M O 7

T W I T T ER U
L
C ON C E P T
SE

Digital Advocacy Center Training

 CO NT E NT CA L E ND (FRO MO D U L E
AR M 5)

WHAT IS IT?

A content calendar is a
way to plan and organize
your social media content
ahead of time to make
sure you’re following best
practices (high quality,
balanced, and consistent).
G O A L SO F TH I S T RA I N
ING

After this training, you should have a

strong understanding of:

1 Why you should use Twitter

2 How to use Twitter

3 How to grow your following

4 Where to find sample

Twitter posts
 TW I TTE R B
E ST P R A CT I
CE S

Consistency: Post
every day
Optimize based on
data (time of day, 4
past engagement) 5
2 Engagement:
Respond to 100% of
follower comments
3 within 24 hours
In a few words:
1 140 characters or
Visual: Include a photo less
or graphic with each
post
WHO IS THIS
FOR?

This class is for someone that…

Doesn’t use Twitter frequently but
wants to launch a Twitter account
for their organization

Launched a Twitter account for

their organization but it’s not
taking off (less than 5,000
followers, not much
engagement)
 WH Y US E T WI T T E
R?

100 million daily Often the #2 Source for

active users network breaking news
worldwide

Grasstops Live Twitter doesn’t

accessibility engagement throttle reach
opportunities
 WH O C AN Y O U RE AC H ON
T WI T T E R?

Decision Makers &

Key Opinion Leaders
Tweets can be
used to target
Traditional Media
groups online. You
should be using
the PowerMap you
developed in
Public Awareness
Module 2 to find
the right targets on
Twitter.
Public Action
 DE C I S I O N M AK E RS AN
D KEYOPINION
L E ADE RS

This high performing tweet

shares the Department of
Housing and Urban
Development’s new policy
requiring all public housing to
be smoke-free.
 T RADI T I O N AL M
E DI A

This high performing

tweet shares the fact that
smoking rates among
young girls is surprisingly
high in Nigeria.
 P UB L I C AWARE N E S S

This high performing

tweet shares the fact that
smoking increases the risk
of catching the flu by
weakening the immune
system.
 P U BLI C A C T I ON

This high performing

tweet encourages users
to join Stoptober. Stop
smoking for 28 days and
you’re five times more
likely to quit for good.
 E X PE C TA TI O N S

Tweet 3-5 times per day

• High-quality, balanced content
• It’s okay to repurpose content from
While powerful, it takes Facebook!
consistent work to build
the drumbeat and grow Engage with your followers
your community. To be and the tobacco control
successful, you must: community every day -- 80%
of your Twitter content will
be created on-the-fly
Twitter Basics:
Newsfeed
Profile Page
• Make sure you have a
profile picture and
cover photo!
• Metadata helps people
find you through Search
Engine Optimization
 TYPE S O F TW E
E TS

1 Text-only (140
characters maximum)

2 Image

Video
3 Note: When Images and Video
are added to a tweet, the link to
that media will take up some of
your 140 characters so plan your
copy accordingly!

4 Direct Message
 TYPE S O F ENGAGEME
N TS

1 Retweets 4 Tweet clicks

2 Likes 5 Link clicks

3 Replies
B R IE F D E F IN IT IO N
S

▪ Tweet: Your short message of 140

characters or less
▪ Retweet: Sharing someone else’s
tweet -- either word-for-word, with a
personal comment or modified, which
is sometimes called an “MT” for
Modified Tweet
▪ Like: Similar to “Liking” on Facebook
▪ Reply: Your reply to a tweet -- may or
may not show up in your timeline
▪ Direct Message: You can send private
messages to one or more people that
are following you
 TAGGING DECISION MAKERS,
TRADITIONAL MEDIA AND KOLS
ADD A COMMENT TO
Y O UR RT
Liking
• Great way to engage
with handles you’re
following
• Passive advertising
Replying
• Replies do not show up in
your feed unless you add a
“.” before the @handle you’re
responding to
• Replies are not private –
they will show up on
your profile page
Replying with “.”
appears in your
main feed
Replying without “.”
appears in tweets
and replies
Use Direct Messaging for Privacy
Private

No limit to characters

You can start a private conversation

with anyone that follows you

You may enable a setting to

receive Direct Messages from
anyone
○ If you do this, be sure to
check the inbox and reply to
messages!
Retweeting
Hashtags
Sort conversation on Twitter

Only use when relevant

Don’t #spam with #hashtags

1-2 per tweet is best

Decide which hashtags to use

for your campaign (organize in
your content calendar)
 L EVE R A G E A LL TYP
ESOF H A S HT A
GS

Tobacco Social Media Local

Branded Hashtags
Hashtags Hashtags Hashtags

#Tobacco Examples: #MotivationMonday Examples:

#NoTobacco #TobaccoFree254 #FollowFriday #Mexico
#TobaccoFree #TobaccoKillsUG #SocialMedia #TobaccoFreeKenya
#QuitSmoking #StopMarlboro #YoApoyoLeyTabaco
#TobaccoControl #LBSB
#Health
 S E A R CH T O B A CCO
H AS H T AG S E V E RY
DAY

● Search for tobacco related

hashtags every day to find
content that you can use.

● Retweet relevant content and

be sure to add your own
comments!

● Engage with people you’re

following -- this will help
establish your profile
 T R E ND I NG TOPI
CS

Trending topics help you find popular

hashtags for the day. In addition to
global trends, you can also find out
what people from your region of the
world are talking about.

Crafting your content to piggyback off a

trend is a good way of getting your
content noticed.

