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 the presentation.

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Social media, technology and advocacy

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