March 23, 2023, 10am EST (Find your time zone). Instruction language: English, recording subtitled in French, Arabic, Spanish, Portuguese and English
Wondering if LinkedIn can be useful for organizing? YOU BET IT CAN!
Massive French protests against proposal to raise the retirement age while rich get richer, January 2023 (Photo: J. Menjoulet/Flickr)
In combination with prospecting tools (tools that help you reach out to potential funders, allies, targets, or supporters by email or social media), LinkedIn can be a powerful platform for campaigns to reach thousands of people with sophisticated targeting and no ads. SMT has spent years perfecting these techniques across multiple campaigns. Register now.
LinkedIn can be an immensely powerful tool for organizing in these ways:
- Connect with workers for worker organizing where they often go for job guidance
- Identify and activate people in your target’s peer or influencer community to ramp up pressure in a campaign
- Quickly ramp up visibility of a campaign with extremely precise targeting across a huge local or global audience
- Build a community of people who get your updates – both on LinkedIn and off
If you have an hour a week, you can massively ramp up. You’ll also need to spend a minimum of $15/month, but large aggressive campaigns reaching thousands of people over a few weeks will cost several hundred dollars and take several hours per week of staff time.
As this approach is significantly more cost-effective and powerful than running ads, we won’t be covering ads at all in this training.
LinkedIn has 875 million users across 200 countries. In our experience, people in the richest, largest countries and the smallest, poorest ones, and everyone in between, is very active on the platform.
Here’s what we’ll cover in this 90-minute training session:
- Finding your target audience
- Recommended workflows and tools at various budget levels to meet the needs of different campaign needs and strategic uses. We will share which tools are good for what and what their limitations are.
- Why organizational accounts are weak on LinkedIn compared to personal accounts and the work-around for that
- Recommended set-up of the personal LinkedIn account you will use along with the internal organization agreement you’ll likely want to have in place to protect against disruptions from staff transitions
- Special considerations for organizations with global audiences
- Measures to respect privacy considerations and avoid running afoul of GDPR and other protections
- When it may make sense to build and moderate a LinkedIn group, and when not to bother
- Why we encourage spending ad money on some platforms for specific purposes, but not so much on LinkedIn
Additional Support
Following the training, if you need some extra support SMT has team members with deep experience in using these tools who are able to provide strategic support and coaching in English, Spanish, French and Arabic.
Registration includes access to four open office hours for any strategic or tool questions you might have after the training. These will be set up for accessibility to different time zones:
- Training
- March 23 10 a.m. ET (Find your time zone)
- Office Hours
- March 29/April 5: Ideal time for Asia/Oceania
March 29/April 5: Ideal time for Americas/Europe/Africa/MENA
- March 29/April 5: Ideal time for Asia/Oceania
Registrants will get a recording of the training session. If you are in Asia, for example, and this time is at night, you can watch the recording and attend the live office hours that work in your time zone with any questions.
This training will be provided in English only. The recording will be subtitled in 5 languages. Office hours will be held in English only.
Cost
$350 for up to 3 people per organization North America/Europe
$300 for up to 3 people per organization Africa/Asia/Latin America/MENA/Oceania
$250 if referred by an SMT Outreach Partner. Must forward the mass communication received from the outreach partner to [email protected]ovementtechnologies.org at time of payment to be approved at this reduced rate.
Testimonials
I strongly recommend SMT. Their strong organizing background, preparation and thoughtfulness made our strategy assessment with them enjoyable and really helpful.
SMT helped GAIA use LinkedIn to reach a key constituency we were having trouble reaching - thousands of people who play a specific role in the waste management industry. We got responses from key players.SMT taught our staff and leaders to use Twitter strategically, understand the intricacies of Facebook for organizing…They respond quickly, have real world organizing experience, do really solid webinars that leaders and staff can engage with.[The Digital Campaigning Certificate Program] is a wonderful course with a great amount of information to get you started on understanding how digital can work for your own organization."I have found the webinars and trainings by SMT to be timely, relevant and incredibly useful in my work.
I work often at the intersection of climate and labour and have been thrilled to see the trainings you organize have met my needs in advancing my work."SMT is the only training I know of that speaks our language of activism and uses the tools we use everyday in the field. They are a go-to resource to help raise the bar for communications in the labor movement.
We hired SMT to help with some ad campaigns. Folks are professional, experienced, and communicative. Knowing what was happening at different stages helped me understand what was going on in our programs. I was never embarrassed to ask questions. The SMT staffer explained everything that would happen, why he was doing something, how he'd accomplish it, which was great. It made me feel like we were working collaboratively. SMT also provides a lot of great trainings to the progressive community to equip people and organizations to do this work on their own.
Love it!” (mobile optimization of TheStand.org)SMT is an amazing resource for starting digital organizing and communications and maintaining a program that engages members and moves them to action. There are a bunch of free and super reasonably priced webinars available so you can jump right in and focus on what you need to improve.The webinars have just been stellar. I've learned so much, especially from the Top Tools and Tactics to bump up your organizing game. I used the templates and resources to set up an editorial calendar and to track stats for our new social media channels. It was very easy to take what was presented in the training and apply it to my union immediately.The trainings are terrific–geared for every level of experience. And being rooted in social change movement, especially helpful to organizers.SMT was really responsive to my questions and needs, and to customizing a training that met those needs. We had a collaborative relationship of understanding each other's needs and expertise, agreeing on outcomes and approach, and developing content.
This is great for C3's to understand what they SHOULD be doing during elections. I think there is much more space for C3s to take the GOTV initiative.[SMT's WhichCRM tool] helped me make a side by side comparison without having to spend hours sifting through demos and websites on my own. Invaluable!Our coach was an everyday reminder of what we needed to do. He checked in and followed up on us. It really helped us activate Twitter in our campaigns and tighten up digital security. We moved from just having a Twitter handle to building on a hashtag that saw a jailed human rights activist released from prison.SMT helped us create a social media presence to expand our cannabis worker organizing campaign. Our organizers have enhanced their social media capabilities. We have succeeded beyond our expectations. Working with SMT has been a great experience. They really understand organizing and communications. Our staff have taken SMT’s excellent trainings over the past five years. Mastering the strategic use of digital tools is essential to advance social change online. SMT’s offerings are a much-needed and unique resource. And they are responsive and committed to meeting the needs of participants. We’re thrilled to partner on the new Global South track of their Digital Campaigning Certificate program, which is a need that we expressed and they acted on promptly. Thank you SMT!
The Social Movement Technologies Digital Campaigner Certificate is an excellent opportunity for me to meet digital organizers from across the country who are doing important work fighting for social justice on digital platforms. Often times, we are isolated in our work whether it be regionally or by issue, but through this program I've learned so much about all the cool ways other organizers are engaging and building movements. I've also been able to refresh my own knowledge about digital campaigning and have learned about a ton of new technology, software, and platforms that can be used for positive social change. Thank you SMT team!
I found the email coaching course to be extremely helpful. I thoroughly enjoyed that this exercise involved everyone working from the same assignment. It made the feedback that much more helpful. I think this has been one of the best SMT sessions that I've taken.
I wish SMT had existed when I started organizing in 2010! I learned many of these skills on the fly, often through trial and error. Overall it is really helpful to learn about all of the new tools which exist, especially ones that non-profits can use for low or no cost. The presentation did a great job of outlining best practices for many different scenarios.SMT is a great resource if you’re looking to improve your organization’s social media presence and strategy.SMT coaching enabled us to expand our presence within human rights spaces in Kenya beyond an LGBTIQ audience. It helped us use Twitter to connect with allies in the environmental justice and land rights movements. It was amazing to have someone to work with who knows our work and give us templates just when we needed them.I want to express my continuing and deep appreciation for SMT’s staff. We’ve made great strides and SMT has been catalytic…Among other things–fast, smart, patient, thorough, skillful handling of the website makeover. You guys pulled it off quickly and affordably.
Last year, we worked with SMT on a census campaign with Native Voice Network, and we got so much direct campaign support, one-on-one coaching. I spent a lot of time doing just one-on-one coaching support with ads. after that I felt super empowered and fearless to just navigate all these different tools in the universe. So it was a really great and helpful experience for us.We have had a fantastic experience with SMT…they have been highly responsive to the needs of our grantees.We worked with SMT to get tech support on our virtual townhall event. It was helpful getting advice from an expert on how to prepare for the livestream, and how to best make it smooth. It was a big lift off our shoulders being able to rely on someone who has experience doing it.
We’re starting our third straight year providing grantee partners with Social Movement Technologies training and coaching…our grantees are in good hands.The SMT trainings I’ve taken have helped us mobilize and deepen engagement in our communities. Through Twitterstorms, phone banking, and other tactics that I learned through SMT’s trainings, we succeeded in our call to #ExtendtheReg for a million young people who would otherwise be disenfranchised by anti-poor COVID policies.I found a lot of value in this Certificate Program that I use in my everyday work: from using social media effectively; significantly growing accounts and activating people online, pressuring targets in campaigns, and running Twitterstorms. Even when using other tools, I still apply the principles I learned!I got a LOT out of it...the idea that comms can be used not just to “raise the visibility” of my organization, but to build power -- to move people, engage them, get them to do something concrete to push our social justice work forward. The strategies and tools shared were super helpful, and have already had measurable impact. Staff is fantastic - knowledgeable, responsive, thoughtful, collaborative.I would recommend SMT to anyone looking to be more effective online. We are definitely going to experiment with the directions SMT gave us in our strategy session. Very valuable to have consulting from organizers who are keeping up with all the latest.We’ve heard really good things from our grantee partners. SMT has a strong, grantee-focused way of working.Super helpful process with our staff and leaders to ID new tools we can use to reach our target folks.Great ability to eloquently name a few top communications gaps that we could easily fix and increase our impact. The summary document is highly valuable; we will refer to it in our future planning!SMT helped us choose an appropriate database for our organization. Its focused training sessions are valuable tools that have helped us further a conversation with our grassroots leaders about strategically building a more powerful, goal-oriented organization.
Great information on how to make emails more impactful and spur action. Great to get direct feedback on a sample email.
We reached out very last minute to get help with ad campaigns. It was a really great experience, I have nothing but good things to say about it. We look forward to being able to work with them again in the futureWe hired SMT to lead a discussion about online strategy with some of our union’s staff. It re-kindled my desire and commitment to using emerging technologies in my organizing!SMT’s knowledge of the organizational use of different CRMs and migration between them was very helpful.Our experience to date has been wonderful, helping us make the migration from one CRM to another as painless as possible…a life saver, terrific. Quick to respond, SMT staff provide clear explanations that avoid all the techno-garble.
Working with SMT was easy and collaborative. The training helped our Greenpeace Southeast Asia team get new insights into campaign best practices across the globe.The benefits to us of regular coaching sessions were immediate.
SMT's training helped me use my journalistic skills effectively to highlight people's struggles and create change. Using Twitter more effectively, we supported Syria's refugee camp hospital to get more media attention and raise funds to respond to the hospital's needs as well as build visibility on the issues affecting refugees.Super useful and practical strategy session. Great to learn what we can do to our website and Facebook page to make them better tools, described in a way I can explain to my board.
The one-on-one sessions have been invaluable given the expertise of everyone on the SMT team.SMT was like a breath of fresh air in its approach to empowering small nonprofit organizing efforts. With not much funding, we were able to connect SMT to a few organizations in our network to provide analysis, coaching and hands on technical support. Here at Universal Health Care Foundation of CT, SMT gave us strategic help to up our game with our online organizing and engagement…particularly helpful in guiding us to a more savvy, productive use of social media.SMT helped us launch our first petition campaign…great experience, ended up with vastly higher profile for our work.
All of SMT training is packed and powerful!This was a fantastic training experience and I learned a lot about emerging technology with lots of support! Great coach for executing our group's livestream plan! Often we have little time to do comprehensive analysis or comparison of newer technologies, so it's important to consult with those with their hands on the tools, and have seasoned coaches in your corner who can help you execute plans.
I view organizing in a whole new light. Everybody should have the opportunity to go through this experience, and get these tools, and start organizing.[The Digital Campaigning Certificate Program] is a great course to get to know all the different aspects of digital campaigning. What I like most about it is the consistent focus on building power.
Our staff took a lot of SMT courses – including the intensive Digital Campaigning Certificate Program. It helped us take our digital campaigning and collectivizing actions to the next level! We used various tools to increase our follower base and successfully target authorities to take action at the village and municipal levels in India.
Having access to experts through the certificate program was amazing. The course is so practical. I set up google ads for the first time and created our digital security policy and implementation plan. Our whole team uses the campaign strategy template now. Now we know how to improve our email deliverability and started a texting program. SMT’s staff is friendly, flexible, competent, creative…Efficiently implemented cutting-edge strategies and designed great-looking materials to communicate our message to our members. I’ll come back to SMT in a heartbeat."I learned so much about different labour movement actions. The digital part was huge, along with actually just understanding the range of tools that are available to organizers. I knew about petitions, about actions in the street, but seeing how differently they could be appleid in so many unique contexts was really exciting. I feel like I got an entire history of the labour movement.The coaching has been fantastic. Staff has extensive understanding of the online landscape and strategy…jumped right into working with our members too, personable and supportive…great to work with someone who felt like a comrade and not just another non-profit consultant. I was amazed at SMT’s ability to connect us with experts or representatives of different online tools.Our strategy sessions with SMT have really energized our vision for what we need to do…In 90 minutes, we were excited and encouraged about how we could better our media and communications work.The webinars were very thorough, and the SMT team seems very responsive, broadly knowledgeable, and intuitive. The “WhichCRM?” questionnaire was helpful when I filled it out with my team. It helped us think about the aspects of a CRM we were looking for.[Story-Based Strategy] was awesome. It was sort of a refresher and a reset for me as an organizer and a social worker. I took a great deal of notes.SMT has worked with us to develop and implement a broad and integrated social media strategy. They helped our leadership understand the importance of such a strategy and taught our activists the basic skills to execute it. From website maintenance to targeted twitter campaigns, they are there when you need them and they understand that it is all about movement building."Skye's growth in confidence and strategic acumen through the SMT program has been a huge boost for our organization. She's also been able to bring tools, trainings, and ideas back to our entire staff team, making us more effective and responsive."Trainings run by SMT are solid, accessible and worth checking out.Incredibly knowledgeable…Weekly coaching has been a great experience. Keeps us on track. Staff is flexible, creative.SMT helped us build an integrated, strategic approach to a union contract campaign. SMT’s work is sophisticated and flexible–their support was invaluable.The online coaching sessions have been really good for helping us make decisions about what makes the most sense for us to incorporate…and what we can let go.The coaching sessions provide practical tools for making our social media move from passive clicktivism to actually doing something.Design firms told us our current site couldn’t be mobile optimized, but SMT did it cleanly and affordably. The site looks great and SMT was easy to work with and addressed any concerns we had.Two things I valued most about the program were lifelong access to the course materials and case study walkthroughs from some of the most compelling organizers and organizing collectives we have in the field right now. 
