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Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
Aflcio Socialmediaoverview 012710
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Aflcio Socialmediaoverview 012710

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  • 1. The AFL-CIO Is All A-Twitter! Overview of the Federation’s Social Media Program February 24, 2010 Danielle Hatchett Social Media Manager, AFL-CIO Facebook: www.facebook.com/aflcio Twitter: www.twitter.com/aflcio
  • 2. Social Media: Growing Fast
    • 3 out of 4 Americans use social technology
    • 1 in 3 online Americans post to social networks at least once a week
    • Users spend at least 5hrs and 30 min per month on average on social networking sites
    • 99% of social media users believe organizations should have a presence in social media
  • 3. Social Media: Growing Fast
    • Social media provides additional platforms to spread your message outside of traditional means
    • Allows opportunity for instant feedback from your constituents; tap into word of mouth.
    • Connect with influentials (i.e. bloggers, policymakers, press, advocacy organizers and people with large networks)
    • Provides organizing opportunities (Help for Haiti; Iran elections)
  • 4. Questions We Asked (or wish we had asked!) Before Getting Started
    • Who will manage the site?
    • Who can post items to the site?
    • What kinds of items are appropriate for the site?
    • Are we prepared to let go of control of our brand just a little?
    • How does engaging users via social media integrate with our overall communications/marketing strategy?
    • How will we measure success or failure? (views, number of followers/subscribers, comments)
  • 5. Establishing A Social Media Policy
    • Clearly state:
      • Anyone distributing content is acting as a representative of your organization and should ask responsibly in that vein
      • Social networking sites are public. Any information you don’t want the world to see, do not post
      • Any social networking site exists to advance the goals of the organization. Personal opinions that defame or tarnish its image are not allowed.
      • Few legal reminders about plagiarism, profanity, and defamatory statement which could land your organization in court.
  • 6. AFL-CIO Social Media Platforms
    • Blog - 113,000 page views per month
      • 4-10 posts daily on issues important to working families; 1 post minimum on Saturday and Sunday
      • 20,000 subscribers to our daily blog news e-mail
      • Weekly post on Firedoglake, which gets 40,000-50,000 visits a day
      • Each top officer has a Huffington Post column where we quickly publish blogs under their bylines on breaking issues and big campaigns
      • Conversation and feedback occur in the comments
      • Cross-posting of blogs across the progressive network (Daily Kos, Everyday Citizen)
  • 7. AFL-CIO Social Media Platforms
    • Facebook – 9100+ fans
      • Post links to our blogs and other national news articles of interest
      • Use Invite feature to spread word about events and campaigns
      • Provide space for open discussion. Wall is open so fans can post relevant content of interest to our audience
      • Convention- kept audience informed by sharing blogs, videos, photos and other updates; promo live coverage and encouraged comments
      • Gained 1300 new fans during our Convention coverage, many of whom shared our content
  • 8. AFL-CIO Social Media Platforms
    • Twitter – 3900+ followers and we’re following 1100+
    • Followed by reporters from CNN, The Hill , AP, NPR, ABC –reciprocal spreading of content
    • Share links to blog posts and other news items
    • Spread content of unions/affiliated organizations (retweeting) – we’re listening, not just broadcasting; we’re participating in the greater allied community
    • Retweet content from our media staff, bloggers, and even Sec-Treas. Shuler which gives us more of an authentic voice
    • Live tweeting of events – integrated into blog posts (retweeting)
    • Instant feedback from followers
  • 9. AFL-CIO Social Media Platforms
    • YouTube – 230+ videos; 500+ subscribers to our channel
    • Embed video into our blog posts, e-mails and throughout our website
    • Recent additions
      • Pres. Trumka’s response to Massachusetts election results – 5300 views
      • Clips of President Trumka answering questions during our “Open for Questions on Jobs Crisis” live webcast -2300+ views
    • Convention-
      • Clips of main speeches
      • Staff were equipped with flip video cameras and recorded some breakout sessions and delegates sharing thoughts on the agenda and future of labor movement
  • 10. AFL-CIO Social Media Platforms
    • Flickr – organizers in the field can post and share photos from rallies and other events
    • Convention photo galleries each day – easy method of sharing
  • 11. Campaigns – Convention 2009
      • Comprehensive convention website (convention actions/resolutions, photo slide shows, video clips, blog feeds, interactive maps of Pittsburgh)
      • Full up to the minute coverage on the blog of all convention activity
      • Heavy promo via Facebook and Twitter starting three weeks before.
      • Web-streamed entire Convention for the first time; Page included Twitter and Facebook feeds
      • Live tweeting of major speeches which also streamed on the blog
      • Results:
        • Facebook: Gained over 800 fans (content generated over 1500 “likes” and we received over 400 total comments
        • Twitter: Added over 500 followers and we made it into the trending topics for a short period during Obama’s speech
        • YouTube: Combined 10,000+ views on all of our videos
  • 12. President Trumka Open for Questions
    • Implementation
      • Google Moderator
      • Ustream TV
      • Cover it Live
    • Promotion
      • Twitter
      • Facebook
      • Blog – Ours + Cross-posting
      • E-mail – Lists/Listserves/
  • 13.  
  • 14. AFL-CIO Social Media Group
    • Communications staff from unions and affiliated organizations sharing resources, successful social media campaigns, strategies and tools
    • One goal is to develop a set of social media training tools that can be used on the state and local level
    • Trainings- Social Media 101 and 102
  • 15. Trainings
    • Social Media 101
      • Overview –
        • Definitions; importance in communications strategy; usage stats
        • Questions to consider before making it a part of your communications strategy
      • Twitter –
        • How to set up a profile and start tweeting
        • Finding people to connect with
      • Facebook -
        • Fan page vs. Group?
        • Setting up a fan page
  • 16. Trainings
    • Social Media 102
      • Twitter –
        • Clients you can use to better manage your experience
        • Specific ways to build community
      • Facebook –
        • Applications you can use to create campaigns
        • Benefits of advertising on Facebook
  • 17. Join our Social Media Group
    • Danielle Hatchett
      • [email_address]
      • www.facebook.com/aflcio
      • www.twitter.com/aflcio

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