Civic 2.0 Module 1 Civic Engagement and Accessing Government Websites Instructor Guide

Civic 2.0 Training Course
Module 3 Social Networking for Community Organizing
Instructor Manual
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2 Civic 2.0 Module 3 Instructor Guide

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Module 3. Social Networking for Community Organizing 3
© Copyright 2011, Blue Ocean Logic

Table of Contents
Module Objectives.............................................................................................................7
Why Use Social Networking for Community Organizing?....................................................8
How to Create a Social Media Presence ...........................................................................11
Step 1: Understand Your Organizations Social Media Goals...............................................11
Exercise 1: A Case Study – Part I.........................................................................................12
Step 2: Select Your Social Media Tools...............................................................................12
Organization Website......................................................................................................12
Blogs and Microblogs......................................................................................................13
Step 3: Create Valuable Content.........................................................................................15
Step 4: Connect to Social Media Websites..........................................................................15
Example 1: Effective Website Design for Social Media Campaigns....................................17
Exercise 2: Setting Up Social Media Tools..........................................................................18
Exercise 2-1: Researching Website Creation..................................................................19
Exercise 2-2: Creating a Twitter Account........................................................................20
Exercise 2-3: Creating a LinkedIn Account......................................................................21
Exercise 2-4: Creating a Blog..........................................................................................22
Using Facebook for Community Organizing......................................................................25
Finding Friends and Acquaintances for Your Organization.................................................27
What is a Friend Suggestion?...............................................................................................27
What’s the Process? How Do You Begin Using Facebook?...............................................28
Creating a Facebook Account..............................................................................................29
Creating a Facebook Group.................................................................................................30
Assigning Administrator Rights for a Facebook Group........................................................31
Creating a Facebook Page....................................................................................................31
.............................................................................................................................................33
Linking Your Facebook Page to Twitter...............................................................................34
Linking a RSS Feed................................................................................................................36
Useful Facebook Applications for Community Organizing..................................................37
Example 2: Organizing Social Media Campaigns................................................................38
Example 2-1: Organizing a Group: Affordable Housing Leadership Group...................38
Example 2-2: Organizing a Cause: Food Co-Op.............................................................39

Example 2-3: Organizing a Campaign: Local Aldermanic Elections..............................40
Example 2-4: Organizing a Fundraising Event: Afterschool Programs..........................41
Summary.........................................................................................................................42
Knowledge Check.............................................................................................................43
Lesson 1: A Case Study – Part II..........................................................................................43
Lesson 2 – Multiple Choice and True/False.........................................................................44

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Social Networking for Community Organizing
Module Objectives
In Module 3, you will be introduced to Social Networking for
Community Organizing, specifically how to use social media tools to
engage and attract people in support of your organization or a
particular cause, whether it relates to fundraising or marketing a
product or service.
Upon completion of this module, you should be able to:
• Explain why it’s important to use social media to connect to a
larger audience
• Explain how to setup and organize social media for community
organizing
• Be able to visualize how social networking can be used to engage
people for fundraising or promoting causes

Why Use Social Networking for Community Organizing?
What does “Social Networking for Community Organizing” mean?
Social Networking is very popular in today’s digital world. It
represents the varied ways that people connect on-line (i.e.,
Facebook, Twitter, to name a few).
The term Community
Organizing has been
around for decades.
Although community
organizing is loosely
defined, it tends to bring to
mind a person or persons
actively working to bring a
group of folks together to
discuss, protest, and/or
support a common cause.
Putting the terms social
networking and
community organizing
together simply means
expanding traditional community organizing efforts to include the
digital arena and use of the Internet.
Most Social Networking sites offer features that allow members to
connect within unique groups referred to as communities.
Many social network sites organize communities and offer features
that are beneficial to local, national, and international organizations
and businesses. These communities utilize a variety of tools such as
blogs, wiki pages, photo/video sharing, and much more, all dedicated
to a group or groups specific approach to sharing information.
Let’s consider the 2008 social media campaign efforts of Barack
Obama!
As presented in Wikipedia, Barack Obama was noted for his effective
use of the Internet to rally supporters and make his policies known
during his 2008 campaign for President.
(http://en.wikipedia.org/wiki/Barack_Obama_presidential_campaign,_2008)

