Social Media for State and Local Campaigns Public Affairs Council


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  • Most slides have notes in the notes section; some have hyperlinks as well. Due to size of screen shots in appendix it may be easiest to print PowerPoint in Notes view, then view as a slideshow and toggle between Slide Show and Notes views.
  • No wrong answers! If you have any internal social media resources or experts, tap into their knowledge vs. trying a social campaign on your own Recommendation: If you’re going to do one thing social media wise for your own professional personal development, start a Twitter account (more on this later in deck)
  • Used well, social media can have a multiplier effect People have short attention spans and multiple online sources for news and information - They’re short on time People often trust their family and friends’ perspectives when it comes to products, services, organizations, and issues Just as all companies and organizations now have a web presence, companies and organizations are increasingly expected to have a social media presence Ideally social media shouldn’t just be used to put out information; it should be a venue to share, comment, engage, interact (two way vs. one way). If nothing else: It’s worth the investment of time given what you do for a living to dip your toe into Twitter and LinkedIn (personally / professionally) Important: You don’t have to actively tweet or post on LinkedIn to have an account. More on that later…
  • Social media is hot and trendy Also misunderstood Easy to misuse Can be a very effective tool when used correctly and when part of overall issues management campaign Great way to learn: start your own individual Twitter account (more to come on that) Ideally, you should have a social media presence and capability in the state/region before you need it.
  • Social media should be designed to complement overarching communications and issues management goals, objectives Unless you’re in a tiny organization, you likely have some internal social media experts. Loop them in and ask for their help when you’re fleshing out the overall issue campaign (more re. that on next slide notes) Ideally, you should have a social media presence and capability in the state/region before you need it.
  • Find out which department or organization has responsibility for social media. Ideally, loop them in to the discussion about what you’re trying to achieve (overall campaign goals) sooner rather than later. They should be happy to help, and will be glad you involved them early (vs. being an afterthought or calling them three days before campaign launch). Be prepared to share your issues analysis, research and general plan with them so they can help devise a complimentary social media component.
  • Know what you’re trying to achieve. Influence public? Key stakeholders? Develop community presence? Inform, raise awareness, persuade, incite call to action? Manage reputation? Mitigate damage? Get input and feedback? Build a coalition? Be able to answer Who + Why and What and discuss this in detail before moving on to how ( how needs to be discussed in consultation with your internal social media experts) Who are you trying to reach? (key stakeholders and target audiences) Why do you need to reach them? What do you want them to do, think, or feel? Important note: Ideally, build a social media presence and capability before you need it.
  • Who do you need to reach to get to your desired outcome Be able to answer Who + Why and What and discuss this in detail before moving on to how ( how needs to be discussed in consultation with your internal social media experts) Who are you trying to reach? (key stakeholders and target audiences) Why do you need to reach them? What do you want them to do, think, or feel? Important note: Do your usual issues analysis and environmental scan and share that information with your internal social media experts. Ideally, build a social media presence and capability before you need it.
  • Work with your company/organization’s on the ground person (if there is one) to identify folks they know who might have a sense of the state/local social media landscape Leverage professional association connections Leverage LinkedIn connections Note: if you’re not on LinkedIn already, you should be – even if you’re happy in your job. LinkedIn isn’t just for job searching. LinkedIn groups are a great way to network with colleagues from past employers, alumni, and around professional interests and topics relevant to your work. More on leveraging LinkedIn Groups: Note: AARP has offices in every state (that said, state staff are spread fairly thin). If there is a potential area of mutual interest with your organization feel free to reach out and inquire. Map of our state office locations and contact info:
  • Your national office/HQs social media contacts may be able to help with the social media environmental scan…should focus mainly on Twitter, as that’s where most key stakeholders are Network with locals mentioned on previous page to see if they can give you some perspectives on the state/major market social landscape Major market newspapers and TV stations may be good resources to find influencers on Twitter; check their Twitter page to see if they have public lists State political reporters may have public lists as well (of legislators in state chambers, state bloggers, major state journalists, etc.) Some helpful resources re. finding influential people on Twitter The Flack: Mining Twitter Influentials @PeterHimler Listorious - Search over two million top Twitter users The Ultimate Guide To Finding People Via Twitter Have an intern? They may be able to assist with research.  
  • For any issue campaign, you need some form of online ‘landing page’ to spell out the issue you’re dealing with, to house related resources and links and contact info, and to tell people how to take action if applicable, etc. No one size fits all solution among the options above; will vary based on the situation, scale, size, scope, timing and duration of campaign, but first two will be optimal much of the time. If it’s a campaign with multiple external partners or a coalition working group, may be advantageous to develop separate url and online presence Facebook may be a good venue for certain situations, but also has potential pitfalls. Best to work with internal and or internal social media lead (and possibly external agency with expertise in Facebook social campaigns) given the nuances of Facebook in particular. Again, it’s vital to build a state social media presence before you need it for a specific campaign.
