Social Media Toolkit
Welcome to the Women’s March Global Social Media Toolkit. Here we’ll share general tips and tricks for using social media within the Women’s March Global Network. While the information presented in this document is considered a suggestion, please ensure that all communications adhere to our Mission and Unity Principles.
We have drafted this toolkit to maximize your local Women’s March Global Chapter social media impact as well as amplify what we do as a Community. The more we work together the stronger both our local actions and our global movement will become.
- 1 Introduction
- 1.1 Goals of the Women’s March Global Network social media pages
- 1.2 Women’s March Global Network social media voice
- 1.3 Our target social media audience
- 1.4 What kinds of things should we post?
- 1.5 Submitting content for Women's March Global to amplify
- 1.6 A note on Women's March Global vs. Women's March (U.S.)
- 2 Social Media Platforms
- 3 Using #Hashtags
- 4 Livestreaming, Livetweeting, and Tweetstorms
- Communicate with the world about what is going on within your Women’s March Global Chapter and the larger Women’s March Global Network.
- Educate and raise awareness about current women’s human rights issues taking place around the world.
We are intersectional. We center the voices of women and people of colour. We welcome any and all who are concerned about the state of women’s human rights globally. Keep it friendly, welcoming, and inclusive. We want anyone who is interested in advancing women’s human rights to feel they can engage with our content. When in doubt, give people the benefit of the doubt!
- Everyone who believes that women’s rights are human rights.
- All kinds of activists — from first-time activists to seasoned, lifelong activists;
- People seeking to stay informed about resistance movements.
What kinds of things should we post?
- Amplify local Chapters and partner organisations: We do our best to uplift local actions and key victories.
- Unity Principle issues: We make an effort to raise awareness on each of these issues as frequently as possible: Disability; Economic Justice / Workers’ Rights; Environment; Health care; Immigration; Indigenous Rights; LGBT+ Rights; Criminal Justice Reform; Police / State Violence; Racial Justice; Sexual Violence.
- Rapid response: When appropriate, we use our social media to respond to current events and stories that relate to the intersection of women’s human rights and/or our Unity Principles.
- Coalition Actions: When our Community has formed coalitions to address issues and call for a specific action, we post the work and action of the coalition.
Submitting content for Women's March Global to amplify
We are always looking for global and local issues and campaigns to highlight. We are looking for 3 types of content in particular:
- Upcoming Events and campaigns
- Powerful actions (for example, creative resistance, large numbers, collaboration with other groups, or successful campaigns)
- Global/Local issues that connect to the Unity Principles
To share your action and content with Women’s March Global socials, please direct message (DM) Women’s March Global on its social media platforms.
A note on Women's March Global vs. Women's March (U.S.)
Women’s March Global and Women’s March (also known as Women’s March, Inc. or Women’s March U.S.) share a name and an origin point - 21 January 2017. Beyond that, Women's March Global and Women’s March, Inc. are separate organisations with separate funding, separate leadership, and different organisational structures. Most importantly, we have different missions.
Women’s March Global predominantly works outside the United States, representing Chapters all around the world, amplifying and supporting their grassroots work.
Social Media Platforms
Social media is a powerful tool for promoting your Chapter’s activities, keeping your community engaged, and raising awareness about the issues you care about. This section gives tips and tricks for each of the four social media platforms that Women’s March Global interacts with.
First and foremost, social media is for talking to those you want to engage -- so good social media takes time! It’s better for your Chapter to be actively engaging with your community on one platform than to use all three and do it badly. When choosing platforms, two good questions to ask yourself are:
- How much time do we have to commit to this?
- Where is our community already?
For example, if you only have time for one social media platform and most of your Chapter engages on Facebook, don’t pick Twitter as your one social media platform.
While we offer direction on each platform it is not intended as formal rules. We encourage you to use social media in the way that works best for your Chapter.
What to use Facebook for? Facebook is used primarily for engagement, conversation, dialogue, and sharing of Global Community and Women’s March Global news and updates. There is a particular focus on articles, videos, and graphics that spark longer-form conversation and engagement. With captions, we try to be concise, yet informative as possible.
