Virtual Workshop: Social Media for Advocacy

02 Apr, 2021

September 15, 2021
1:30 p.m. – 4:15 p.m. ET

Whether you’re using Facebook, Twitter, LinkedIn or trying new platforms like TikTok, social media is one of your most powerful advocacy tools. When leveraged effectively, social media can create opportunities to find, reach and engage advocates, recruit supporters and connect with policymakers.

This program is eligible for 3 Elective credits toward the Certificate in PAC & Grassroots Management and 3 Elective credits toward the Certificate in Public Affairs Management. 


1:30 p.m. Social Media Content Strategy and Planning

A creative social media presence that engages your target audiences doesn’t happen overnight. Preparation and planning are key.

Hear from a communications expert who will share how to:

  • Successfully create a strategic social media campaign by setting target audiences, goals, and key metrics
  • Utilize project management systems or tactics to breakdown silos and craft better social content
  • Build a content calendar and manage multiple content streams
  • Understand where your audience is and what type of content they truly want

Shana Glickfield
Beekeeper Group
@BeekeeperGroup  @DCconcierge


Claire Jurkiewicz
Senior Director, Marketing Strategy & Digital Innovation
National Association of Manufacturers

2:15 p.m. Networking Break

2:30 p.m. Strategies and Tactics for Advocating on Social Media

This session will delve into one of the newest tools in the advocacy toolbox – the ability to use social media and video to engage legislators, the general public, and to influence policy. While email is still the most widely used form of outreach to policymakers, social and multimedia can influence and drive lasting impact. Join our advocacy expert for a session on effectively using Twitter, Facebook, video, and other forms of media to petition members of congress, state lawmakers, and federal regulators and raise awareness about key issues.


Anthony Shop
Co-Founder & Chief Strategy Officer
Social Driver

Ory Jeb

Jeb Ory
Co-Founder, President and Chief Strategy Officer

3:45 p.m. A Case Study: How to Manage a Social Media Advocacy and Public Affairs Campaign

A comprehensive social media campaign can drive advocates to take action, shape the conversation around a policy issue or even directly influence the most important stakeholder. Two communications experts will cover:

  • What it takes to run a successful social media campaign
  • When to use social media to drive grassroots actions and when organizations can use social media to amplify their public policy messaging
  • A case study from an organization that successfully leveraged social media for public affairs

Sean Brown
Vice President, Public Affairs and Digital Strategy
Federation of American Hospitals

4:15 p.m. Adjourn

Event Location

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This program will be hosted in a secure virtual environment. 

*Participants joining the program virtually will receive an email one week beforehand with instructions for logging on to our web-based platform. On the platform, they will be able to listen and participate through any computer or internet-enabled device, see a video of the speakers, and ask questions and participate in the discussion via a chat box.


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Register Online

  • Members: $369
  • Non-Members: $499

Additional discounts may apply to this meeting. These discounts may include:

For multiple registrants: A discount will apply to the standard member/non-member rate for organizations that register two or more participants for the same meeting. The first registrant will pay full price, the second participant will receive a 10% discount and each additional registrant will receive a 15% discount. To register multiple participants, you may either register online or download the print and fax registration form.

Member discounts: Discounts for members are applied to all Public Affairs Council meetings.

Non-members: Join the Council today, and save by registering at the member rate and using the $200 new-member coupon you will receive. Contact our membership team for information about joining the Council.

Questions? Contact us at 202.787.5950.


Nick DeSarno
Director of Digital and Policy Communications
202.787.5971 | email