Using Facebook for Advocacy and Social Change / Forum One Web Executive Seminar

Using Facebook for Advocacy and Social Change
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

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.

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

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

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

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

A Facebook Profile
§ 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

A Facebook Page
§ 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

Keys to Success on Facebook
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

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”

Picture a World Without Genocide
Facebook Photo Campaign

Rep. Frank Wolf (VA)

Rep. Barbara Lee (CA)

John Prendergast, Enough Project

STAND Presenters

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

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.

LEARN MORE: www.forumone.com/wes Web Executive Seminars

Using Facebook for Advocacy and Social Change / Forum One Web Executive Seminar

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