary friction points, the algorithms limit reach, and brand management replaces our humanity. So, let’s talk about three things you can stop doing TODAY to mitigate those challenges.
STOP trying to be all things to all platforms. Simply put, your organization’s culture, language, and agenda will not translate to all social media crowds. Personally, I find the caustic nature of Twitter repellant. In the last few weeks, I’ve withdrawn from Twitter (not that I was there much to begin with except for Browns football). I strive to be a bridge builder – especially with this blog. That type of approach does not translate to a platform where “winning” is built around cutting others down.
In the same vein, I’m not terribly active on Instagram. I’ve posted some since joining in late 2020, but the format seems limited for expressing ideas. While they’ve attempted to create a more interactive experience through Reels and Stories, the user experience for both of these is still highly limited and not entirely intuitive.
Take a hard look at the stories you tell. How are they framed? Who is your target audience? Where are they already? As an advocacy organization, you don’t need to cast an all-encompassing net. You need to cast the net you can handle in the water where the fish are feeding.
STOP ignoring your advocates’ personal brands. It boils down to numbers. Your organization and employees’ personal networks only extend so far. For too long, advocacy groups have relied on the passive, top down approach of generating “form” content and asking volunteer advocates just to “like, share and comment.” The reality about most platform algorithms? That doesn’t extend your reach.
You have to reconsider leveraging the ripple effect possible by empowering your advocates to speak on your behalf in their own words. This obviously carries some risk, and you have to invest considerable time in preparing those vocal advocates in order to mitigate that risk. But until we crack the code on reach, our messages will never compete with corporate brands who can buy it.
The value added with new platforms like TikTok and Clubhouse is organic growth. Users have grown weary from the formulaic approach of legacy platforms. But to really advance your message, you’re going to have to lean into that organic approach, and surrender at least a bit of control – which brings me to the last tip:
STOP being robots.
We’re altogether too polished. I’m not saying we should throw away brand standards. Far from it – I think we need to embolden our brand ambassadors to be display their passion in a more human way.
If you are advocating for something, it’s deeply personal. Why are we sterilizing our message by over-refining our talking points? Social media is long overdue for moments of vulnerability, frustration, and unfettered joy alike. Like life, advocacy is messy. Staged photos in front of the Capitol don’t capture the passion you have when fighting for those deeply personal issues. Take a risk. Be human.
I’m in the process of re-learning all of this myself. Hence this series. But think about how you’ve approached social platforms for your issues before. What would these three tips look like for you? I hope you’ll take a moment to share some reflections in the comments below!
Part of the Possible 
What these tips look like for me: focus, communication, get over yourself. So… get self-aware. Search outside the box. Be willing to learn from sources you would not normally seek out. Listen. Set your people up to speak in your stead. Be willing to be schooled by others–who know stuff worth learning. And, possibly, cuss, when appropriate?
Good stuff. Worth reading. Thank you.
Additional take away: work hard, be patient, don’t quit.
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