  • New to Twitter? It connects you to stories, ideas, opinions and news about what you find interesting…“The fastest, simplest way to stay close to everything you care about.” Here is a 30-second overview . Want to learn more? Great list: 25 ways to get value from Twitter (professionally and personally) Beginner’s Guide to Twitter by Michael Hyatt (~20 minute online tutorial) *Disclaimers: Getting set up on Twitter does take a little bit of time…and for news junkies, it can be somewhat addictive at first! Suggestion: Ask around to get the names of colleagues/peers inside and outside your organization who are using Twitter well. See if you can schedule time to look over their shoulder and see how they’re using it.
  • Twitter headlines are short and skimmable. Used effectively, in conjunction with a Twitter tool like Hootsuite (see Appendix for screen shots), Twitter can serve as a ‘news and information aggregator’ by topic.
  • People you know and interact with professionally and personally are already on Twitter, in addition to influencers Great list here: 25 ways to get value from Twitter (professionally and personally) Suggest consulting with your organization’s social media lead if you have concerns or just want a Twitter tutorial Ask your social media person to show you how they use tools such as Hootsuite or Tweetdeck Important note: Most people don’t have a separate personal/professional Twitter presence When creating a Twitter account, suggest using your actual name (or variation of it) and don’t include your company/organization name in your Twitter handle – they may not be your employer down the road, and you want your Twitter presence to be yours. Have a photo headshot ready to upload (ask a colleague to take one with their phone if needed) … Twitter cardinal sin is not having a photo. Note: Unless you’ve coordinated with head of media relations, head of social media, head of public affairs, etc.) you won’t usually tweet on behalf of your company in an official capacity. However, you can retweet your official company/organization account.
  • * All of these tools have a free, basic version. For more features and functionality you can upgrade to the paid versions. Getting started with Stronger internal collaboration via Learn LinkedIn … helpful user guides and more. What’s your learning style when it comes to learning new technology? Online tutorials and FAQs are useful for many. All the tools mentioned above have some form of learning sections on their sites. If you prefer video learning, and are good resources. If you do better watching someone else and asking questions along the way, ask around to find out if colleagues or friends are using any of these tools and ask to look over their shoulder. See screen shots in appendix section.
  • I like Twitter better than e-mail and prefer to avoid e-mail when possible, but if you have more detailed questions my e-mail is
  • -For Facebook in particular, using real people to help tell your story and encourage action is optimal. - Some examples follow from our AARP Illinois office.
  • A Facebook post from AARP Illinois using a real person to tell a story.
  • Example of using Facebook to support a call to action. Note the strong visual.
  • If you’re on Twitter, I think Hootsuite is a huge value-add. Hootsuite lets you view conversations in a multiple column format, making it much easier to filter and scan news and topics the way you want them, instead of looking at your incoming Twitter stream in a single feed. The examples above are filtered for the conference hashtag #SLGR12 and @PACCouncil. You can create columns for your twitter handle (to make it easier for you to acknowledge and reply), your organization’s twitter handle, media you follow, influential people you follow, competitor organizations, industry terms, etc. Hootsuite makes it very easy to retweet content and reply. You can also display columns via Twitter list. If you’re on Facebook and LinkedIn as well, you can view those conversations in a separate tab. Hootsuite can be used on your mobile device and iPad. Good overview on getting started Hootsuite help forums On Twitter follow @Hootsuite for tips and info.
