RCC scholarship recipient leads DC chapter in workshop on stages of a social media campaign

WASHINGTON – Meg Biallas has come full circle.

As a Religion Communicators Council Scholarship recipient Biallas participated in the organization's 2009 national convention in Boston. On Nov. 14, 2012 she led a workshop on the elements of a social media campaign for members of RCC's DC Chapter.

Using a successful social media campaign she oversaw at Shepherding the Next Generation, which is a group of pastors and ministry leaders committed to speaking out on behalf of children at risk, she described how to execute an effective social media campaign, how such campaigns dovetail with traditional media strategies, and the various tools available to communications professionals to help them reach their goals.

She said a social media campaign's purpose – at least for an advocacy organization, generally, is to drive the audience to a particular action by leveraging social media channels and engaging the audience in two-way communication.

She broke the elements of a campaign into five stages – listen, learn, execute, engage and measure success.

Listening, she said, involves paying attention to what people – including your constituents – are saying in the various social media applications. To do that, she suggested creating a listening dashboard to keep track of information on blogs, Twitter and Facebook posts and comments on news stories. Setting up Google Alerts is useful for this purpose, she said.

Learning from organizations within your industry and from other industries is also important, she said, as is implementing tactics to engage audiences, including reporters, in a dialogue. Calling the audience to action with specific ways to act and creating desirable, sharable content such as photos, videos, Facebook banners and blog posts is vital to executing the campaign.

Measuring the campaign is an often-skipped but important step in the campaign, she said. Facebook Insights and Google Analytics are free tools that can suggest what worked and what did not, so you will know for the next campaign you plan, she said.

View slides from Meg Biallas presentation

 
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