"The integration of technology into the process of field organizing … is
the success of the Obama campaign," says Sanford Dickert, who
worked as John Kerry’s chief technology officer for the 2004
campaign. "But the use of technology was not the end-all and be-all in
this cycle. Technology has been a partner, an enabler for the Obama
campaign, bringing the efficiencies of the internet into the real-world
problems of organizing people in a distributed, trusted fashion."
Obama’s use of the Internet targeted 18 to 29 years old voters, the
age group most reliant on social media for political information
about the election.
Through blogs, forums and
social websites such as
MySpace and Facebook,
Obama built relationships with
his supporters, and would-be
supporters. He developed an
upfront, personable and face-
to-face quality that gave his
supporters a sense of security
and trust, which inspired them to rally others in their local
communities. The supporters of Obama themselves formed a nation-
wide online community to support his campaign.
Central to Obama’s social media activity was his campaign website
The Obama campaign website provided useful and effective tools,
such as the Neighbor-to-Neighbor online tool on (My.BarackObama.com),
allowing community organizers to quickly reach large numbers of
voters within a short period of time. Online communication
connected Obama supporters efficiently, engaging them in social
activities such as sign making and door-to-door petitioning, as well as
simply discussing their opinions about policies and issues they
supported along with Obama.
The Obama web campaign used a consumer marketing approach to
organize individuals in groups and target them according to their
unique interests.
Political communications were tailored to specific audiences based on
the profile data collected about them. This data was collected via
email campaigns, surveys on the Obama website and other online
resources. Website surveys were designed to take very little time to

"The integration of
technology into the
process of field
organizing … is the
success of the Obama
campaign."
complete. Voters requested and received more detailed surveys
through email. From the information gathered via these surveys,
voters received Obama campaign messages tailored to their specific
beliefs.
Marketing based on survey data also enabled effective grassroots
organizing through the website.
Data gathered from the website identified Obama’s most dedicated
constituents by tracking how often a person visited and when. The
campaign team then targeted and encouraged activists in contested,
winnable areas, using website programs like Neighbor-to-Neighbor.
All of his policies were made available online, and updates were sent
to the subscribers of his political party via email and text message,
ultimately increasing his popularity among youth voters. An
unprecedented communication strategy was the "online call tool”.
During the course of the campaign, more than one million calls were
made from residential, personal laptops and desktops to voters in
local communities throughout the country.
Without a doubt, this social media campaign helped to elect
Obama President. To see an example of how Social Networking for
Community Organizing can be effectively used, visit Organizing for
America at http://www.barackobama.com.

How to Create a Social Media Presence
We have a cause or project that we’d like to get a large group of
people involved in. How do we create a Social Media Presence?
There are four basic steps to creating a Social Media Presence:
1. Step 1: Understand Your Organization’s Social Media Goals
2. Step 2: Select Your Social Media Tools
3. Step 3: Create Valuable Content
4. Step 4: Connect to Social Media Websites
Step 1: Understand Your Organizations Social Media Goals
Defining the goals of your organization and identifying the
audience you’re attempting to engage are a critical first step to
creating a Social Media Presence, as they lay the foundation for
the other three steps.
Community Organizing: Online social networks offer another
vehicle to promote service/civic engagements as well as support
political or social issues. These can be accomplished by creating
groups, blogging about a topic, issuing surveys, taking polls and
more. Social networks can help to promote volunteerism,
collaboration, activism, and problem-solving among members.
Community Organization Marketing: Social networks for
marketing allow community organizations to engage potential
supporters, develop meaningful relationships with others in their
local and global communities, position themselves as resources to
their constituents and raise funds for their organization and
causes

Exercise 1: A Case Study – Part I
Throughout this module, you will build a foundation for using social
networking in your community organizing efforts.
Take a moment and think about a project that will bring together a
group of individuals for a specific purpose. Describe that project
here, along with your goal or goals for connecting this group of
individuals. List your audience. Share your ideas with the class.
Project or Cause:
Goal or Goals:
Audience:
Step 2: Select Your Social Media Tools
Considering all of the tools available to reach a larger audience,
what is the best way to setup and organize your social media
efforts?
Communication tools consist of websites, blogs, online meetings,
webinars, video conferencing, webcams, photo/video sharing, and
podcasting. These tools are used to support community
organizations in their communication efforts. The most popular and
effective communication tools for organizing include:
Organization Website
The foundation of any community organization social media
campaign is the website. The organizations’ website contains all of

the basic information about the organization including its mission,
structure and leadership.
This is also where visitors sign up for email updates, read blogs, link to
text alerts, podcasts and related social media resources like
Facebook, Twitter and YouTube.
Websites can also collect detailed analytical information on their
visitors. The center of the universe for effective social media
campaigns is the website.
Blogs and Microblogs
Blogs and microblogs (Twitter) are particularly effective as they
provide a way for people with common interests, views, or
perspectives on a particular subject to collaborate and share
information. Blogs allow community organizations to:
o collaborate and interact with their members and constituents
o build global relationships and communities
o create discussion groups
o share issues and positions with everyone

