3. ● Know your goals
o Pick a couple key metrics &
track them regularly
Don’t drown yourself in
data
● Impact is key
o Don’t rely on “vanity metrics”
o Know why you’re doing
something
● Compare your accounts to
other similar ones
Be Strategic
● Watch for patterns
o Correlation ≠ Causation
o Unfollowers.Com
#ROL15 @KatMurti
4. ● Includes your current
audience AND people
you want to reach
● You likely have
SEVERAL different
audiences
Know Your Audience
● Have different strategies
for each
o Different messaging;
different platforms
o Segmentation is key!
● Your audience changes
over time
o Be dynamic; not
static
#ROL15 @KatMurti
5. ● Not every platform is
perfect for every user
o Different audiences
on different platforms
And different
platforms for different
tasks
o What are your
resources?
Time is a resource!
Meet Them Where They Are
#ROL15 @KatMurti
6. ● Varies across platforms
and audiences
o Learn your audience!
● Think about what people
are doing
o Don’t share a video at 8
a.m. on a Monday
● Scheduling tools are your
friend
o Buffer
Timing Is Everything
● Take advantage of trends
and events
● Use Analytics as your
guide
o Facebook Insights
o Twitter Analytics
o Google Analytics
#ROL15 @KatMurti
7.
8. ● Engage your fans; don’t
just collect them.
o It’s a two-way street!
● Don’t waste time on
“eggheads”
● Don’t Feed the Trolls
o You have to be able to
take some heat
o Know when to
ban...and when not to
Know When To Engage
#ROL15 @KatMurti
9. ● Don’t take yourself too
seriously
o Have personality
o But stay true to your
brand
o Know when you can
loosen up & when not
to
o Remember, the “Front
Page Rule”
Be Authentic
● Personal accounts are
GREAT for
experimentation
● YOU are the best
ambassador for your
cause
o Make sure you’re being
heard—don’t be afraid
to measure
Klout, Buffer
#ROL15 @KatMurti
10.
11. ● Very few people
ACTUALLY want to
make the world a
worse place.
o Don’t live in a bubble
o Look at issues from
your opponents’
perspective
Assume the Best of Intentions
● When possible, find
opportunities to
work together
(where do you
agree?)
o Find mutual ground
and work from there
#ROL15 @KatMurti
12. ● Be relevant
o Content must be
interesting, timely, and
have a hook
o Track trends and
engagements
Join national
conversations and
add your spin
Content is King
● Be interesting
o Be honest
o Give people what they
want (PICTURES!)
● Maximize your impact
o Secondary content is
your friend
o “One and done” leaves
value on the table
#ROL15 @KatMurti
13. ● You can’t just throw
money at a problem.
● BUT, money can help
get GOOD content
out to a wider
audience—if done
strategically.
Money Talks...But It Isn’t Everything
● Get the most bang
for your buck
o Think ahead
o Promote what works
o Look out for ad fraud
#ROL15 @KatMurti
14. ● Get your content to the
right audience
● Know what’s being said
and how it’s being said
o Topsy.Com
● Don’t be spammy.
● Be weary of hashtag
activism/slacktivism
o Remember your goals
o What are you
Hashtags Can Be a Tool or a Trap
● Hashtags at Events
o Public events should have
hashtags
o Livetweeting is a great way
to get your message out
Hootsuite
o Builds community
o Make sure to PUBLICIZE
your hashtag
#ROL15 @KatMurti
“Messaging to the Masses.” Here is the panel description: "Let’s face it, when it comes to culture the left dominates this sphere of influence. Learn how these trailblazers have changed the game and how you can message to the masses in a more effective way."
I think one of the problems those on the right have is taking issues that are dear to us and translating those ideas into kitchen table topics that are easily digested by those who aren’t policy wonks. How does Cato message to the masses? I have seen you use different platforms to discuss those topics as well (for example Tumblr). What have you seen work? What hasn’t work? I hope that helps :)
In regards to expertise level, the audience will be comprised of Hill staffers, activists, bloggers, friendly groups within the network and most likely campaign folks. I would go for intermediate to expert level: a little of each. Ideally we’d like for attendees to walk away with at least 2-3 items they can actually use in their efforts. So suggesting a specific app to use (like snip.ly for instance – a ton of people have never heard of this) or other items like that would be very helpful for attendees. Feel free to bounce any ideas you have. I’d be happy to assist. Thanks Kat!