Zagging: Building Advocacy Through Digital and Social Media serves as a resource manual guidebook for students, professionals, and organizational advocacy leaders looking to develop their ability to effectively manage various digital and social media communication tools during and beyond the COVID-19 Pandemic. Social media consumption and engagement experienced a meteoric increase as over 4 billion globally now use social media since the Pandemic began in March 2020.
Most of us understand that in traditional marketing, we are usually competing against organizations that sell or promote the same things you do. On social media today, we are competing against the crowded news feed, which lets everyone know what else is going on globally and in real-time. Getting noticed or grabbing attention on social media today is at a premium considering there are over 60 billion posts made every 24-hours in addition to the 4,000 to 10,000 paid ads depending on which DMA (designated market area) you reside. Taking a ‘Zagging’ approach within this guidebook will help you navigate this crowded space and become the signal within the noise.
The first step for any organization is to start by determining and answering the question, why do you need to use social media at all? What value are you looking to gain from using it? The key is to focus on what your organization is trying to achieve and determine how digital and social media strategies align by supporting your goals and outcomes.
Authors Guy Danhoff and Lauren Krebs fill the need for a central resource that includes social media marketing industry reports, practical examples with peer-reviewed academic research, and best practices serving as the foundation for strategic digital and social media planning. Zagging: Building Advocacy Through Digital and Social Media incorporates strategies and tactics of growing influence, engagement, and impact through digital and social media using data analytics and key performance indicators to support its applied approach.
Learning Objectives
- Develop digital and social media materials to promote advocacy campaigns
- Analyze and evaluate the effectiveness of advocacy campaigns through data analytics
- Identify and demonstrate the best practices for digital and social media marketing
- Implement an integrated approach using digital and social media strategies and tactics
- Recognize the issues and challenges using social media platforms and tools
Value-Added Book Features
- Zagging: Building Advocacy Through Digital and Social YouTube Channel Book Companion, which provides the added benefit of updating book content in real-time, book reviews, how-to content (i.e., How to create a weekly show that gets views, How to develop and grow a YouTube channel, How to turn your Zig into a Zag, etc.) and live streaming webinars
- 21 Best Practices for effectively using digital and social media to drive desired outcomes
- Public Serve Announcements for addressing Cyberbullying & Cyber Harassment and Social Media & Mental Health
- Tips and tools managing digital and social media analytics for using data to drive decision making
- Featured Spotlights of several professionals from the field sharing their front-line insights and experiences