The following screen capture is an example of the typical layout of a
blog:
Podcasts
Podcasting is another effective communication vehicle. A podcast is a
series of digital media files (either audio or video) that are
downloaded by their audience.
Podcasting allows individuals to select what programming they want
to receive and when they want to listen to or view it. In addition,
listeners can retain audio archives to listen to at their leisure.
YouTube is probably the most popular form of podcasting.
Title
Archives
Text, images, and video
Recent Posts
Statistics

Step 3: Create Valuable Content
Given all of the information available to online audiences, what is
the best way to attract and sustain interest in our community
organizing efforts?
To attract and maintain interest in
community organizing efforts, you must
create content to entice your audience.
Writing for social media is conversational
in nature. Only a skilled copy writer can
create headlines and content provocative
enough to build and retain the visitors’
interest in your activities and issues.
Professional copy writers will also
understand how to create articles with high ‘keyword density’ to
improve search engine optimization without sounding like a sales and
marketing piece.
Consider contracting a professional or training your in-house writer in
these techniques to attract and sustain interest in your organization’s
social media presence.
Step 4: Connect to Social Media Websites
How do we reach a global audience quickly and organize unique
groups of individuals interested in supporting our goals?
The answer to this question is easy…community organizations should
leverage the success and reach of popular social media websites to
quickly expand the audience for their activities and issues. These sites
also have the functionality to organize individuals into unique groups
or communities for effective communication, collaboration and
camaraderie.
Tweets, tags, blogs, and posts are the growing phenomena of social
media. There are hundreds of social networks in existence today.
However, let’s examine a few popular sites.

Name Description
Users can chat, blog, and exchange, send, and
receive text and images. A profile is created
and automatic notifications are sent whenever
it is updated.
You can create and join groups that have your
common interests such as work, school, social
organization, events, friendship, etc.
Use to send and receive instant text messages
(up to 140 characters) known as tweets. As a
subscriber, you can “follow” the whereabouts
of another Twitter user. Your tweets appear in
reverse chronological order.
LinkedIn is a business-oriented social
networking site primarily used for professional
networking and making business contacts.
Classmates is used to locate former school
mates by entering the name of your school and
the dates you attended.
MySpace was known as the first social network
used to connect with friends.
Reunion.com (now MyLife) allows you to
reconnect with your high school alumni
classmates, relatives, co-workers, and friends
using an online search function.
Note: In this module, you will focus on using Facebook as one of your
primary social media tools, as detailed starting on page 24.
Checking these
communication vehicles
is part of the day-to-day
activities for some
organizations.

Example 1: Effective Website Design for Social Media Campaigns
Organizing for America’s website is a showcase for illustrating how it
creates a social media presence for connecting community
organizations across America.
Link to Blog
and other
information
Sign up
for Email
Updates
Video of
Citizens
in Action
Sign up
for Text
Alerts
Online
Tool
Chest
Online
Donation
Member
Sign up &
Online
Survey

“Organizing for America’s Website - Example”
Exercise 2: Setting Up Social Media Tools
Links to
other
social
websites
Barak
Obama
on
Facebook
In this exercise, you will start to set-up several social
media tools that can be used to support your cause or
project:
Exercise 2-1: Researching Website
Creation
Exercise 2-2: Creating a Twitter
Account
Exercise 2-3: Creating a LinkedIn
Account
Exercise 2-4: Creating a Blog

Exercise 2-1: Researching Website Creation
There are a plethora of web builder sites that offer website creation,
either from scratch or by using pre-built templates. Some of these
web builders are free while others charge fees.
How to know which approach will work for you and your
organization? Should you use a free web builder or one that charges
a fee?
In this exercise, you will start to research website creation and decide
which approach and potential web builder will fit your needs.
The website http://www.4creatingawebsite.com/ provides invaluable
information on the three mains steps needed to create a website:
1. Get a Domain Name – walks you through everything you need
to know about domain names - what they are, why you need
one, how to choose a good one and how to get one.
2. Choose a Web Host - explains what a web host is, how to
choose a good one, and what you really need and what you
don't so you don't get taken.
3. Creating a Web Site - explains how you actually build a
website, what you should and should not put on it and helps
you figure out which website builder is for you.
As you navigate through this site, start to think about the following:
My Organization’s Domain Name:
Note: Use the recommended search tool to make sure your name is available.
Potential Web Host:
Potential Website Builder:

Exercise 2-2: Creating a Twitter Account
The following steps detail how to create a Twitter Account:
1. Log onto the Twitter site using the following URL:
www.twitter.com.
2. On the Twitter site, click the Sign Up button.
3. On the Twitter Sign Up page, complete all applicable fields.
4. Click Create my account.
5. You will then be prompted to select topics of interest to you,
select friends who may also be on Twitter, complete your
account profile and sign up for Mobile notifications.
6. Visit the following website to learn how to use Twitter to
promote your cause or organization:
http://business.twitter.com/

Exercise 2-3: Creating a LinkedIn Account
The following steps detail how to create a LinkedIn account:
1. Log onto the LinkedIn site using the following URL:
http://www.linkedin.com/.
2. On the LinkedIn site, complete the Join LinkedIn Today
information.
3. Click Join Now.
4. Complete your professional profile and click Create my profile.
5. Follow the prompts to setup your account and complete your
profile.

Exercise 2-4: Creating a Blog
There are a number of free resources to create a blog. They include
blogger.com and wordpress.com to name just a few.
The following steps detail how to create a blog:
1. Log onto the Blogger site using the following URL:
www.blogger.com.
2. On the Blogger site, click Get Started.
3. On the Google Account page, complete the applicable fields.
Step 1 is used to set up a
Google Account.

4. Click Continue.
5. In the Name Blog window, enter your Blog title which will
become part of the URL.
Note: You cannot include spaces or punctuation. For example,
6. Click the Check Availability link to make sure this title does
not currently exist.
Step 2 is used to name
your blog and choose a
template.

7. In the Template window, select the template you want to use.
8. Click Continue.
Your blog has been created and you are now ready to begin
writing the details about your topic.
Note: Use www.blogsearch.goggle.com to search for blogs
Step 3 is used to write,
edit, add images, video,
and links to your blog.

Using Facebook for Community Organizing
One of the most popular social media tools today is Facebook. With
Facebook, several features are designed to broadcast material to a
wide audience. These can be effective tools for online campaigns or
promoting civic engagement. Facebook groups are designed to be
shared spaces where information is controlled and shared entirely by
its members through communication vehicles like group chat, e-mail
lists, document sharing, and group photo-tagging. For example,
group chat rooms allow members to communicate via the instant
messaging (IM) feature to everyone else in the group in real time.
After you sign-up with Facebook, you will create an organization profile
allowing millions of Facebook members all around the world to view
the details of your organization. Now you can send an invitation to
friends, relatives, acquaintances, and co-workers to join your Facebook
network. This invitation is sent to the person’s email address. If the
person accepts your invitation, they become part of your network of
friends.
In this
illustration,
one person
has
connected
with five
different
people.
With
Facebook,
this one person (in the middle) also has the potential to connect with
the friends of these five people.
In Facebook, whenever you visit your organization’s home page, you
can change and update the current status and share whatever you
are doing with your friends. The organization home page displays
the latest news (called a newsfeed) about your friends whenever they
post messages on their home pages. Likewise, if you post a message
on your wall, you can choose to share it with all of your organization’s

friends. Then, each time they log onto Facebook, they can read any
comments you made about your activities and issues or read any
private messages sent by you.

