Workshop: Social Media for Advocacy

04 Dec, 2018

March 28, 2019
9 a.m.−12:15 p.m. ET
Washington, DC or Virtual

Approximately 70 percent of all U.S. adults regularly use social media. When leveraged effectively, it can create opportunities to find, reach and engage advocates. Public affairs professionals must stay apprised on how to use a variety of social platforms and must know how to increase advocacy engagement or grow policy issue awareness for their organization.

This program is eligible for 2 grassroots credits toward the Certificate in PAC & Grassroots Management.

As a CAE Approved Provider educational program related to the CAE exam content outline, this program may be applied for 3 credits toward your CAE application or renewal professional development requirements.


9:00 a.m. Social Media Content Strategy and Planning

A creative social media presence that engages your target audiences doesn’t happen overnight. Preparation and planning is 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 break down silos and craft better social content
  • Build a content calendar and manage multiple content streams
  • Understand where you audience is and what type of content they truly want

 Shana Glickfield
The Beekeeper Group


Kelly Hicks
Senior Manager, Online Communications
American Academy of PAs

9:50 a.m. Advocating on Social Media

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

Stouffer_Stephanie (2019)

Stephanie Stouffer
Senior Account Manager

10:25 Networking Break

10:35 Using Social Listening to Protect Your Online Reputation 

This session will discuss the cutting-edge technologies that can help your organization listen to online conversations about key issues, and how to respond successfully to the public, policymakers and the media. You’ll find out:

  • How to find, identify and track key online supporters, influencers, policymakers, opponents and target audiences
  • How to determine your organization’s target keywords so you can track the correct policy discussions online
  • Which social media comments warrant a response and when to leave them alone

Amy Fraser
Director, Strategic Communications
Grocery Manufacturers Association

11:20 Managing Social Media Advocacy and Public Affairs Campaigns

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 stakeholders. 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

Christina Brathune
Senior Account Executive

 12:15 p.m. Adjourn

Event Location

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Public Affairs Council
2121 K Street, NW
Suite 900
Washington, DC 20037
Phone: 202.787.5950

*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