Leveraging Social Media for Online Organizing & Advocacy

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Leveraging Social Media for Online Organizing & Advocacy

  1. 1. Leveraging Social Media for Online Organizing & Advocacy Alan Rosenblatt, Ph.D. [email_address] Twitter: @CAPAction and @DrDigipol Facebook.com/AmericanProgressAction Facebook.com/DrDigipol
  2. 2. What tools should we use to reach our audience?
  3. 3. Email No Longer King <ul><li>Across US, Europe, Australia, and Japan, 279.5 million people use email (August 2009) </li></ul><ul><ul><li>Up 21% since August 2008 </li></ul></ul><ul><li>301.5 million use social networks (August 2009) </li></ul><ul><ul><li>Up 31% since August 2008 </li></ul></ul><ul><li>Email use may be on the rise, but it is falling further behind social networks everyday </li></ul>Wall Street Journal, Oct. 12, 2009
  4. 4. Email v. Social Media Email Social Media
  5. 5. Implications for Organizing & Advocacy <ul><li>If you are not using social media in addition to email, your messages will </li></ul><ul><ul><li>Not reach your audience, at best </li></ul></ul><ul><ul><li>Anger your audience, at worse </li></ul></ul><ul><li>Online campaign tools are in the hands of your audience and they are often better using them than you </li></ul><ul><li>If you anger your audience by not respecting there preferred communication channel, you risk counter campaigns </li></ul>
  6. 6. CAP/Action uses social media <ul><li>Goal: Get our ideas into the hands of people with influence </li></ul><ul><li>How: Use Twitter, Facebook. Email, Phone, etc. to distribute our reports, videos, and actions to press, policymakers, bloggers, advocacy organizers, & social network influential's </li></ul><ul><li>Tactics: </li></ul><ul><ul><li>Recruit the right audience </li></ul></ul><ul><ul><li>Create reciprocal and reinforcing relationship </li></ul></ul><ul><ul><li>Package message accessibly: video, photos, short essays, easy actions </li></ul></ul>
  7. 7. Live Tweeting From Afghanistan Election Brian @Katulis live Tweets from Afghanistan Expert Source @CAPAction Retweets Organization Amplifies Network Influentials Policymakers Social Networkers Online Organizers Bloggers Policy Professionals Press Traditional Influentials @Drdigipol Retweets @ MattYglesias Retweets @LarryKorb Retweets CAP Staff Amplifies
  8. 8. Leveraging Blogs <ul><li>Commenting on articles </li></ul><ul><li>Posting guest articles </li></ul><ul><ul><li>Op-Eds </li></ul></ul><ul><ul><li>Guest blog posts </li></ul></ul><ul><li>Diaries and blog communities </li></ul><ul><li>Pitching stories </li></ul><ul><ul><li>To mainstream media </li></ul></ul><ul><ul><li>To bloggers </li></ul></ul>
  9. 9. Leveraging Social Web <ul><li>Social Networks </li></ul><ul><ul><li>Facebook (Growing older audience) </li></ul></ul><ul><ul><li>MySpace (Gathering pace for workers) </li></ul></ul><ul><ul><li>Twitter (27 million, where the influentials are) </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Eventful </li></ul></ul><ul><li>Advocacy </li></ul><ul><ul><li>Act.ly (Twitter petitions) </li></ul></ul><ul><ul><li>ThePetitionSite.com </li></ul></ul>
  10. 10. Leveraging Social Media <ul><li>Tools to manage your program </li></ul><ul><ul><ul><li>HootSuite.com – team workflow, stats, schedule tweets, brand monitoring, </li></ul></ul></ul><ul><ul><ul><li>Tweetdeck.com – organize your views (desktop application) </li></ul></ul></ul><ul><ul><li>Measuring your influence </li></ul></ul><ul><ul><ul><li>Bit.ly – Measuring click throughs </li></ul></ul></ul><ul><ul><ul><li>Twitalyzer.com – channel and brand influence </li></ul></ul></ul><ul><ul><li>Managing your Twitter followers </li></ul></ul><ul><ul><ul><li>Twellow.com – Mutual and non-mutual friends </li></ul></ul></ul><ul><ul><li>Search – Identifying hashtags and influentials </li></ul></ul><ul><ul><ul><li>Search.Twitter.com </li></ul></ul></ul>
  11. 11. Twitter Hashtags – Reaching beyond your followers <ul><li>Ideology </li></ul><ul><ul><li>Progressives - #p2 #topprog #tpot #rebelleft </li></ul></ul><ul><ul><li>Conservatives - #tcot #tlot </li></ul></ul><ul><li>Issues </li></ul><ul><ul><li>Employee Free Choice Act - #efca </li></ul></ul><ul><ul><li>Climate/Energy - #green </li></ul></ul><ul><ul><li>Health Care Reform - #hcr </li></ul></ul><ul><li>Actions </li></ul><ul><ul><li>Digging - #digg </li></ul></ul><ul><li>Cross-conversations </li></ul><ul><ul><li>Cross-ideology - #topprog #tcot (#tlot) </li></ul></ul><ul><ul><li>Targeted actions - #digg #p2 </li></ul></ul><ul><li>Make up your own hashtags (Events, Issues) </li></ul>
  12. 12. Leveraging Social Media for Online Organizing & Advocacy Alan Rosenblatt, Ph.D. [email_address] Twitter: @CAPAction and @DrDigipol Facebook.com/AmericanProgressAction Facebook.com/DrDigipol

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