Too many things to do, not enough hands to get them done. Most, if not all, of us have been faced with this situation in our work and personal lives. I know I get frustrated when I have all of these great ideas, but not enough resources to follow through. If you are part of a non-profit or smaller organization, this probably resonates. Luckily, there's a lot you can do in digital advocacy - even without a dedicated team.
Embrace the Guest Blog
Position your thought leaders and subject experts in strategic online settings to broaden your reach and audience. It also shows that you are a committed partner who wants the best for that particular issue or topic. Likewise, building partnerships offline will likely increase potential online partners' willingness to work alongside you in the future.
Use Your Network
Take advantage when you have a compelling story to tell. Your excitement may catalyze a media entity's desire to amplify your narrative of its own accord, an asset to you when you don't have a social media communicator. Doing this will set a course for the future.
Turn Your Press Release Social
Organize both your own thoughts and those of your audience by explaining the essence of your story in a precise way. This helps them share your story over social media channels, as you have given them "sound bites" to copy. Include relevant partner links that they can post to provide more details.
Start your own personal social media account(s) and follow influencers and organizations who are most important to your priorities. From there, you'll see how traditional-media and new-media observers share and receive information.
Empower Your Employees
Employees already have conversations online and via social channel. Many of them want to help your cause, too! The first step is acknowledging that - then you can harness that enthusiasm in the best way, empowering employees to broadly share key messages.
Even if you don't have social media, your thought leaders can speak in cadences and phrases that lend themselves to being shared on social media. These "sound bites" can effectively make attendees your own social media team of sorts. If your leader addresses his or her audience in short sentences that can easily and quickly be fashioned into tweets, a meaningful dialogue--not just a one-way street--can begin online.
Make Your Website Social
Decide what social media and online platforms are most important to you and add prominent buttons to prompt users to share your content. This demonstrates that you understand that your message may very well reach a wider audience, and that you want to make your content accessible.
Some people "squat" on highly desirable social media account names, including Twitter handles. Avoid this by noting what brands, slogans, leaders' names, products and more you might want to obtain now to avoid unnecessary and potentially frustrating interactions later.
In addition to all of this, you also have a multitude of resources available to you at the Digital Advocacy Institute! Check out some of our past webinars and our Digital 101 series for help.