Originally published in 2017. Refreshed in 2025 with new context.
Back in 2017, we spoke with three communications leaders to get their best advice on navigating social media:
- Ginna Green, then Managing Director at ReThink Media (now Founder & Principal at Horizon Philanthropy)
- Alicia Trost, then Communications Manager at Bay Area Rapid Transit (now Chief Communications Officer)
- Dan Cohen, Founder of Full Court Press Communications
At the time, platforms were already reshaping how advocacy and public conversations unfolded. Fast forward to 2025: the tools have shifted. Algorithms are tighter, video rules, misinformation spreads faster, and AI is changing how content is created. But the fundamentals? Many still hold true.
Here’s a look back at their original answers to three key questions, along with fresh notes on how those lessons apply today.
Q1: What advice do you have for a social enterprise or business starting to dip its toes into advocacy on social media?
Ginna:
⏪ 2017: “Be authentic. Be strategic. Be patient. And understand the explicit reason you are engaging in social media beyond the fact that everyone is doing it… Social media can feel like it is its own world, and that is true to an extent. But it is the world that we make it, an extension of ourselves, our brands, our personalities… We must always be our most true selves.”
➡️ 2025: Authenticity is still the golden rule. Today, it also means disclosing AI use, showing behind-the-scenes processes, and utilizing video storytelling to establish a quick connection.
Alicia:
⏪ 2017: “Hone your message and workshop it… Everything should come from your strategy. Have facts, data, and examples at the ready… Humanize or at least visualize your advocacy using videos, pictures, and graphics. Don’t just send canned messages – engage in conversation.”
➡️ 2025: Alicia’s advice foreshadowed the rise of TikTok and Instagram Reels. Short-form video and interactive content (polls, AMAs, live streams) now play a central role in humanizing advocacy.
Dan Cohen:
⏪ 2017: “Leave nothing to chance. Start slowly. Be humble. Ask your customers where they are… perfect your approach by trial and error and measurement on one channel before starting another.”
➡️ 2025: With so many platforms now (Threads, TikTok, Bluesky, LinkedIn, X), this is more relevant than ever. Focus your energy where your audience actually is. Don’t chase every trend.
Q2: What is your policy for dealing with antagonists (and even trolls)?
Ginna:
⏪ 2017: “In the words of John Lennon, ‘let it be.’ Don’t feed the trolls. If someone has a legitimate beef, acknowledge publicly and redirect privately.”
Alicia:
⏪ 2017: “Our guidelines used to say ‘don’t feed the trolls,’ but we’ve found engagement—done carefully—can actually turn things around… People appreciate a meaningful response back even if they disagree.”
Dan:
⏪ 2017: “Do what you can to move legitimate complaints offline. And for the long term—build a resilient following of advocates who can share powerful stories and help drown out the trolls.”
➡️ 2025: Trolling has only intensified with bots and coordinated campaigns. The best approach today:
- Ignore obvious bad-faith attacks.
- Engage when education is possible.
- Empower your community to be your best defense.
Q3: What is your biggest success story on social media?
Ginna:
⏪ 2017: Her team’s #StartCounting campaign in Miami earned 19M+ impressions and forced local officials to act.
Alicia:
⏪ 2017: BART used Twitter to push back on critics, educate riders, and secure media coverage around Measure RR.
Dan:
⏪ 2017: FCP’s biggest win is leaving behind strong client teams able to “crawl, walk, run, fly” in their own social media strategy.
➡️ 2025: These case studies are now classics, but they remind us of timeless lessons:
- Be clear on your goal.
- Be ready with prepared messaging.
- Don’t just win the moment, build long-term community.
Modern examples echo this: TikTok campaigns that humanize local nonprofits, Instagram collaborations with cultural influencers, and LinkedIn thought leadership that wins funders.
Social media will always evolve, but the fundamentals remain the same:
- Authenticity builds trust.
- Strategy beats spontaneity.
- Community is your greatest asset.
At FCP, we help mission-driven organizations put these principles into practice in today’s fast-moving digital world.
👉 Ready to strengthen your social presence? Contact us to talk about how we can help.