The document discusses using social media for advocacy and policy influencing. It outlines various social media tools like social networks, blogs, wikis, and microblogging. It emphasizes that target groups are often offline so social media should not be overestimated or underestimated. Several examples are given of campaigns that used YouTube, Facebook, Twitter, and blogs. Tips are provided on how to use the policy influencing cycle and social media at different stages, like defining issues, early messaging, campaigns, and assessing outcomes. Analytics and benchmarks are recommended to measure social media success.

3. Social media Landscape -Online interaction- Online conversations – Easy of use – Rapid sharing of information

4. Generational differences And blurring private en professional communication boundaries

6. But our target groups are offline! Don’t under- Estimate and Don’t over- Estimate…

7. Video http://www.youtube.com/watch?v=KHqnMxltYoE

9. Anti-mining campaign Palawan Youtube, Vimeo

15. Policy Influencing Cycle Identify the policy issue Primary beneficiary consultation Impact on primary beneficiaries Visibility: lobby, media, campaign Key audiences and targets Delivery of Final message Define policy issue Concerted action plan Resourcing action plan Birth of early message Stakeholders and interests Mapping of policy process Targeted networking Managing network dynamics 12710.232 Assessing outcome Fact finding

17. Early message: Participate, react, engage and share your stories online Weblogs, videos, podcasts allow you to share and invite comments

18. Campaigns: build online communities and call for action Sharing tips on earth friendly - practices

19. Find the right mix between offline and online actions ( and don’t forget the cellphone)