“Deeper Connections”Using Social Media for Advocacy Shana Glickfield, Partner Beekeeper Group
About Beekeeper Group
Why Are We Here? New ways of communicating open up new opportunities to get the messages coming from the coalition in front of stakeholders, legislators, media and other decision makers Face-to-Face meetings are important, however it’s difficult and expensive to scale to big numbers How to share the advocacy work you are doing with each other with other stakeholders, elected officials, press, the general public I want to get you thinking about how to deepen connections and multiply your effect
What is Social Media?
Why Does it Matter? Fundamental shift in the power of communication and the flow of information Fragmentation of media landscape continues on a relentless pace vs. The people are now the media….and have the tools and means to matter!
You Are a Powerful ActivistYou have powerful distribution tools.
You Have An Audience
Time Spent Per Month
Benefits of Engaging• Brand Visibility• Crisis Management• Media Relations• Thought Leadership• Low cost / ROI• Building community• Humanizing
People Trust Their Peers People no longer place a great deal of trust in institutions or the media Only 23% rate the honesty and ethical standard of journalists as “high” or “very high”, while 31% said they were “low” or “very low” Only 22% have a high degree of trust in the government 90% of consumers online trust recommendations from people they know; 70% trust opinions of unknown users.
Congress is Using SM Congressional offices are integrating social media into their operations to better understand constituent opinions and for outbound communication Nearly 2/3 of staff surveyed (64%) think Facebook is an important way to understand constituents’ views Nearly 3/4 (74%) think that it is important for communicating their Be sure to “Like” the Facebook Member’s views Page of your Reps. and Senators
What is Social Media?
Don’t Forget State/Local
All The Way to the Top!
How Can You Use It? Let’s dig a little deeper into some of thebigger social media sites and see how you can use them to increase your influence: Facebook Twitter YouTube Instagram
Using Facebook It’s essential to “like” the pages of your elected officials and other groups in a coalition Be sure to tag people in photos, videos and updates – this increases the reach and personalizes Make sure you download the Facebook application for your phone to easily upload photos and status updates Remember – this is public and it can be seen by others
Tag & Share Photos!
Using TwitterTweet: A single update sent via TwitterFollower: Other Twitter users who follow your tweetsFollowing: Twitter users you followRe-Tweet: Forwarding a tweet from someone else to your followers – this is encouraged!Hashtag: A keyword attached to tweet with a # symbol to connect tweet related to an event or issueAt-Reply: Using the @ symbol before a twitter name in your tweet will alert that user and link to them.
Using Twitter Add the application to your mobile phone or set up your account to “tweet” via text message Follow other organizations and key influential stakeholders related to your issues to build community When updating via Twitter, be sure to use the appropriate hash tag for the issue Mention legislators’ or media Twitter handles in your tweets that will be seen by their office and others who follow them There are tools that allow for photos or videos to be appended to tweets - use them!
Using Twitter Strategically
Using YouTube First-person to camera telling your story, why you are here, andwhat people watching can do works very well in this format You can add annotation or links directly within the videoAgain, be sure to use appropriate hashtags and take the time towrite the description - used for search enginesYou can also upload video to Facebook and other platforms aswell such as Twitter