Social media, technology and advocacy
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Social media, technology and advocacy

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This slide presentation discusses the basic relevance of social media to grassroots advocacy messaging, provides tips on how to get started, and includes a number of footnote links that add value to ...

This slide presentation discusses the basic relevance of social media to grassroots advocacy messaging, provides tips on how to get started, and includes a number of footnote links that add value to the presentation.

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Social media, technology and advocacy Social media, technology and advocacy Presentation Transcript

  • Social Media, Technology and AdvocacyDana Bacon, Grassroots ManagerUniversity of Minnesota
  • During this session…
    Defining our terms
    Why strategy comes before technology
    Launching your social media program
  • Defining our terms
    The breadth of grassroots higher-ed advocacy now includes:
    Grassroots lobbying (what we know best)
    Creating do-it-yourself tools for advocates
    Selling our organizations’ value
    Collaborating with self-appointed activists
    Following public conversations
    Engaging with fans and critics alike
    Social media can help in each case
  • Defining our terms
    The meaning of “social media” – or even its name – varies depending upon context, but certain principles* apply:
    Everyone can create content (but few do)
    Users can collaborate to add value to content
    Communities can form around ideas
    With time, collective intelligence can emerge
    * See http://advocacy.globalvoicesonline.org/2009/05/11/digital-activism-the-4cs-social-media-framework/
  • Defining our terms
  • Defining our terms
    Reasons for social media in advocacy
    Better understand your advocacy climate
    Improve your value to supporters by providing new forms of content in a collaborative setting
    Provide better information to audiences directly, and counter misinformation when it pops up
    Increase your credibility among stakeholders by delivering transparent, first-person content
  • Defining our terms
    What matters most is putting the principles of social media in context
    Know why you’re getting into this, and the right tools will be easier to find*
    * = http://www.socialsignal.com/blog/alexandra-samuel/4-questions-answer-you-get-started-or-move-forward-with-social-media
  • Strategy before technology
    Imagine picking yourstools first, andyour strategysecond…
  • Strategy before technology
    Anticipate challenges before you set out
    Lining up internal support*
    Establishing staff roles=
    Know what you have to offer, and how to offer it_
    * = http://www.chrisbrogan.com/starting-your-social-media-case/
    = = http://mashable.com/2010/05/17/social-media-ownership/
    _ = http://www.briansolis.com/2010/06/21-rules-of-engagement-in-social-media/
  • Launching your program
    Fortunately, you only need a few tools to get started
    Listening equipment
    Content home (often a blog)
    Outreach platforms (Facebook, Twitter, etc.)
  • Launching your program
    First, listen to what’s already there*
    Keywords are key (this will take practice)
    Skim for the best comments
    Listening sets the table for internal and external engagement
    * = http://www.frogloop.com/care2blog/2010/6/28/listening-tools.html
  • Launching your program
    Listening tools that work*
    Google Reader (to collect data feeds)
    Google Alerts (turn Google searches into a feed)
    Twitter search (a “zeitgeist” info feed)
    Facebook search (ditto)
    Blog searches
    * = Try this how-to guide: http://www.colinalsheimer.com/google-reader-listening-station
  • Launching your program
    My Google Reader feeds
  • Launching your program
    Establish a home for your content*
    Do this before you join new services
    A blog and space for feedback is ideal
    Message ownership in a big organization can be a challenge, so talk it through first
    Multiple authors is fine – credit separately!
    * = See tip #19 on http://www.mitchellfanning.com/38-bullet-proof-community-building-tips/
  • Launching your program
    Choose places to connect
    Where you go is driven by your stakeholders
    I use Facebook, Twitter, and LinkedIn
    YouTube is a must-have for video content
  • Launching your program
    Remember to:
    Choose your identity carefully
    Be human
    Integrate your messaging across channels
    Keep your “brand” in view
    Strive for open give-and-take
  • It can be done!
  • Questions?