Strategy

Objective
 * To build a loyal user base of at least 150 people which help syndicate content through social media channels
 * Users sharing our website content on Facebook, Twitter, etc.
 * 150 users should provide good momentum to get others involved

Goal
 * Create a website which syndicates content regarding ACTA from reliable sources into one central area.

Audience
 * Any Internet user residing in an ACTA member state.

Key Messages
 * Push for transparency in ACTA negotiations
 * Demand public participation in ACTA drafting

Strategy
 * Contacting anti-ACTA factions and asking for their cooperation in syndicating information (http://www.fsf.org/campaigns/acta/)
 * Contacting experts in the field (ex. Michael Geist)
 * Creating digital advertisements that can be posted in strategic locations to spread awareness and insight about the pressures of ACTA to as large an audience as possible
 * Assemble a team of web developers to quickly launch the website

Tactics Measurements
 * Collect social capital through social media channels
 * Place a 'Follow Us" box on the website in a highly visible location which links directly to all our social media pages
 * Helps users easily find us, and follow us through other channels
 * Share content from our website with our Facebook fanpage
 * Content posted by a Facebook fanpage admin goes into all its members home feed
 * Therefore timing when content is shared with this page is crucial
 * Content shared during peak hours on Facebook get more exposure
 * The Facebook fanpage would be linked with twitter, so all posts would automatically get tweeted
 * All priority content would be timed to receive maximum exposure
 * Use web server statistics
 * Provides insights into our users behaviour on the website
 * i.e. Bounce rate, Average time on site
 * Details the amount of traffic we are generating, and where it is coming from
 * Facebook fanpage provides admins with detailed analytics
 * Reveals the demographics of our Facebook fans
 * gives insights into their media consumption from the fan page
 * Provides information about post quality
 * i.e. how many people comment, like, etc. our posts