Using Facebook for Advocacy and Social Change Ivan Boothe Independent Contractor for the Genocide Intervention Network Web Executive Seminar 26 February 2008

Ivan Boothe

Independent Contractor for the Genocide Intervention Network

Web Executive Seminar

26 February 2008

Web Executive Seminars Social Sites for Social Good February 26, 2008 National Press Club Washington, DC Learn more: www.forumone.com/wes

Can you win with Facebook? (Maybe.) Noise to Signal By Rob Cottingham www.socialsignal.com/ noise-to-signal

(Maybe.)

The Genocide Intervention Network The Genocide Intervention Network (GI-Net) empowers its members with the tools to prevent and stop genocide. Building an anti-genocide constituency. Began as a student group in 2004.

The Genocide Intervention Network (GI-Net) empowers its members with the tools to prevent and stop genocide.

Building an anti-genocide constituency.

Began as a student group in 2004.

Facebook: An Overview Site launched in 2004 64 million users active in last 30 days 85% usage at US four-year universities Outside of US, 8m users in UK, 7m in Canada

Site launched in 2004

64 million users active in last 30 days

85% usage at US four-year universities

Outside of US, 8m users in UK, 7m in Canada

Demographics More than half of Facebook users are out of college As of May 2007, 700,000 users were 35–63 years old; 100,000 users were 64+ 55,000 networks, including geographical, workplace, and school

More than half of Facebook users are out of college

As of May 2007, 700,000 users were 35–63 years old; 100,000 users were 64+

55,000 networks, including geographical, workplace, and school

Why would you want to use Facebook? To mobilize your members in new ways To organize people already interested in your cause To coordinate chapters (especially students) To attract new people

To mobilize your members in new ways

To organize people already interested in your cause

To coordinate chapters (especially students)

To attract new people

Components of Facebook Profiles: Only available to actual persons. 5,000 connections, unlimited messages Groups: Core application; 99% have this installed. Unlimited connections, no messages for groups over 1,200; allows for discussions, photos and events. Pages: Available to all users. Unlimited connections, no messages, unlimited notifications; allows for discussions, photos and embedded applications. Causes: Third-party, moderately popular application; 11 million people have this installed. Unlimited connections, one message per week, five notifications per week; allows for discussions, photos, events and donations. Other Applications: change.org, ChipIn, ChangingThePresent, custom apps

Profiles: Only available to actual persons. 5,000 connections, unlimited messages

Groups: Core application; 99% have this installed. Unlimited connections, no messages for groups over 1,200; allows for discussions, photos and events.

Pages: Available to all users. Unlimited connections, no messages, unlimited notifications; allows for discussions, photos and embedded applications.

Causes: Third-party, moderately popular application; 11 million people have this installed. Unlimited connections, one message per week, five notifications per week; allows for discussions, photos, events and donations.

Other Applications: change.org, ChipIn, ChangingThePresent, custom apps

A Facebook Profile § Can message unlimited friends § Activity appears in newsfeeds § Use at your own risk! You will be deleted without warning!

§ Can message unlimited friends § Activity appears in newsfeeds § Use at your own risk! You will be deleted without warning!

A Facebook Group § Can’t message members over 1,200 § Activity does not appear in newsfeeds § Includes photos, videos, discussion forums

§ Can’t message members over 1,200 § Activity does not appear in newsfeeds § Includes photos, videos, discussion forums

A Facebook Page § No messages § Activity appears in newsfeeds § Allows for photos, videos, discussion forums and other Apps

§ No messages § Activity appears in newsfeeds § Allows for photos, videos, discussion forums and other Apps

A Facebook Cause § Many, but not all people have this App installed § One message per week § Five newsfeed notifications per week § Allows for donations

§ Many, but not all people have this App installed § One message per week § Five newsfeed notifications per week § Allows for donations

Keys to Success on Facebook It’s about member engagement. A way to facilitate conversations between you and your members and among your members.

It’s about member engagement. A way to facilitate conversations between you and your members and among your members.

Success Story #1 Using Student Pressure to Pass Legislation Bill with bipartisan support being held up by Senate committee chair Using Facebook , identified and reached out to students in senator’s home state Facilitated identification by students of senator’s top donors, using OpenSecrets.org

Bill with bipartisan support being held up by Senate committee chair

Using Facebook , identified and reached out to students in senator’s home state

Facilitated identification by students of senator’s top donors, using OpenSecrets.org

Success Story #2 Raising an Issue’s Profile and Engaging Members GI-Net’s student division created “ Picture a World Without Genocide ” campaign Encouraged high school students to submit photos on Facebook of their activism on Darfur Hundreds of pictures were collected and compiled into large poster spelling out “DARFUR”

GI-Net’s student division created “ Picture a World Without Genocide ” campaign

Encouraged high school students to submit photos on Facebook of their activism on Darfur

Hundreds of pictures were collected and compiled into large poster spelling out “DARFUR”

Picture a World Without Genocide Facebook Photo Campaign

Facebook Photo Campaign

Picture a World Without Genocide Rep. Frank Wolf (VA)

Rep. Frank Wolf (VA)

Picture a World Without Genocide Rep. Barbara Lee (CA)

Rep. Barbara Lee (CA)

Picture a World Without Genocide John Prendergast, Enough Project

John Prendergast, Enough Project

Picture a World Without Genocide STAND Presenters

STAND Presenters

Picture a World Without Genocide Facebook Photo Campaign

Facebook Photo Campaign

Picture a World Without Genocide Facebook Photo Campaign

Facebook Photo Campaign

Success Story #3 Coordinated Fundraising Through Facebook Annual “DarfurFast” encourages students to refrain from one luxury item and donate proceeds to GI-Net Distribution of information happens through both the chapter network and Facebook Facebook is key to keeping individual members engaged and inviting friends on campus to take part Have raised more than $500,000 in three years of annual events; 2007 saw participation from 450 high schools and 300 colleges

Annual “DarfurFast” encourages students to refrain from one luxury item and donate proceeds to GI-Net

Distribution of information happens through both the chapter network and Facebook

Facebook is key to keeping individual members engaged and inviting friends on campus to take part

Have raised more than $500,000 in three years of annual events; 2007 saw participation from 450 high schools and 300 colleges

Final Thoughts It’s long-term. Don’t expect immediate results. It takes effort. You need to be willing to engage. If you want your members to spread your message, you have to trust them.

It’s long-term. Don’t expect immediate results.

It takes effort. You need to be willing to engage.

If you want your members to spread your message, you have to trust them.

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