1. High Impact eAdvocacy
Spectrums of Engagement
Twitter Facebook Blogging Email Website
TARGET AUDIENCE
Knows you; wants constant information Potential supporters, learning about
and details about your work. your work and organization.
TONE, VOICE, & CONTROL OF MESSAGE/BRAND
First person singular “I” ; First person plural or third person,
Informal and fun. “we” or “the organization.”
Shared with audience. “Traditional” organizational control.
FREQUENCY OF MESSAGE
Frequent—can be daily or even more often. Less frequent—weekly to monthly.
MATCHING TOOLS TO MESSAGE
Late-breaking news, real-time updates, Planned messaging, measured
teasers, opportunistic asks or deals. narrative. Urgent alerts, intentional
asks.
TIME & LABOR INVESTMENT
Substantial, tending toward 24/7 Manageable, based on past patterns.
www.aspirationtech.org/downloads/training/eadvocacy/berkeleylabor/2010/04_SpectrumsOfEngagement.pdf