You can also share website links, videos, and photos posted with your
friends. Facebook offers privacy controls that let you set preferences
to filter what information can be viewed. With this feature, you can
share as much or as little information with all your organizations
friends, a select group of individuals, or people who are not in your
list of friends.
Finding Friends and Acquaintances for Your Organization
Facebook is programmed to search your organization’s email list
when you first sign-up. If you agree to this option, Facebook scans its
database searching for people who are part of your contacts email
list. If they find that your email address is included with one of its
current users, you receive a friend suggestion. This allows you to send
the person an invitation to become your friend. This is how Facebook
works behind the scenes to help you build your network. The system
starts with people you know. Then, you can view the pages of mutual
friends and connect with friends of your current friends.
What is a Friend Suggestion?
A friend suggestion is a feature that helps you connect with people
you are likely to know. If someone is currently using Facebook and
they are also part of your email list, Facebook makes a suggestion for
you to become their friend. Facebook calculates suggestions based
on the networks you are a part of, mutual friends and contacts.
Since this feature is automatic, it occasionally identifies people that
you do not know or do not want to be friends with. Please keep in
mind that Facebook will never send friend requests to the users that
show up in this list. Suggestions may appear:
• on your home page
• in the new user orientation
• in the Friends section
• in advertisement space around the site
 Important Note! Facebook only makes a suggestion for you to add
them as a friend; you can choose not to include the person.
Facebook looks for your
email contacts and
makes a “friend”
suggestion.

What’s the Process? How Do You Begin Using Facebook?
The illustration below provides an overview of the process to get your
organization started. See the following page for detailed steps to
create a group on Facebook.
 First you sign-up and create a password to access your account.
Passwords are confidential and must be protected and not
randomly given to an unknown source.
 Second, you create a profile that provides your organization’s
contact information, special interests, activities and affiliations,
awards, etc. This profile should contain basic information so
people can get a snapshot of your organization.
 Third, you can upload a profile picture, image or organization logo
and later build photo albums with a variety of images and videos.
Now you embed your links to the community organization
website, your blogs microblogs and related newsfeeds so that
important content generated through these sources also
appears on your organization’s Facebook page.
 Next, you are ready to use Facebook for social networking. You
can find, search, add friends and create groups.
 Then, set up privacy controls to identify what information you
want people to view.
 Finally, you can begin to use Facebook for community organizing
by sending messages to friends, posting notes on your wall, and
respond to your friends’ posts.

Creating a Facebook Account
The following steps detail how to create an account on Facebook:
1. Log onto the Facebook site using the following URL:
http://www.facebook.com.
2. On the Facebook page, enter applicable information
3. Click the Sign Up button.
4. After you complete the sign up form, Facebook will send an
email to the address you provided. Clicking on the
confirmation link will complete the sign up process.
Note: In addition to pulling contacts from your email account and
making friend suggestions, Facebook also provides two other ways to
find friends:
• You can browse and join networks. Once you join a network,
you can browse through the list of members and search for
people you know.
• You can use Facebook's search engine to look for a specific
person. Type the person's name into the search field, and
Facebook will display any profiles that match the name.

Creating a Facebook Group
A Facebook group allows you to communicate directly with other
people on Facebook about a specific subject. The following steps
detail how to create a group on Facebook for your organization:
1. Log into your Facebook account.
2. In the left hand column of your homepage, click Create Group.
3. In the Create Group pop-up box, enter group name, invite
members and select privacy settings for your group.
4. Click Create. Your group has now been created.
5. From your Group’s main page, you can edit group information
(i.e., add a group description, etc.) and edit group settings
(i.e., receive an email alert when members post something) by
clicking the following buttons:

6. From the Group’s main page, you also have other options, as
as detailed in the following screen capture:
Assigning Administrator Rights for a Facebook Group
After creating a group, you will automatically be listed as both an
admin and the group's creator. Anyone with administrator rights
can add additional admins to a group by using the Make Admin
button next to each member's name in the member list.
Creating a Facebook Page
In addition to Facebook Groups, which allow you to communicate
directly with other people on Facebook about a specific subject, there
are two types of Facebook pages:
1. Community pages are built around topics, causes or
experiences. These pages link from fields you fill out in your
profile. You "like" these pages to connect with them, but
they aren't run by a single author, and they don't generate
News Feed stories.
Many community pages display Wikipedia articles about the
topics they represent, as well as related posts from other
people on Facebook in real time.

2. Official pages are maintained by authorized representatives of
a business, brand, celebrity, or organization, and they can
create and share content about the entities that they
represent.
Other media sources such as Twitter and LinkedIn can be linked to
both types of Facebook Pages only. At this time, links are not possible
to Facebook Groups.
The following steps detail how to create either a Community Page or
an Official Page:
1. Log onto Facebook using the following URL:
http://www.facebook.com/pages/
2. At the top right of the page, click Create a Page.
3. In the Create a Page window, complete the section for the
desired page, and click the appropriate create button.

