Can Non-Profits Use Social Media to Promote Public Health? [Video]

CARE’s playbook is for those experienced with Facebook and Instagram ad campaigns as well as newcomers. From ad account set up and using Creative Hub for ad mockups, to using Ads Manager to build a campaign, CARE has simple demo videos to answer questions.

The playbook goes beyond campaign planning and execution, to guiding readers through performance evaluation as well. Once a campaign is up and running, monitoring performance offers valuable insights on what is working (or not), plus the adjustments needed to maximize effectiveness. Measuring success of online campaigns is difficult, so CARE’s playbook lays out some strategies for impact measurement, whether it’s using Meta’s Brand Lift Studies, outbound links, or campaign surveys.

Since CARE began experimenting with social media as a method for SBCC, we have compiled case studiesabout the campaigns. We documented how (and why) some campaigns performed exceptionally well whereas others failed to drive change. We also found that some campaigns were …