Social Media throughout the Phases of a Policy Campaign

Audience: Tobacco control advocates who are experienced with social media, and want to learn about how these new tools can be used to promote policy change in tobacco control.

Key Points: The American Lung Association in California has developed a five-phased approach to help guide tobacco policy campaigns. In this session, we will select widely used social media tools and demonstrate their use in all five phases of the campaign. * Phase 1 involves researching the issue and your community. Using effective search techniques and reader tools, blogs, Facebook, Twitter and Yelp advocates can find a wealth of information. * In Phase 2 advocates prepare a strategic plan for the campaign. Social tools like Google and wikis can be helpful in engaging coalition members. * During Phases 3 & 4, advocates recruit coalition members and execute campaign tactics. There are many social media tactics and tools that can be helpful here, including organizing a photo campaign on Facebook and using tools like Four Square, Twitter, and Yelp. * After the ordinance has passed, the campaign enters Phase 5 in which social media helps solidify the campaign’s success, from congratulating a champion on Facebook to writing reviews of smokefree restaurants on Yelp.

Educational Experience: This presentation will go beyond social media 101 and teach participants how to use social media in their campaigns in a strategic and effective way.

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Benefits: Attendees will learn how to use social media in their campaigns in a strategic and effective way.