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How Elected Offficials are using social media How Elected Offficials are using social media Presentation Transcript

  • Broward League of Cities Social Media Workshop October 20, 2011 Presenter – Mike Fruchter Director of Digital Strategy Pierson Grant Public Relations
  • Agenda for Presentation 1. Barack Obama Social Media case study 2. Social Media do’s and don’ts 3. Platforms Elected Officials should be using 4. Examples of Elected Officials using Social Media
    • Social media are built on:
    • Content
    • Contribution
    • Shared interests and passions
    • Engagement
    • Listening
    • Community
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  • Involvement through Empowerment This was the mission of the Barack Obama campaign.
  • Let’s take a look at his digital strategy MyBarackObama.com Obama's own social network
    • The Website was a key tool in his arsenal.
    • Content updates were continuous through the website.
    • Updates on the website included links to videos, articles and appearances of Barack Obama.
    • The website did not remain just a brochure website; it transformed into a platform for action in support of Obama!
    • Citizen's were able to volunteer, make contributions, organize and form groups, contribute content and even register to vote.
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    • 8.5 million monthly visitors (at peak)
    • 2 million user profiles were created
    • 200,000 offline events were planned
    • About 400,000 blog posts were written
    • More than 35,000 volunteer groups were created
    • 3 million donors made a total of 6.5 million donations online adding up to more than
    • $500 million.
    • Of those 6.5 million donations, 6 million were in increments of $100 or less.
    • The average online donation was $80, and the average Obama donor gave more than once.
  • Let’s take a look at his use of social media
    • Facebook
    • Approximately 4 million fans during the campaign
    • More than 5.4 million Facebook users clicked on an
    • "I Voted" button to let their Facebook friends know that
    • they made it to the polls
  •  
    • Twitter
    • 2 + million followers during the campaign
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    • YouTube
    • Nearly 2,000 official YouTube videos
    • Watched more than 80 million times
    • 135,000 subscribers
    • 442,000 user-generated videos on YouTube
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    • Obama was omnipresent
    • Obama gained 5+ million supporters in
    • third party social networks
    • Had a presence on more than 15 social networking sites
    • 13 million people opt-in email list
    • 3 million people signed up for the text messaging program
  • Social media do’s and don'ts
    • DO be transparent and authentic. Be human.
    • DO listen and engage with your audience everyday. They want you to talk with them … not at them.
    • DO be consistent. Keep your messages on target and stick to your messages.
    • DO repurpose information. The key is to change up the way you present it for social media.
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  • DON’T mix personal and professional.
  • Platforms Elected Officials should be using
  • Don’t forget your Website! Your Website is the first place voters will look for information, and it will also come up first in search engines
    • Keep it simple
    • Keep it clean
    • Make it easy for voters to find what they are looking for
    • Strong calls to action should be a main focal point
    • Consistent updates
  •  
  • Why use Facebook?
  • The question should be, WHY NOT use Facebook?
    • The biggest social networking platform in the world – with over 850+ million users
    • The best tool for engagement and community building
    • Has strong viral components such as tagging, sharing and linking for maximum amplification
    • Your constituents are using it
  • Why use Twitter?
    • Twitter is the pulse of real-time news and chatter
    • Excellent tool for traffic generation and amplification
    • Direct connection to your followers – offers you the opportunity to be easily accessible
    • Monitoring sentiment
    • Your constituents are using it
  • Why use YouTube?
    • Is the second largest search engine in the word
    • People always relate to visuals – visuals are compelling
    • Allows you to personalize your brand and connect on a human level with your followers
    • Videos can be shared and embedded which increase amplification
    • Your constituents are using it
  • Examples of Elected Officials using Social Media
  • Florida Governor Rick Scott Uses Facebook Uses Twitter Uses YouTube
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  • Matt Hudson   State Representative, District 101 Uses Facebook Uses Twitter Has a LinkedIn Profile
  •  
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  • Republican Presidential Candidate Mitt Romney Uses a Blog Uses Facebook Uses Twitter Uses YouTube
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  • Social media are here to stay.
  • [email_address] Thank You!