Frequency of posts We strive to do 1-2 Facebook posts a day. Facebook traffic is usually highest in the early morning (around 9am local time) and late afternoon/evening (4-7pm local time). Try out different times and see what time your Chapter gets the most engagement!
Naming your Facebook page We recommend including “Women’s March” in the front of your name followed by your specific Chapter name (no dashes, slashes, or parentheses). Here are a few examples:
- Women’s March Geneva
- Women’s March Jakarta
- Women’s March Lagos
- When sharing an article, no need to include the URL in the caption.
- Please turn reviews off on your Facebook pages if you have them on.
- A Facebook group should not take the place of a Facebook page.
What to use Twitter for?
Day to day, Twitter is good to use for amplifying the work of the global community through re-tweeting and to share Chapter news and updates.
Twitter can also be used for education via tweet series and threads to spotlight issues and for following live actions as they happen.
Livestreaming can be shared across FB/Twitter - read more details below.
Frequency of posts Twitter works best when you tweet 1-2 a day and retweet and/or like 2-4 times a day.
Naming your Twitter page Twitter limits handles to 15 characters so you need to consider this when choosing. Many of our Chapters use the words Women’s March and then abbreviate their city, town, or village name. Some examples:
- Women’s March London @womensmarchlon
- Women’s March Paris @womensmarchpar
- Women’s March Geneva @womensmarch_gva
Other go with March and their city name:
Choose what works best for your Chapter!
- Keep your Direct Messages (DMs) on, and check them frequently. It’s important to engage with your community.
- We strongly advise against engaging with trolls. If you have a snappy retort ready, feel free to use your personal Twitter to respond.
- Please write out your tweets as full sentences whenever possible. We recommend that you avoid unnecessarily abbreviating words or replacing words with numbers.
- Your bio should explain your role within the Women’s March Global Network, i.e. 'Women’s March Geneva is the Geneva Chapter of Women’s March Global.'
- Your avatar should be a version of the Women’s March Global logo, or the name of your Women’s March Global Chapter.
- Don’t share Instagram posts on Twitter through the Instagram app; share the photo itself in a tweet.
- We encourage you to include image descriptions in tweets that include photos to make them more accessible. In order to do this, you will need to go to “Settings” > “Accessibility” to add a checkmark for image descriptions. Find more image tips below.
- See below for more information on using hashtags, Livetweeting, and Tweetstorms.
What is Instagram used for? Instagram is a visual representation of the movement through photos, artwork, and graphics. There is also a focus on uplifting the art and work of women of color and marginalised groups.
Frequency of posts 1-4 times a day is great!
Naming your Instagram page Instagram allows 30 characters on handles. Therefore, we highly recommend using the words Women’s March followed by your Chapter name:
- Women’s March London @womensmarchlondon
- Women’s March Sydney @womensmarchsydney
- Women’s March Global @womensmarchglobal
- Photo resolution: Instagram posts should be larger than 1080 x 1080 pixels, though we recognize that this is not always possible.
- It’s best to save images from your computer to check resolution before posting.
- When reposting images, try not to include repost logos. If you’re at a computer, visit dinsta.com to download a photo from Instagram. If you’re on your phone, a paid version of the Repost app allows you to repost images without the logo.
- We encourage you to include image descriptions in your Instagram captions to make them more accessible. Read more about image descriptions below.
Medium is the place for sharing longer form informational pieces and stories from our Global Community.
If you are looking for information on how to publish your piece, there are detailed instructions in the Medium Publication Guidelines.
Here are some best practices on how to use hashtags in the Women’s March Global Network. These are offered as suggestions, but feel free to use hashtags however works best for you or your Chapter!
We have drafted these best practices tools to maximize your local WMG chapter social media as well as amplify what we can do as a community together. The more we adhere to these guidelines the stronger both our local movement and our global movement will become.
A hashtag - a word or group of words written with after a # symbol - is used to index keywords or topics on Twitter and Instagram, and less widely on Facebook. This function allows people to easily follow topics they are interested in.
Using hashtags to categorise Tweets and Instagram posts by keyword
- People use the hashtag symbol (#) before a relevant keyword or phrase in their Tweet to categorize those Tweets and help them show more easily in Twitter search.
