Online Activism
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Online Activism

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  • I’m not separating out “social media” because I think that’s unhelpful. Everything on the internet is media (you look at it) and it’s all social (other people do too).\n\nJust like anything else, being authentic, honest, and a good neighbor applies here:\n--Don’t constantly sell, type in all caps, needlessly harass people, or spam.\n--Do be awesome and compelling, post cool things, encourage conversation by responding, etc.\n
  • Strengths: everyone has email.\nWeaknesses: too much email traffic.\n\nBest practices: CAN SPAM!, don’t be a forwarding machine, allow opt-out if you maintain a list\n\nTools: MailChimp (free for less than 2k subscribers or 12k messages a month), Google Groups allow people to manage how they receive messages\n
  • I think that commenting on news articles and blog entries, especially if those comments can be posted on your Facebook or Twitter pages, is a good way to learn how to articulate your views.\n\nIt can be a complete waste of time: so budget your time!\n
  • Everyone is on Facebook. Activists must be as well. Too many opportunities to miss.\n\nBargain: Facebook is free, but you are giving them your data. Is that ok with you? (It should be.)\n\nPersonal profiles--essential. Then pick Groups or Pages based on what helps you organize your effort.\n
  • Everyone is on Facebook. Activists must be as well. Too many opportunities to miss.\n\nBargain: Facebook is free, but you are giving them your data. Is that ok with you? (It should be.)\n\nPersonal profiles--essential. Then pick Groups or Pages based on what helps you organize your effort.\n
  • Post things (articles, pictures, videos, comments, questions). Like things (on Facebook, friends pages, across the internet).\n\nNote: when you like, you are signaling Facebook to show more stuff like that on your news feed.\n\nOrganize events.\n
  • This fits what my Alumni Association’s online goals are: be a place where alumni-only can talk about life.\n\nLess features than pages, so public groups aren’t worth it.\n\nNH Republican Volunteers: closed group with strong clout.\n
  • Organizations and public groups are best served by pages (not profiles or groups). Most options and growth potential.\n\nHave a few admins. Do a custom picture. Invite friends to join. Participate in the conversation.\n
  • Why Pages? Insights.\n
  • Why Pages? Custom tabs.\n\nOur goal is getting conservatives to push Congress on key bills. POPVOX is a custom tab that lets people send their Members of Congress a real email on bills--right from Facebook.\n
  • 1. Email in: sign up for helpful emails, sign up for the opposition’s emails.\n2. Email out: your MCs and send their responses around, letters to the editor to the newspaper, your people to keep them engaged on what matters.\n3. Comments: be conversational but go crazy.\n4. Facebook: participate in it, like your local Reps pages, hold them accountable in public!\n
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  • Channel: opportunity to make a public splash, stay up to date, and connect with others.\nGreat for mobile phones (live events, pictures, etc.)\n
  • Channel: opportunity to make a public splash, stay up to date, and connect with others.\n\n
  • Channel: opportunity to make a public splash, stay up to date, and connect with others.\n\n
  • How to use Twitter.\n\nTips: #tcot, mention influential people, be consistent and sensical, think before you tweet (the Anthony Weiner rule).\n\nMore at heritageaction.com/twitter\n
  • Why have a profile? It will appear when people search for you online.\n\nIs your audience professionals? Create a group to connect with them on here.\n
  • Helps make your website more Google-findable.\n\nIf you want to engage with techies and early adopters, they are here.\n\nGreat video hangouts, chat integration, etc.\n
  • Activism:\n1. Tweet to raise attention to something or someone.\n2. LinkedIn to take advantage of your professional network for political purposes.\n3. Google+ to be an early adopter.\n
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  • Very low cost: free for Wordpress or Blogger, minimal ($10 a year) for your own domain.\nGood way to integrate all your story: background, policies, news, opinion.\nGood way to convert people: donations, email signups.\n
  • Most blogs fail.\n\nConsider whether you have regular, unique content to make a site worth visiting. If not, keep talking to the people that are already interested on social sites.\n
  • Activists have almost no cost to record and publicize, to the world, videos.\n\nRecord meetings and speeches-for your friends and opposition.\n
  • Goal: draw attention to the fact that very few Members of Congress decided to hold public meetings during a six week August recess.\n\nChannel: professional video on YouTube. 60k people saw this. We paid $1500 to have it made and nothing to promote it.\n
  • Goal: call out elected official for making outrageous comments.\n\nChannel: amateur video on YouTube. 500k people saw this. It cost nothing but time.\n
  • After you have a tactic in support of your goal, adding money to the channel can add really cheap fuel to the fire.\n
  • Facebook is great for expanding your reach and promoting events (because both conversions are on Facebook itself). Usually less than $1 per new “Like” and about $5 for event RSVPs.\n
  • Google is great for getting interested people to your content.\nWhen people search for “Heritage Action”, we send them to a page that describes us and asks them to sign up for our email list. Costs about 50 cents per email signup.\n
  • 1. Build a site if you are really that awesome\n2. Use YouTube to define yourself, broadcast what matters, and catch people doing bad stuff\n3. Ads amplify activism cost-effectively\n
  • Outline your goal and the tactics that will work to accomplish it.\nThink of online tools as channels in which to execute your tactics.\nMake purposeful choices and execute with precision.\n

