Supplement Ofﬂine and Online Actions• Traditional PR -> re-package and create your own media• Organizing -> Target volunteers and supporters using social media• Events -> Use social channels for the peer pressure factor. Get messages beyond attendees.
Do this• Goals -> Strategies -> Tactics• Goal: We want to pass a law• Strategies: We’ll change public perception and target legislators• