Using Traditional and Social Media

Agencies can use several media strategies, including both traditional and social media outlets, to help spread the word about events, reach prospective adoptive parents, and build relationships. Traditional media and social media have different strengths and uses. Traditional media, such as newspapers and print advertisements, are far-reaching and have a loyal audience. In contrast, social media outlets, such as Facebook and Twitter, are targeted and allow the user to provide instant feedback or action. Rather than choosing to focus energy and resources on either traditional or social media, successful organizations and campaigns use both formats to connect with stakeholders and further their message.

Reach out to traditional media when your goal is to ... Engage social media channels when your goal is to ...
Get the word out Engage in dialogue and get feedback
Publicize an event to a large, general audience Reach a more targeted, specific group
Tell your story in more detail Send out brief alerts that prompt stakeholders to take immediate action

Adapted from 2012 Resource Guide: Preventing Child Maltreatment and Promoting Well-Being: A Network for Action (PDF – 4,149 KB)

Infographics, which are a graphic representation of data, information, or knowledge, are another way for you to get your message out and are particularly effective with young adults. The Traditional and Social Media infographic provides an example of an infographic and contains more information about using traditional and social media.

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