Online Activism Online Activism Presentation Transcript

  • ONLINE ACTIVISM Nathanael Yellis Digital Projects Heritage Action
  • DOES ONLINE ACTIVISM MAKE A DIFFERENCE?
  • DOES ONLINE ACTIVISM MAKE A DIFFERENCE?
  • DOES ONLINE ACTIVISM MAKE A DIFFERENCE?
  • DOES ONLINE ACTIVISM MAKE A DIFFERENCE?
  • WHAT SHOULD I DO ONLINE?
  • WHAT SHOULD I DO ONLINE?
  • WHAT SHOULD I DO ONLINE?
  • WHAT SHOULD I DO ONLINE?
  • WHAT SHOULD I DO ONLINE?
  • WHAT SHOULD I DO ONLINE?
  • WHAT SHOULD I DO ONLINE?
  • WHAT SHOULD I DO ONLINE?
  • STRATEGY• Objective: what are you trying to accomplish?• Audience: whose attention are you after?• Resources: how much money and time do you have?
  • STRATEGY• Outline your goal and the tactics that will work to accomplish it.• Think of online tools as channels in which to execute your tactics.• Make purposeful choices and execute with precision.
  • BASICS1. Email2. Comments3. Facebook
  • EMAILEmail is still the best way to send and receive information.
  • COMMENTSDo comments matter?
  • COMMENTSDo comments matter? You Others
  • FACEBOOKProfiles
  • FACEBOOK GroupsProfiles
  • FACEBOOK Groups PagesProfiles
  • FACEBOOKProfiles Having a Facebook profile is the critical first step to connecting your online friends with your activism goals. Wherever you are online, you can “like” content, adding it to your profile page and your friends’ news feeds.
  • FACEBOOKGroups Groups are the best way to connect with non-public networks of people on Facebook. This channel may fit with non-public goals, but doesn’t have much value for public campaigns. Competing channels: Google groups, small email lists, LinkedIn groups, and private websites.
  • FACEBOOKPages Pages are how people connect with organizations publicly on Facebook. “Liking” a page gets people into the Page’s network. Then the page’s content appears on their news feed.
  • FACEBOOK Pages administrators can track the activity in their networks on the insights tab.
  • FACEBOOK Pages can have custom tabs: ways to have your network accomplish specific goals.
  • BASIC ACTIVISM1. Email2. Comments3. Facebook
  • ADVANCED1. Twitter2. LinkedIn3. Google+
  • TWITTERTwitter is a great way to stay connected with the news and key influencers in real time.
  • TWITTER Profiles are your online personality. Identify and follow local media, conservative bloggers, and other activists. Converse with your network and post engaging things.
  • TWITTER Organization profile. Key success factor: keep the name choice consistent across multiple networks.
  • TWITTER@: Mentioning someone puts your tweet on their profile.#: Using a hash tag puts your tweet in a larger conversation.RT: Re-tweeting puts someone else’s tweet on your profile.DM: You can direct message people that follow you and you follow back.URL: Tweets can contain links to web pages. Twitter shortens URLs to save space.
  • LINKEDINThe place for professionals online.
  • GOOGLE+New kid on the block.
  • ADVANCED1. Twitter2. LinkedIn3. Google+
  • ELITE1. Blog or Website2. YouTube3. Ads
  • BLOGWebsites and blogs are essentially the same thing: a dedicted place people go online tosee your content.
  • BLOG• Integrate your site with your profiles (Facebook, Twitter, etc.)• Post unique, related content regularly.• Clearly announce who you are and what you want.
  • YOUTUBEVideo attracts attention.
  • YOUTUBE
  • YOUTUBE
  • YOUTUBE
  • YOUTUBE
  • ADSOnline activism can be strongly amplified with little money.
  • ADSFacebook: target spending bygeography, interest, demographics, andmore.
  • ADSGoogle Adwords: target by searchquery and geography.
  • ELITE ACTIVISM1. Blog or Website2. YouTube3. Ads
  • ACTIVISM• Basic: email, comments, Facebook• Advanced: Twitter, LinkedIn, Google+• Elite: blog, YouTube, ads