Lets Get Local: Insider Secrets on How SocialMedia is Used by State and Local Leaders#12NTCLGLTed FickesKaren MiddletonJac...
Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!         or Online at www.nten.org/ntc/eval
Who We Are (we hope)        Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders   Slide 2
Who We Are (the public thinks)         Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Lead...
Who Are You?Campaigning to save the world (or piece of it)              Lets Get Local: Insider Secrets on How Social Medi...
Organizing 101Social media is essentially organizing: building and engaging networks. Socialmedia is one strategy of many....
Organizing: Create strong networksWord of mouth                Lets Get Local: Insider Secrets on How Social Media is Used...
Organize networks to create political space         Lets Get Local: Insider Secrets on How Social Media is Used by State a...
How local elected officials use social mediaShare InformationAsk for informationAsk for feedbackInduce specific actions   ...
State and Local TargetsThe unique issues of social media at state and local level : TIME & RESOURCES   CCoffee shop: the o...
State and Local TargetsThe unique issues of social media at state and local level : THEY DON’T GET IT                 Lets...
State and Local TargetsThe unique issues of social media at state and local level : Hearing from lots ofpeople            ...
State and Local TargetsThe unique issues of social media at state and local level : Huge docket                 Lets Get L...
Social media goes all state and localActivity and authenticity. Engage. Still the exception.                 Lets Get Loca...
State and Local TargetsEven the ones doing it are not getting big audiences                 Lets Get Local: Insider Secret...
State and Local TargetsNormal is pretty unimpressive                Lets Get Local: Insider Secrets on How Social Media is...
Social media goes all state and localExamples of campaigns to influence local officials                Lets Get Local: Ins...
Social media goes all state and localExamples of campaigns to influence local officials - what you shared                L...
The TipsWho influences your target and how?                Lets Get Local: Insider Secrets on How Social Media is Used by ...
The TipsUnderstand how the leader uses social media                Lets Get Local: Insider Secrets on How Social Media is ...
The TipsCreate sense of broad support – Power isn’t the same as numbers                Lets Get Local: Insider Secrets on ...
The TipsGet their position on record – share it                 Lets Get Local: Insider Secrets on How Social Media is Use...
The TipsUse your allies                  Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Le...
The TipsThink tactically                   Lets Get Local: Insider Secrets on How Social Media is Used by State and Local ...
One last bit: It’s all about peopleLeaders care about people and relationships                Lets Get Local: Insider Secr...
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Lets Get Local: Using Social Media in State and Local Campaigns

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Let's Get Local takes a look at how state and local advocacy campaigns can effectively use social media. We look at this from the perspective of current and former elected officials that have been on the receiving end of advocacy and have insights on what works.