- Clicking or tapping on a hashtagged word in any message shows you other Tweets or Instagram posts that include that hashtag.
- Hashtags can be included anywhere in a Tweet or Instagram Post.
- Hashtagged words that become very popular are often trending topics on Twitter.
- You cannot add spaces or punctuation in a hashtag, or it will not work properly.
- If you Tweet or share an Instagram post with a hashtag on a public account, anyone who does a search for that hashtag may find your post.
- We recommend using no more than 2 hashtags per Tweet as best practice, but you may use as many hashtags in a Tweet as you like.
- Instagram posts usually contain more hashtags -- posts with 7-10 hashtags statistically get the best views - but you can use as few or as many as you like. It is good to use hashtags that are popular on Instagram because people are more likely to be following those topics and find your post.
- Type a hashtagged keyword in the search bar to discover content and accounts based on your interests.
Before launching a marketing campaign centered around a hashtag, search for it on Twitter or Instagram. Make sure it hasn’t been used in a while or in a way that would confuse your audience. It’s best for a hashtag to be short and distinct so it can be easily added to Tweets or Instagram posts.
Some other tips:
- Hashtags are not case-sensitive, but adding capital letters does make them easier to read: #MakeAWish vs. #makeawish.
- If you use a third-party app (like Hootsuite) to control your Twitter posts, create a column that watches the hashtag so you can easily monitor the conversation.
- If you have not created a new hashtag but are joining in on an existing conversation - be sure to check the hashtag regularly to stay informed of updates on the conversations.
Livestreaming, Livetweeting, and Tweetstorms
Tweetstorms are great ways to help amplify a message across Twitter - they can be incredibly powerful tools to add to a communication strategy around an action or campaign. Successful tweetstorms will be arranged around current events, breaking news, major themes, and trending hashtags.
Tweetstorms are used to draw attention by increasing the social reach of a hashtag - creating a message which can be seen by potentially millions of people. It is important that a string of the same messages by different people be tweeted during a concentrated period of time to amplify the reach of the hashtags used.
Tweetstorms are very easy to organise and can be done from anywhere, which makes them a great tool for international rapid-response and community amplification efforts.
Things to think about before organising a Tweetstorm Who is your target audience?
This one question will help build the rest of the tweetstorm. For example if you are organising a tweetstorm aimed at European leaders regarding the refugee crisis you want to ensure the following:
- You have a tag list of the Twitter handles of European leaders
- Your ask of European leaders is consistent across all tweets (for example, ‘sign the petition!’)
- The time of the tweetstorm is appropriate for Twitter users in Europe so that they can join and help amplify the message across Europe.
- You coordinate the tweetstorm with other major European organisations that are active on Twitter so that they add in amplification efforts.
How to organise a Tweetstorm
- Decide on your target and audience - see above.
- Decide on the time for your tweetstorm. It is good to cover as many time zones as possible to give maximum possibility for people worldwide to join in - but your first priority is the region you are addressing. (For the example above - a good time might be 12pm GMT). Keep your tweetstorm to one hour so you can concentrate all tweets for a heightened period of time.
- Figure out your hashtag. - see the power of hashtags above. Some key things to keep in mind:
- A hashtag must be actionable and on message. Great hashtags are aspirational and resonate with your audience.
- You want to use an original hashtag if possible, that way it is easier to track the impact of your tweetstorm specifically
- Create a coalition to have confirmed networks tweeting during the time decided. Tweetstorms become more powerful the more people you have participating. Try to include organisations that are across time zones so you can include as many geographic locations as possible. Having experts or celebrity influences join your Tweetstorm is a great way to help increase the impressions.
- Prepare your tweetstorm
- You should have minimum 10 tweets for people to circulate through but a maximum of 20 tweets so that you don’t dilute the core message. Here is an example.
- Use Click to Tweets to make it easy for people to participate
- Create an Event on the Women’s March Global site and on your Facebook page and invite people to it, so that you can get maximum participation.
- Modified from: https://help.twitter.com/en/using-twitter/how-to-use-hashtags
- Modified from: https://business.twitter.com/en/blog/how-to-create-and-use-hashtags.html
- Infographic from: https://blog.hubspot.com/marketing/twitter-hashtag-tips