4. Once created, you can customize and setup your page. Note
the link to Twitter Account at the top of the page.

Linking Your Facebook Page to Twitter
The following steps detail how to link your organization to Twitter,
once it is created on Facebook.
1. On your organization’s Facebook page, at the top, look for the
Twitter link that enables this feature.
2. Click Link a Page to Twitter
3. The following screen allows you to select which page you
would like to sync with a Twitter account. Note that
Facebook only allows you to link to one Twitter account.
4. Select the desired Facebook Page and click Link to Twitter.
Once linked to Twitter, you can edit settings, which will
allow you to decide which updates are posted on to
Twitter.

Linking your Facebook Page to LinkedIn
The following steps detail how to link your organization’s Facebook
Page to LinkedIn. Reference the following Facebook link for more
information: http://www.facebook.com/apps/application.php?
v=wall&ref=appd&id=6394109615
1. Step 1 - Make sure you have Admin privileges for your
Facebook Page.
2. Step 2 - Navigate to this URL:
http://www.facebook.com/apps/application.php?
v=wall&ref=appd&id=6394109615
3. Step 3 – At the top left, click Add to My Page, select the page
you want to add it to, and click Add to Page button.
4. Step 4 - Go to your organization’s Facebook Page, and, at the
top left, click Edit Page.
5. Step 5 - On the left sidebar, click Apps. In the list of
applications, under the "My LinkedIn Profile", click Edit Settings
and under the appropriate tab, click Add and then Okay.
6. Step 6 – Return to the “My LinkedIn Profile", and click Go To
App
7. Step 7 - You are now on the application config for your
organization’s Facebook Page, enter the appropriate LinkedIn
Public Profile Url or Company Profile Url and click Save. Note:
If you have only one LinkedIn Public Profile, it will prompt you
to allow access to that profile.

8. Step 8 – Return to your organization’s Facebook Page. You
should see the LinkedIn tab at the top of the page, as
illustrated in the screen capture below.
Linking a RSS Feed
RSS stands for Rich Site Summary, or for Really Simple Syndication.
RSS is especially popular for distributing news updates and for
announcing new content added to the social Web. Various media
types can also be updated via RSS feed, including podcasts. The
presence of an RSS feed is often signaled by an orange icon of some
type, as illustrated in the screen capture below:
How do you create a RSS Feed?
Creating RSS feeds is an automatic feature of many sites on the social
Web. For example, if you maintain a blog, the blog software will
create the feed.
To learn more about RSS Feeds, reference the site:
http://www.internettutorials.net/rss-basics.asp

Useful Facebook Applications for Community Organizing
Flash Play - allows you to add any flash file to your profile, visible to
everyone.
MyOffice - Having a tough time getting your team on the same page?
MyOffice lets you quickly and easily collaborate with your colleagues,
partners, or clients on one or multiple projects.
Use MyOffice to:
• View recent activities for one or multiple projects in a
dashboard
• Schedule and agree to meetings
• Organize events
• Discuss ideas and collect feedback
• Share files from a central location
• Create to-do lists and track individual roles and responsibilities
• Set privacy to invite-only, network-only, or public
• Create, edit, and collaborate on documents
Phonebook - Click on “Friends" at the top of any Facebook page.
Once your Friends page has loaded, you can click on "Phonebook."
You now have access to your friends' telephone numbers.
SlideShare – SlideShare is the world's largest community for sharing
presentations. Upload your presentations, documents, PDFs, add mp3
audio to create webinars and embed YouTube videos into them on
SlideShare. Then you can import your SlideShare.net presentations
into your organization’s Facebook page.
For more information on Facebook applications, reference the
following website url: http://www.facebook.com/apps/.

Example 2: Organizing Social Media Campaigns
The following examples illustrate how to xxx
Example 2-1: Organizing a Group: Affordable Housing
Leadership Group
Situation:
You live in an affordable housing unit in a neighborhood that is
quickly gentrifying. Because there is no tenant’s association, you want
to organize the tenants who live in the building to create one.
Step 1: Identify
your Goals(s) and
Audience
Short-term Goals(s):
• Spread the word to all tenants
• Elect Board Members
• Write By-laws
• Establish a Meeting Schedule
• Create plans for social marketing
campaign and newsletter
Long-term Goal(s):
• Implement social marketing campaign
and newsletter
Audience: All tenants
Step 2: Select Your
Social Media Tools
Tools and Reason for using:
Step 3: Create
Valuable Content
Potential Topics of Interest:
Step 4: Connect to
Social Media
Websites
Primary Tool(s):
Supporting Tool(s):

