From Grassroots to Grasstops:Social Media for Advocacy and Public Affairs • Impact of Social Media on Legislators • Public Affairs Social Media Case Studies • Memeology RYAN COHN Vice President of Social/Digital Operations
FL 12 Legislative Study:Public Opinion:71% gauge public opinion on Facebook61% gauge public opinion on Twitter50% gauge public opinion on YouTubeMost Convincing Messages:Personal Stories – 79.1% Very EffectiveLocal Impact – 76.7% Very Effective (via Cate Communications, 5/8/12)
Case Study: Moms Against CootiesClient: American Chemistry CouncilCommunity Size: 40,000+ members(predominantly composed of women 22-40)Messaging: Communication focuses on child-oriented disinfection and pro-kid imageryResults: Embraced by Mommy Blogger community(70%+ positive sentiment); association membersview as top outlet for combating opposing thoughtamong moms
Case Study: Healthy PoolsClient: Water Quality & Health CouncilCommunity Size: 33,000+ members(predominantly composed of pool owners)Messaging: Communication focuses onpool cleanliness and beautiful pool imageryResults: 35,000+ free pool test stripsordered in 2011; association members viewas top method for building a strongaudience of consumers and influencers
Case Study: SB2442 UF Flagship BillClient: Tampa Bay Seminole ClubCommunity Size: 15,000+ members(predominantly composed of college students atFSU, USF, and UCF) within a weekMessaging: Communication focused on thenegatives of the bill for those involved and gavemembers the tools and information to contacttheir politicians.Results: Campaign led to major media mentions inthe Gainesville Sun, Tallahassee Democrat, FloridaTimes-Union, and Florida Tribune. After significantpressure by group members, the bill wassuccessfully amended to include all necessaryparties.
Memeology meme ( /ˈmiˈm MEEM)) - "an idea, behavior or style that spreads from /; person to person within a culture."How to create effective infographics:http://www.epolitics.com/2012/05/07/anatomy-of-an-effective-online-infographic/
BONUS ADVICE Katie Harbath Manager, Public Policy at Facebook http://www.facebook.com/katieharbath 50 People In Politics You Should Follow On Facebook – Huffington Post, 5/7/12• Weve found that photos get 2x the engagement than just posts with text.• Posting between 9PM and 10PM will get you the most engagement.• If you do post text, use no more than 250 characters.