If you want to use social media to promote human rights, then you need to be using Facebook. With over a billion members, other human rights activists, promoters, and concerned citizens are also on Facebook, and they are ready to receive your message. Here’s how human rights activists can use Facebook to promote human rights:
This is the most obvious way to promote human rights: share links to articles, videos, and blog posts about human rights. They can either be your own or someone else’s, and you can share links either on your own page or on the page of another sympathetic group or publication. Make sure you don’t go overboard i.e. sharing 20 links about maternal health in Africa in one day. Don’t do too much in a single day, and try to vary the issue so you don’t come across as a crazed evangelist.
Tip: Add something to the link, instead of just sharing the URL. A question, a quick thought, or a fact or quote from the article will work well. This gives people a reason to click the link and to engage with whatever content you shared.
Tip 2: You can actually schedule your posts, so if you want to make sure you don’t go overboard, you can share on immediately and space out the others at two-hour intervals. Even though the scheduling featuring has been there for almost two years, many people don’t realize that this is possible.
The second most obvious way to promote human rights is to announce events, whether your own or someone else’s. Facebook’s event tool is invaluable in promoting the event and encouraging people to attend. However, promoting events on Facebook (and inviting people to attend) works better if you have a large or strong network of activists and supporters. If your network is small, or if your network doesn’t have many human rights activists and supporters in it, then announcing and promoting events will only get you so far. A good thing to do here is to promote these events on the groups and pages of others, where your target audience may be found.
Have a Presence
Besides your personal presence, your Amnesty International chapter should have a group page or a Facebook page as well. This is a great way to engage more passive members i.e. those who don’t come to meetings or events but care deeply about the issues. Since it’s a great way to engage people who don’t show up in person, the Facebook presence is then a great platform for sharing chapter news and events, encouraging volunteers for future events, sharing links, and keeping everyone up-to-date with what the organization is doing.
Run an Ad
If you can afford it (and if you already have a presence), then you can run an Facebook ad as a way to increase membership and/or fans on your Facebook page. If you choose to do this, make sure to follow tips such as linking to a Facebook page or a landing page, as simply linking to your chapter website doesn’t take the most advantage of anyone who clicks your ad. For $50, you can actually run a successful campaign for just one month, but $50 is a lot for individuals and some chapters. However, this is about the cheapest it takes to run a campaign, as it allows enough time for the campaign to run while keeping the cost per-click rate low enough to account for enough success.