E.g.: If it is #worldnotobaccoday, then

you can use that in all your tweets as
you talk about health harms or policy
recommendations.
 AL WAY S RE AD B E F
O RE Y O U T WE
ET

This is an excellent example of how

piggybacking off trends blindly can
result in a disaster.

#WhyIStayed was about domestic

violence and the stories of women
who were survivors. This pizza
company piggybacked off the trend
without paying attention and ended
up looking foolish and callous.
 C R E A TE TW I L I S TS
TTE R

● A Twitter List is a group of

Twitter users that you can
curate to easily read all of
their tweets in one stream.

● Twitter Lists make

monitoring conversations
easier, which will save you
time when looking for
opportunities to engage!
 MO NI T O R A ND R E S P
O ND TO TW I TTE R
LIST

You should monitor your

Twitter list daily and respond to
appropriate content from the
list. Having pre-chosen who
you are following via the list,
you can rest assured that most,
if not all of the content, will be
related to your work.
 WHO TO F
OLLOW ?

Decision Makers Local Partners

Journalists Tobacco Control

CSOs

Relevant Key Health

Opinion Organizations
Leaders
Social Anyone
Influencers Engaging With
Your Content
 T OOL S P OT LI G H T H OOT S U I T
: E

● Advanced tool for

scheduling Tweets

● List feeds
 WAY S T O G RO W
Y O U R CO MMU NI T Y

1 2 3

FUEL your Active and Find and initiate

conversations by passive conversations
following Twitter invitations
best practices
 TW I TTE R
E ST P R A CT I
CE S
Use Hashtags: Identify the
hashtags you’d like to use --
general, local and campaign-
specific and include 1-2
hashtags in each tweet
B
Leverage Images in as
many Tweets as you
can -- they get 100%
more engagement
4

3
1 Engage Influencers: Follow
influencers and create lists
Five is the Magic Number: that segment the people
Tweet 3-5 times per day you’re following for easier
This includes responding to engagement
followers and RT’s!
AC T I V E AN D P
AS S I V E IN V IT A T
IO N S

ACTIVE PASSIVE
INVITATIONS INVITATIONS

1 Email partners and supporters Add to your website

2 Ask KOLs to share Promote at events

Invite current followers of Add a link to

3 your email
your personal Twitter
account if you have one signature
 F I ND A ND I NI T I A T E CO NV E R S A T
I O NS
This is 80% of your content on Twitter

Trending Topic on Twitter Post when relevant

S CR E NS H A R E : F I ND I NG TWEETS
ON T H E DI G I T ALADV O C AC Y C E
NTER
 G RO WI N G
F O L L O W I NG
E ME NT
The main goals of posting
regular content on Twitter
are as follows:
● Increasing numbers of
followers and rate of
engagement.
● Getting to a point where you
are considered an authority on
tobacco control issues
● Grabbing the attention of
decision makers & KOLs on
Twitter by targeting them on
specific campaign goals
Y O UR T WI T T E R
A ND E NG A G
In order to achieve this, you must:
● Post at least 5-7 times everyday
● Retweet and reply to people
working in the same space as you
● Frame your Tweets as an ask/call
to action so people are prompted
to engage with your content
● Use images as much as you can
for increased engagement
 A TYP I C A L S O C I A L
MEDIAMANAGER’
S W EE K

Monitor, Respond, Seek Opportunities 3x’s/day Outlining calendar once per month
MONDAY
TUESDAY Monitor, Respond, Seek Opportunities 3x’s/day Write copy for next week (M-S)

WEDNESDAY Monitor, Respond, Seek Opportunities 3x’s/day Create/curate images for next week

THURSDAY Monitor, Respond, Seek Opportunities 3x’s/day Schedule and review posts (F-Th)

FRIDAY Monitor, Respond, Seek Opportunities 3x’s/day

SATURDAY Monitor, Respond, Seek Opportunities once a day

SUNDAY Monitor, Respond, Seek Opportunities once a day

 S C RE E N S H ARE : U S I NG YO CO NT E NT
UR
C AL E N DAR

● Note: Don’t auto-connect

your Facebook and Twitter
accounts -- it looks spammy
and fake

● You can post similar content

on Facebook each day

● Pro tip: Add a character count

to your calendar so you don’t
exceed 140 characters
EX ER C I S E: ADD T WE E T S TO
Y O UR
CO NT E NT CA L E ND A
R
NEXT You have now completed MODULE 7 of 12 of Track 1.

ST E P S :
You can move on to Module 8. Module 0 is compulsory and Module 5 is
highly suggested to create a content calendar for your Twitter campaign.
Use this table to navigate through the remaining Track 1 modules

TRACK 1: MODULES STATUS

0: IS YOUR ORGANIZATION DIGITAL READY?
1: HOW TO USE DIGITAL TO WIN YOUR CAMPAIGN
2: HOW TO DESIGN A DIGITAL CAMPAIGN
3: HOW TO CREATE A POWER MAP FOR YOUR CAMPAIGN
4: HOW TO CREATE A MESSAGING FRAMEWORK FOR YOUR CAMPAIGN
5: HOW TO MANAGE CONTENT & COMMUNITY ONLINE
6: HOW TO CREATE & USE A FACEBOOK PAGE
7: HOW TO CREATE & USE A TWITTER ACCOUNT 50%
COMPLETE
8: HOW TO SET UP AND MONITOR INDICATORS OF SUCCESS
9: HOW TO USE FACEBOOK INSIGHTS
10: HOW TO USE TWITTER ANALYTICS
11: HOW TO USE DIGITAL TO SUPPORT YOUR LOBBYING EFFORTS
12: HOW TO SUPPORT IMPLEMENTATION OF POLICIES WITH DIGITAL
THANK

YOU