Published in: Technology, Economy & Finance
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  • TED
  • TED
  • Karen MiddletonJacob SmithTed Fickes
  • Clowns but friendly clowns because we’re local and even your friends, family and neighbors
  • Questions: how many work specifically with state organizations and/or state campaigns/targets? Local – city/county?  Are any of you elected officials or working in/at state/local government?
  • Bonus points for anyone who knows who this is!Building campaigns that influence decision makers to make specific decisions – social media helps build the networks that make this possible. How do you influence people to make decisions. Organizing is much more tangible at local levelSaul Alinsky, 1966 http://www.chicagomag.com/Chicago-Magazine/April-2011/The-End-of-Community-Organizing-in-Chicago/
  • V word = Viral : local communities a hotbed for word of mouth as friends/neighbors talk to one another. People have more in common with their friends/family when it comes to local/state issues. More familiarity. Word of mouth to spread buzz and identify people. How do you get/empower people to spread the word (engagement ladder, identify key people/influencers/evangelists/tap networks/local press and bloggers)
  • A lot of advocates think of the advocacy process like this: help get elected => => => give direction => => => celebrate success BUT … what actually happens … DIFFERENT WAY OF LOOKING AT ADVOCACY: creating spacePolitical space: make room for people to act – take a load off of the individuals (elected legislators, city/state bureaucrats) and open up the discussion
  • Need to understand how elected officials use social media at the state and local level.
  • CHALLENGE #1: limited resources – For most local mayors and officials, the coffee shop is an office. A testament to lack of resources. But state and local officials are also much more accessible.
  • CHALLENGE #2: don’t really understand social mediaAnd they don’t have time to figure it out. Don’t have people to help them. It’s not lack of interest that holds local/state electeds back so much as time to figure it out. It seems complicated.
  • CHALLENGE #3: fire hose …. Incoming constituent communications
  • CHALLENGE #4: the other fire hose … issuesThe legislator or local official is dealing with LOTS of different issues.
  • Where does that leave us?When we think of social media and local electeds, we may think about people like Cory Booker.BUT he’s the outlier.
  • THIS is much more typical – People leading mid-sized and large cities that have small followings
  • Betty Bode – City Council in a city of 80k AND running for county commission but only has 176 friendsTHIS is much more common.END the challenges of local electeds section – are you an elected? Work with them? What are some other challenges faced?
  • Let’s talk about examples of local campaigns to influence local elected officials.One Example: Marin County …. locals using social media have helped propel this issue into the international news
  • Cover two or three examples from the audience. Look at #12NTCLGL
  • TIP #1: Know the decision-makers you are focused on: who influences them and in what waysWho is the number one ally you have that knows them. Send them a love note.http://www.thebadchemicals.com/?p=481
  • TIP #2: Figure out how those decision-makers use social: which tools, do they interact themselves or someone else on their behalf, do they engage with comments, how do they deal with negative comments, etc.Don’t storm their wall if they don’t use Facebook much/listen, for example
  • TIP #3: use a smart strategy to convey that there is broad support and strength (whether there is or not) doesn’t necessarily take a huge #
  • TIP #4: Pick up the phone. Employ a strategy that takes into consideration their position. Record their position/work from it. http://www.biancaso.com/random/what-is-communication/
  • TIP #5: ensure that key influencers relevant to that decision-maker express supportKnow your allies – get those people to give good/negative attention
  • TIP #6: think tactically:·      get high profile and influential people to post comments (and then be sure to get lots of other people to ‘like’/retweet/comment/tags/etc. to keep that initial comment visible)·      if someone deletes negative feedback, post some and capture screenshots·      etc.
  • Direct pressure. Social networks are online only. There are times/places where offline action is needed. How do you move people from online to offline engagement? A lot of campaigns that nobody is paying attention to b/c they aren’t connect to a campaign. Photo: http://isviral.com/pictures/occupy-wrong-street/
  • Lets Get Local: Using Social Media in State and Local Campaigns

    1. 1. Lets Get Local: Insider Secrets on How SocialMedia is Used by State and Local Leaders#12NTCLGLTed FickesKaren MiddletonJacob Smith
    2. 2. Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! or Online at www.nten.org/ntc/eval
    3. 3. Who We Are (we hope) Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 2
    4. 4. Who We Are (the public thinks) Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 3
    5. 5. Who Are You?Campaigning to save the world (or piece of it) Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 4
    6. 6. Organizing 101Social media is essentially organizing: building and engaging networks. Socialmedia is one strategy of many. Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 5
    7. 7. Organizing: Create strong networksWord of mouth Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 6
    8. 8. Organize networks to create political space Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 7
    9. 9. How local elected officials use social mediaShare InformationAsk for informationAsk for feedbackInduce specific actions Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 8
    10. 10. State and Local TargetsThe unique issues of social media at state and local level : TIME & RESOURCES CCoffee shop: the office of many local officials Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 9
    11. 11. State and Local TargetsThe unique issues of social media at state and local level : THEY DON’T GET IT Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 10
    12. 12. State and Local TargetsThe unique issues of social media at state and local level : Hearing from lots ofpeople Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 11
    13. 13. State and Local TargetsThe unique issues of social media at state and local level : Huge docket Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 12
    14. 14. Social media goes all state and localActivity and authenticity. Engage. Still the exception. Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 13
    15. 15. State and Local TargetsEven the ones doing it are not getting big audiences Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 14
    16. 16. State and Local TargetsNormal is pretty unimpressive Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 15
    17. 17. Social media goes all state and localExamples of campaigns to influence local officials Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 16
    18. 18. Social media goes all state and localExamples of campaigns to influence local officials - what you shared Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 17
    19. 19. The TipsWho influences your target and how? Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 18
    20. 20. The TipsUnderstand how the leader uses social media Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 19
    21. 21. The TipsCreate sense of broad support – Power isn’t the same as numbers Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 20
    22. 22. The TipsGet their position on record – share it Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 21
    23. 23. The TipsUse your allies Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 22
    24. 24. The TipsThink tactically Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 23
    25. 25. One last bit: It’s all about peopleLeaders care about people and relationships Lets Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 24

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