Example 2-2: Organizing a Cause: Food Co-Op
Situation :
The community in which you live currently has one grocery store.
Over the last year, its products and services have declined
significantly. Often, the fruits and vegetables and meats are less than
fresh. Popular items are often out-of-stock. Yet, their prices continue
to rise! You want to organize the community to open a Food Co-op.
Step 1: Identify
your Goals(s) and
Audience
Goals(s):
Audience:
Step 2: Select Your
Social Media Tools
Step 3: Create
Valuable Content
Step 4: Connect to
Social Media
Websites
Primary Tool(s):
Supporting Tool(s):

Example 2-3: Organizing a Campaign: Local Aldermanic
Elections
Situation:
You have decided to campaign for the local Alderman’s seat that will
be becoming available in your area.
Step 1: Identify
your Goals(s) and
Audience
Goals(s):
Audience:
Step 2: Select Your
Social Media Tools
Step 3: Create
Valuable Content
Step 4: Connect to
Social Media
Websites
Primary Tool(s):
Supporting Tool(s):

Example 2-4: Organizing a Fundraising Event:
Afterschool Programs
Situation:
The local community center in your area is considering cancelling
some of its most popular afterschool programs due to budget
constraints. You want to collaborate with them and raise money to
keep these programs.
Step 1: Identify
your Goals(s) and
Audience
Goals(s):
Audience:
Step 2: Select Your
Social Media Tools
Step 3: Create
Valuable Content
Step 4: Connect to
Social Media
Websites
Primary Tool(s):
Supporting Tool(s):

Summary
 Explain why it’s important to use social media to connect to a
larger audience.
 Explain how to setup and organize social media for community
organizing
 Be able to visualize how social networking can be integrated
to engage people for fundraising or promoting causes
At this point, you should have a general understanding of Social
Networking for Community Organizing, specifically how to use
social media tools to engage and attract people in support of your
business or a particular cause, whether it relates to fundraising or
marketing a product or service.
Place a checkmark  next to each objective for which you feel
confident.

Knowledge Check
Let’s see what you have learned! There are two assessments in this
module. They include:
1. A Case Study – Part II
2. Multiple Choice and True/False
Lesson 1: A Case Study – Part II
In Exercise 1, you identified a project/cause and its related goals and audience. This Lesson
1 will be a continuation of that Case Study. Use the template below to strategically organize
your project/cause.
Project/Cause:
Step 1: Identify
your Goals(s) and
Audience
Note: Completed in
Exercise 1
Goals(s):
Audience:
Step 2: Select Your
Social Media Tools
Step 3: Create
Valuable Content
Step 4: Connect to
Social Media
Websites
Primary Tool(s):
Supporting Tool(s):

Lesson 2 – Multiple Choice and True/False
Instructions: In this lesson, circle the correct answer.
1. True/False: “Social Networking for Community Organizing”
simply means moving community organizing efforts from the
streets into the digital area of using the Internet.
2. When considering the 2008 social media campaign efforts of
Barack Obama, his use of the Internet targeted which set of voters
because this age group was most reliant on social media for
political information about the election?
a) 30 – 39 year old voters
b) 40+ year old voters
c) 18 to 29 year old voters
d) All of the above
3. How to create a social media presence will depend upon which of
the following?
a) The goals for your organization
b) The social media tools you choose to use
c) The audience you’re attempting to engage
d) (a) and (c)
4. True/False: YouTube is probably the most popular form of
podcasting, which is a series of digital media files that can be
downloaded.
5. True/False: The foundation of any community organization social
media campaign is engaging your audience
(False: The foundation . . . is the website.)

6. Blogs allow community organizations to do which of the
following?
a) Collaborate and interact with their members
b) Create discussion groups
c) Share issues and positions with everyone
d) All of the above
7. True/False: The friend suggestion feature on Facebook only
makes suggestions for you to add someone as a friend; you can
choose not to include the person
8. Which one of the following Social Media tools allows you to send
and receive instant text messages?
a) Facebook
b) Twitter
c) LinkedIn
d) All of the above
9. True/False: The best way to attract and sustain interest in your
community organizing efforts is to select effective social media
tools. (False: The best way . . . is to create valuable content.)
10. Which of the following is a Facebook application?
a) MyOffice
b) Twitter
c) My Space
d) LinkedIn

Civic 2.0 Module 1 Civic Engagement and Accessing Government Websites Instructor Guide

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