Miss our webinar this morning? Here’s a recap of 5 insights to supercharge your advocacy efforts as you navigate the final stretch of this legislative session.
The importance of leveraging digital tools to amplify advocacy efforts has never been clearer. Social media has transformed from a simple communication channel into a strategic tool for gauging public sentiment and understanding organizational stances on policy issues. For California’s legislators and the Governor, platforms like X and Instagram are not just about updates—they’re about engagement and insight.
- Bridge the Gap - Digital advocacy is a dynamic way to extend your message far beyond the traditional sphere. By harnessing digital platforms, you can amplify your advocacy efforts, reaching a highly customized audience more quickly and effectively. Whether engaging with policymakers or rallying public support, social media acts as a powerful amplifier.
- Agenda-Set - The ability to shape and drive agendas through social media cannot be underestimated. By framing policy issues and leading conversations, you’re proactively driving what's on the radar of the 121 – 80 Assembly members, 40 Senators and Governor (1) along with legislative staff, capitol insiders and media.
- Embrace Modern Digital Advocacy - In a post-pandemic world, digital advocacy is a cornerstone of effective outreach. Gone are the days when a mere digital presence is enough. Leveraging digital tools MUST be a part of a multi-faceted strategy. This evolution underscores the importance of adapting to stay relevant and effective in a rapidly changing landscape.
- Employ a Multi-Channel Approach - An effective public affairs campaign leverages the PESO model to maximize message reach: Paid Media: Paid media including programmatic ad buys. Earned Media: Secured stories and op-eds. Shared Media: Content distributed across social platforms like X (formerly Twitter), LinkedIn, Instagram, and Facebook. Owned Media: An organization’s own platforms (website, etc.) While earned media remains a foundational element to any program, the digital shift has highlighted the increasing importance of shared and owned media. During the pandemic, these channels became essential for reaching audiences and set the bar high for the need for elevated content quality.
- A Winning Digital Advocacy Approach Combines Traditional Social Media with Paid Digital - To achieve the greatest impact in digital advocacy, combining social media (shared media) with paid digital is key. A strong social media presence establishes brand and organizational credibility and provides the opportunity to message more broadly on issues, while paid digital media offers precision and the opportunity to be more tailored in messaging to impact specific audiences. Integrate these approaches to optimize your advocacy efforts and enhance overall effectiveness.
