CCSN's own Matt Handy's in-depth presentation on how to properly use social media in the context of advocacy.

1. Social Networking &
Advocacy:
the Obvious and Beyond

2. BEFORE YOU DO ANYTHING
Know what your core advocacy goals are!
http://www.worldventure.com/view.image?id=1348

3. YOUR ADVOCACY GOALS
Who are you trying to
engage?
What is the best type of
media to engage your
intended audience?
The answers to these
questions will
determine which social
network(s) will be best
for you! http://www.letterbirdcreative.com/wp-content/uploads/2012/02/
twitter_question_mark.png

4. TRIED & TRUE SOCIAL NETWORKS
and 5 reasons to use each of them.

5. TWITTER
1. Political decision-makers
are on Twitter
2. Reach a broad audience
3. Easy to network
4. Simplest form of social
media
5. Multiple people can
manage 1 account

6. FACEBOOK
1. Massive user base
2. More interactive than
Twitter
3. Personalized
4. Twitter link is extremely
useful
5. Manage your organization
through your personal
account

7. MANAGING A FACEBOOK
ORGANIZATION PAGE
Linking to a personal account is
easy and much more convenient
than managing two fully separate
accounts
While signed into your personal
account, go to:
www.facebook.com/pages/create
Choose the type of page you’d like
to create (business, organization,
etc.)
Comes with downsides, however:
personal account can be exposed

8. #HASHTAGS: A QUICK GUIDE
What are they, and why are they important?
• Keywords that allow users to find discussions relating to a certain word, phrase, event or
topic
• Used on many networks including Twitter, Instagram, Tumblr, and now Facebook as well
• They categorize your tweets, allow others to find your organization
How to use them to further your cause
• They are a great tool to help users find your content
• They can help categorize the type of content you want to promote
• #cdnpoli, #bonehealthincancer

9. #HASHTAGS: A QUICK GUIDE
They are KEYWORDS, #so don't
hashtag random words #for no
#reason
Using too many hashtags #can
#annoy #your #audience #and
#make #you #seem #desperate
Hashtag important words - e.g.
#cancer, #advocacy and #survivor
will always turn up related results
It's also very important to pay
attention to trending topics and use
them to your advantage

10. BLOGS
1. Customizable platforms
2. More detailed and in-
depth stories
3. Very personalized
4. Deep interaction with
audience
5. RSS feeds can drive traffic
to your website/other
social media

11. YOUTUBE
1. Once again, massive user
base
2. Integration with other
networks
3. Outstanding content has
the capacity to ‘go viral’
4. Very comprehensive
analytics
5. Consistency is key

12. LINKEDIN
‘Professional’ version of
Facebook
Supports company profiles
Stay in touch with other
professionals/groups in a
professional environment
If your audience is other
professionals, use this!
225 million users

13. BEYOND THE OBVIOUS
and why they should be obvious!

14. INSTAGRAM
Excellent for events
Large user base
Integration with
Twitter, Facebook,
Tumblr & more
Hashtags can be used
Now video-capable as
of June 20

15. VINE
Network for posting short 6-
second videos captured with a
mobile device
May be irrelevant now
because of Instagram
Also great for events
Allows for more
comprehensive posts
Integration with Twitter and
Facebook makes up for small
user base

16. TUMBLR
Network of blogs
Allows for more
interaction than other
blog sites
Tight-knit community
Emotional or thought-
provoking posts are very
common

17. OTHER NOTABLE NETWORKS
Vimeo: can be used along with
YouTube
SoundCloud: audio clips or
interviews
Twitch: live streaming events

18. USEFUL TOOLS
to make your social media experience easier & more enjoyable.

19. TWEET DECK
Tweet scheduling
Multiple accounts
Feeds based off of trends,
people, interactions, etc.
Global filters
Different themes
HootSuite is another option

20. SLIDESHARE
Tool to share slideshows online
Embed presentations in your blog
Share to all your social networks
Discover other slideshows

21. SOME CHALLENGES
and what you can do to overcome them.
http://storage.theinformationdaily.com/images/medium/200.jpg

22. CHALLENGES
How much should I be posting?
What can I do to stand out?
What kind of content should I post?
Which networks should I be using? (or not be using)
http://3.bp.blogspot.com/-F5yqWd2GZro/Ty0ZY6nURvI/
AAAAAAAACJM/92ntfbioTDE/s1600/Twitter-Bird-officiald31850.png

23. FUTURE TRENDS
and how to keep up with them!

24. GOOGLE+
Nobody uses it because
nobody uses it (Facebook
market dominance)
Google is slowly beginning to
dominate social media
Alternative to ‘MomBook’ for
younger generation
343 million active users (about
1/3 of Facebook’s user base)
Very integrated with YouTube

25. PINTEREST
One of the fastest
growing networks
Very easy to use
consistently
Directs traffic to the
sources of your images
Use this if your desired
audience is women!

26. HOW TO KEEP UP
Consistency is key
Healthy mix of
outside sources
and original
material
Stay up to date on
tech news
Show your
audience you care
and they will as
well!

27. RESOURCES
E-Advocate Network (http://www.e-advocate.org/)
Canadian Medical Association (http://www.cma.ca/advocacy/social-media-
canadian-physicians)
American Library Association (http://www.slideshare.net/crr29061/social-
media-and-advocacy)
Drinker Biddle & Reath LLP (http://vimeo.com/64802200)
Community Toolbox (http://ctb.ku.edu/en/tablecontents/sub_section_main_1266.aspx)

28. QUESTIONS?
Tweet me @matthewhandy1
Send an email to
matthewhandy1@gmail.com
Or ask me right now!

29. Canadian Cancer Survivor
Network Contact Info
Canadian Cancer Survivor Network
1750 Courtwood Crescent, Suite 210
Ottawa, ON K2C 2B5
Telephone / Téléphone : 613-898-1871
•E-mail jmanthorne@survivornet.ca or
mforrest@survivornet.ca
•Web site www.survivornet.ca
•Blog: http://jackiemanthornescancerblog.blogspot.com
•Twitter: @survivornet.ca
•Facebook: www.facebook.com/CanadianSurvivorNet
•Pinterest: http://pinterest.com/survivornetwork/