How to Succeed in Social Media –Tips for experts in environmental change

7 February 2023

Social networks are a space where we can find potential readers, people who can connect with our information, with our research. The important thing is to know where they are and how do we get to them?


The IAI, in alliance with Latinoamérica21, organized a workshop on social networks with Pablo Montaño, a political scientist specialized in environment and sustainable development. At the workshop, the IAI community was able to receive practical advice based on the hands-on experience of Montaño, who has contributed to the success of several social media campaigns.


Practical tips shared with the IAI’s community included:


  • Social networks are a tool for what we want to happen outside of the virtual space.
  • There is no "general public"; we must consider: What do I want to communicate? To whom? What for? How do I want to communicate? Where should I communicate?
  • Beyond communicating, social networks are a space for emerging projects, friendships, opportunities, movements, perspectives and allies..
  • The question to respond is: Why should I care? We must speak based on what matters to us.


You may view the recording of the workshop here: 







  • Favors the creation of community spaces
  • Different modalities (groups, pages, sales, events)
  • Not easy to become viral
  • High prioritization of native content (originally shared in Facebook)
  • One post a day to keep up with the algorithm


  • Great for visual content
  • Live broadcasts may cross audiences
  • Superficial information
  • Followers can be bought
  • Appeal to cross audiences to achieve greater reach


  • Very high viral potential
  • Simple tools to make videos
  • Highly dispersed attention
  • Little community retention
  • Share alerts of a specific event to drive to action


  • Good viral potential
  • High political and media attention
  • High uncertainty of its future
  • Great source of misinformation

  • Share content hosted in the platform


  • Good environment to collaborate
  • Followers grouped by interests
  • Complex interface
  • Few users
  • Test its potential for dissemination


  • Training and professional space
  • Low usage platform
  • Share information with colleagues in the same area of interest


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