Half the Sky Coalition Social Media Playbook: Using Social Media as Part of a Communication Strategy

This playbook was produced to educate, support, and mobilise organisations to utilise social media and mobile technology as an additional tool to drive up engagement around the Half the Sky movement, which is a multi platform campaign that seeks to put an end to the oppression of women and girls worldwide.

Developed by C-Change in partnership with the Half the Sky Movement, Show of Force, Fenton, Games for Change, E-Line Media, and Mudlark, the guidebook is intended to supplement information covered in a series of three webinars (see below), and provide information for social media beginners.

According to the publication, social media are web and mobile channels of communication through which organisations can reach and engage audiences. In general, social technologies help people get the things they need from other people by sharing information and having conversations online. The emphasis is on two-way communication — as opposed to the more traditional one-way (outgoing) model. Social media can be used to broadcast messages out beyond an organisation's "base", and to participate in the conversations individuals are having with and about issues.

The Media Playbook is meant to accompany the following webinars:

How to utilize twitter

How to incorporate social media into your communications strategy

How to create a mobile phone and text message campaign.