Social Media Bootcamp May 5, 2009 Your Drill Instructor: Suzanne Zurn VP, Political Involvement Initiatives 720 Strategies [email_address] 202.715.3906
Introduction to Social Media
Suggested Reading & Resources
The use of Internet technologies connecting people to each other
Also known as “user-generated content” or “consumer-generated content”
Does not require the capital of traditional media
Social Media: Top Sites
Facebook - a social networking website that allows people to communicate and exchange information with their friends (Feb. 2004).
LinkedIn - a business-oriented social networking site mainly used for professional networking (May 2003).
Twitter - a social networking and micro-blogging service to send and read other users' updates (known as tweets ) “what are you doing”; text-based posts up to 140 characters (March 2006).
YouTube – a video sharing website where users can upload, view and share video clips (Feb. 2005).
Wikipedia - an online free-content encyclopedia that anyone can edit (Jan. 2000).
Advocacy Groups follow the campaigns’ lead
Political campaigns are first adopters
2009 will be full of Web 2.0 innovation for the advocacy community
Methods proven by ’08 campaigns will be tried in larger numbers
Slim budgets spur creativity and maximization of resources
Expectations of membership - there are more experienced online political citizens than ever before
Social Media and the White House
Represents the future of advocacy
Obama for President activist list of 13 million online supporters converted to Organizing for America
Unprecedented organization of allies engaging direct citizen advocacy to support the President’s agenda
In the President’s last Weekly Address, he pledged to "reach beyond the halls of government" to engage the public.
These sites form social circles through "friends" or "followers" and share personal information between that group.
These sites have varying goals, but the general theme is to share information and connect with others.
Examples of Networking Sites Facebook and MySpace share events, wall postings, messaging, comments, groups, pages-- a wide variety of the social spectrum. The idea behind Twitter is to update your status or answer the question, "What are you doing?" in under 140 characters.
Advocacy Close-Up: SOS Now on Facebook
Advocacy Close-Up: Stop Oil Speculation Now
Joint CEO Letter by all airline execs emailed to all frequent fliers
Kicked-off July 7, 2008
Direct link to email Congress
Lead story on NBC News
Generated >1.6M advocacy messages to Congress
Advocacy Close-Up: SOS Now on Facebook Displaying 1-10 out of 60 results for: oil speculation
Advocacy Close-Up: SOS Now on Facebook Email Congress “ Officers” Sign Petition
Advocacy Close-Up: SOS Now on Facebook Discussion Among Group Members
Advocacy Close-Up: PCI VP on Twitter
Blogging is used by such a wide variety of people that includes everything from mothers talking about their trials and tribulations with their newborn child, to presidential candidates talking about their next campaign stop, to businesses talking candidly about upcoming products and announcements.
Blogging is really just a way to get ideas out in the wild. A journal, diary, or press release-type area for most.
Over 75% of reporters say blogs are helpful in giving them story ideas, story angles and insight into the tone of an issue (2008 study by Brodeur and MarketWire).
Examples of Blogging Sites Blogs can be quicker than a traditional press release and may be viewed by a wider audience than the press corps. Blogs can represent the individual as well as a company or organization.
Advocacy Close-Up: NJDC Blog
Reputation sites classify sites used as reference about an individual, organization or company and can often fall into more than one category discussed today.
Continuous instead of event-centric.
Integrated instead of siloed.
Dependent on grassroots involvement.
Managing content on reputation sites can be a pre-emptive measure to control crisis communications.
Examples of Reputation Sites Wikipedia is the “free encyclopedia that anyone can edit.” LinkedIn is a professional networking tool used by employers to attract top talent.
Advocacy Close-Up: Dominogate Read more at www.720strategies.com/blog
720 Strategies Reputation Sentiment Analysis for “Dominogate” Domino’s learned about the video 7 days Almost back to pre-crises level CEO posted apology video
Monitor the social media, especially when its users talk TO you as well as ABOUT you.
Talk back immediately.
Have a team of trained and primed supporters to do that (First Responder Corp).
Act when you can to make proper amends and corrections.
Continue listening and speaking after the crises.
Bookmarks are useful for saving pages to visit again later. The concept behind these sites plays off the idea that your browser's bookmarking feature is outdated and lacking.
Most of these sites accomplish three main goals:
Ability to share bookmarks
Functionality to "like" a bookmark, and on some sites to "dislike" a bookmark.
Commenting on the bookmark
Examples of Bookmarking Sites Digg and Reddit allow users to share and rate content found on the web. Newsvine is an open source, community news service, which lets members customize the news they view.
Advocacy Close-Up: Sink the Drink Tax
These sites focus on sharing media. They may have a "friend" option, and most allow comments to be posted. They deal with photos or videos primarily.
With both services you can use site-provided code to embed the content onto your own site. Usually you also get instruction on how to embed the media into the social site of your choice.
Examples of Media Sites Flickr allows sharing of photos and videos. You can comment, favorite, or post a photo to a group. YouTube serves user-driven videos. People can comment, post reply videos, favorite the photo, and much more.
Advocacy Close-Up: Poker Players Alliance on YouTube http://www.youtube.com/watch?v=7hkdE9LOFsA
Questions? If you would like to take the next step in your social media training, be sure to sign up for our mailing list: http://www.720strategies.com/people/emaillist
Groundswell: Winning in a World Transformed by Social Technologies , Charlene Li and Josh Bernoff, 2008.
Here Comes Everybody: The Power of Organizing Without Organizations , Clay Shirky, 2008.
“ 2009: Year of the Advocate”, Associations Now , Brad Fitch, December 2008.
“ Facebook for Associations” ASAE Communication News , Maddie Grant, Feb, 2009.
Integrated Advocacy Firms:
720 Strategies 1111 19 th St., NW, Suite 1180 Washington, DC 20036 Phone: 202.962.3955 Web: www.720strategies.com
Suggested Reading & Resources
Suzanne Clarke Zurn
Vice President of Political Involvement Initiatives