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I had a perfect storm of a project recently, and decided to write it up as a case study in how to manage a short-term social media campaign. I'll discuss tools, tactics and metrics -- hope you find it useful! At the beginning of December, Aspen Baker, the executive director of Exhale, wrote me an email. "I'm looking for a social media coordinator and web person for a short-term project," she said. "Interested?" I've always been a fan of Aspen's work at Exhale -- they're a nonprofit organization which provides the first and only nonjudgmental national, multilingual after-abortion talkline. One of the things I love most about Exhale, which I learned largely through their campaign, is their advocacy of "pro-voice" in dealing with abortion. Every woman's voice deserves to be heard; women (in numerous political contexts) don't need to be talked at, shamed, have numbers and percentages thrown at them as much as they need to be listened to, and told that they are loved.

Note: This how-to became quite popular, and I wanted to be clear that it is available for reposting and reuse for other campaigns, so long as you respect the Creative Commons license (Attribution non-commercial share-alike). THE INTRO For background on the #dearjohn campaign, check out these posts...

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