Workshop: Social Media for Advocacy

22 Oct, 2019

March 10, 2020
10 a.m.−4 p.m. ET
Washington, DC or Virtual

Whether you’re using Facebook, Twitter, Instagram, LinkedIn, Snapchat or the next big thing, social media is one of the most powerful tools in your advocacy toolbox. When leveraged effectively, social media can create opportunities to find, reach and engage advocates, recruit supporters and connect with policy makers.

This program is eligible for 3 Grassroots credits towards the Certificate in PAC & Grassroots Management and 3 elective credits towards the Public Affairs Management. As a CAE Approved Provider educational program related to the CAE exam content outline, this program may be applied for 5 credits toward your CAE application or renewal professional development requirements.


10:00 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 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

John Randall
Senior Vice President, Public Affairs and Crisis
BCW Global

11:00 a.m.         Networking Break

11:10 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.


Andrew Shoaff
Vice President, Customer Success

Ashley Smith

Ashley Smith
Associate Director, Grassroots Advocacy
The ALS Association

12:10 p.m.         Lunch

1:00 p.m.            Using Social Media 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. In addition, we will discuss how to use social to build your reputation as a thought leader.  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
·      How to leverage thought leadership on social


Trevor Martin
Digital Communications Manager
Pepco Holdings


Adam Meldrum
Senior Strategist, Digital Engagement

2:00 p.m.            Creating Dynamic and Engaging Social Content

Now that you are prepared with the strategy, you can being to develop engaging content that effectively uses visuals. Whether it’s taking advantage of free image editors like Canva or reusing previously created graphics, this session will delve into making your social media posts standout. Creativity can be learned, and it’s time that you bring these new skills to your social media program.


Tom Cochran
Partner and Chief Growth Officer

3:00 p.m.          Networking Break

3:10 p.m.            A Case Study: 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 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

Stacie Manger
Manager, Digital Communications
The American Forest & Paper Association

4:00 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: $595
  • Non-Members: $799

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