  • Yammer is kind of like Facebook but for business purposes. It can help you get fast answers to questions and share information across the organization. In the example above where an employee wanted to find resources to create an infographic, several people chimed in with useful information so the employee didn’t have to start from scratch. You can post links, documents, images, spreadsheets, articles, etc. Information posted to Yammer lets your employees search by topic or key word for easy access. Yammer is especially useful for organizations with multiple locations. Do you feel like the e-mail back-and-forth with internal colleagues just never ends? Yammer can help with that. Yammer can be especially helpful for work teams. Conversations on Yammer are searchable, so You can use Yammer on your smartphone or iPad. Short video overview of what Yammer is and how it works: Business benefits of Yammer:
  • Social Media for State and Local Campaigns Public Affairs Council

    1. 1. Using Social Mediafor State and LocalCampaignsCaveats, Strategies, Tactics,Resources September 2012 NOTE: Use “Notes” View in PPT Deb Silverberg Manager, Social Communications and Strategy @va_deb @AARP #SLGR12
    2. 2. @va_deb #SLGR12 Friendly Reminder:Print and/or Look at this Deck Using “Notes Page View” for Maximum Benefit AARP 2
    3. 3. @va_deb #SLGR12Quick Survey (no wrong answers!) You... Your Company/Org… • Have personal Facebook • Have branded, active page? Facebook page/presence ? • Post or comments at least • Have state/regional once a week? Facebook pages? • Have an individual Twitter • Have a Twitter presence? account? • Have state or region • Generally tweet, reply, RT Twitter subaccounts? content at least 5 days per • Have someone in week? company/org dedicated to • Use Hootsuite, Tweetdeck, social media full-time? other Twitter client? AARP 3
    4. 4. Social Media CanHave a Multiplier Ef fectYou Their Your Family Family Friends Friends ====== Media === ==> And so on and so on… AARP 4
    5. 5. @va_debSocial Media Epidemic… #SLGR12 Suffering from BSOS “Bright Shiny Object Syndrome” AARP 5
    6. 6. Social Media Is * Just @va_deb #SLGR12One Tool* In YourComms and AdvocacyToolbox • Not a standalone solution • Not a magic bullet • Shouldn’t be done in a vacuum • Should be viewed as one part of overall campaign Internal resources should be enlisted to help and advise. AARP 6
    7. 7. @va_debMake Sure to Tap Into #SLGR12Internal Social CommsResources Could be in… • Communications • Media Relations • Marketing • Digital Strategy or Web production Find out who “owns” day-to-day management of your org’s Twitter and Facebook accounts. AARP 7
    8. 8. @va_debStrategy #SLGR12DevelopmentBegin with the end in mind. What are you trying to achieve? …Influence, persuade, inform? …Inspire a call to action? …Change or enact something? AARP 8
    9. 9. @va_deb #SLGR12Stakeholders/Audiences:Who Do You Want to Reach? • Legislators • Media • Influencers • Coalition Groups • General Public Important: do your usual issues analysis/environmental scan AARP 9
    10. 10. @va_deb #SLGR12Get “On the Ground”Intel and Perspectives Potential contacts… • Professional association connections (chamber, NFIB chapter, industry groups, etc.) • Your LinkedIn connections and LinkedIn groups • Local allies and interest groups AARP 10
    11. 11. @va_deb #SLGR12Do a Social MediaEnvironmental ScanWhere are key stakeholders on socialmedia – and how active andinfluential are they?•Twitter (individuals and organizations)•Facebook (organizations, individuals withpublic personas…elected officials,celebrities, authors, some journalists)•Who does the public in that area trust asinformation sources? AARP 11
    12. 12. @va_deb #SLGR12Where Should Online Content for a State/Local Campaign Be Housed? Some Options: • Extension of main page or sub page Example: • Vanity url: Easy to remember standalone site • Blog post (if your organization has a blog, and if it’s a fairly contained issue) • Issue or campaign-specific Facebook subpage or tab (via organization’s main Facebook page) • Standalone Facebook page AARP 12
    13. 13. Changing Gear s:W hat’s In It for Me?Using Twitter Your self –Pr ofessionally and Per sonallyIn a nutshell…Twitter is great resource for public affairs folks, news junkies, anyone with multiple interests. And it doesn’t have to take a lot of your time.* AARP 13
    14. 14. Twitter Can Be YourPer sonal News &Interests Source •What web sites do you visit often?• What are your ‘Bookmarks’ or ‘Favorites?’• What are your personal interests? Professional?• What causes do you care about or volunteer for?• What do you do for fun? Have favorite sports teams?• What businesses or brands are you loyal to?• What are your ‘guilty pleasures?’…All can be found on Twitter. And when you’re getting started, you don’t even need to tweet yourself. AARP 14
    15. 15. W hy Take thePlunge?Influential, interesting people are there…• News organizations• Members of Congress• Journalists, columnists, bloggers, academics• Publications and magazines• Community leaders, partners, government agencies, non-profits, interest groups• Companies you’re a customer ofIdea: Dip your toe in – and you don’t even have to Tweet yourself! AARP 15
    16. 16. Some Great @va_deb #SLGR12(and Free*)Tools • Hootsuite (for monitoring, engaging online, serving as a news reader – primarily for Twitter but also can be used for Facebook and LinkedIn) • Yammer, for internal collaboration • LinkedIn • Online Tutorials • Googling; asking people you know to help (not as dumb as it sounds!) AARP 16
    17. 17. Discussion and QuestionsDeb SilverbergTwitter @va_debLinkedIn:
    18. 18. @va_deb #SLGR12Appendix and Examples AARP 18
    19. 19. @va_deb #SLGR12 19
    20. 20. @va_deb #SLGR12 20
    21. 21. Hootsuite lets you monitor key words, key issues, key accounts,and other social media activity on Twitter. For example…@va_deb #SLGR12 21
    22. 22. What is Yammer? A private communicatio n and collaboration tool fo r people in the same organization. It can help you: - Find and share information easily - Save time; avoid reinventing the wheel and duplicating effort - Break down silos - Ease collaboration ac ross departments, groups, locations and time zones Yammer is used by more than 80% of the Fortune 500.@va_deb #SLGR12 22