This resource is part of our Communications Toolkit for Civic & Nonprofit Tech.
We’ve collected some resources from around the web to help guide you through your organizational communication strategy.
Is it ethical to use social media?
Corporate social media platforms would like you to think they are neutral channels delivering information to people. In fact, the companies behind the large social media platforms are some of the biggest for-profit companies in the world, and they make that money (for the most part) by gathering as much user data as possible so that they can targeting ads as precisely as possible. Social media’s UX features, privacy and security, and moderation practices all exist in service of attracting users, increasing engagement, and targeting advertisements.
We’re guessing this mission doesn’t exactly match your values. You’re probably not that enthusiastic about encouraging your community to “engage” on social media in order to feed the data machine.
Alternatives like Mastodon offer an appealing way to use social media in a way that better matches our values. At the same time, many of us can’t afford not to be on corporate social media. We may need to get our message out and reach a more mainstream audience. How do we manage these competing priorities?
Digital strategist Keidra Chaney has written in Nonprofit Quarterly about the tradeoffs values-driven organizations should consider when developing their social media strategy. Her article is a must-read and will help you make key decisions that show your audience who you are. After all, the medium is the message.
How to create a campaign
Do you have a certain issue or message you need to get the word out about?
This could be something linked to current events, such as an urgent legal, policy, or human rights issue. Maybe there is a unique and timely opportunity to create momentum and change. Social media is a great fit for this kind of issue, since new posts with a clear call to action will show up on the top of people’s feeds.
However, many important issues are seen as harder to communicate because of a lack of built-in urgency – particularly issues that have been around for a long time and aren’t going away anytime soon. A communications campaign can also help here, giving you the opportunity to craft a sharp and timely message.
This guide from the Council of Europe is tailored towards human rights organizations will help you plan a campaign around a particular issue.
How to communicate with care and safety
Many of us need to think about safety when we plan our communications – whether that’s the safety of our organization, the safety of the people we serve, or both. Tactical Tech and the Association for Progressive Communication have published these manuals and case studies for how to create safe(r) online spaces. A must-read, especially if you work near topics such as gender, harassment, sexuality, or sex work.
From social media to movement-building
Let’s move beyond clicks, shares, and likes: what is the real-world effect you want to see from your communications?
This guide from Civicus leads you backwards through designing your communications, starting with the result you want to achieve. We highly recommend this toolkit for anyone who wants to develop their movement and turn ideas into action.
This toolkit was developed with the support of the Open Technology Fund Learning Lab. Got feedback? Want to work together? Please write to us at [email protected].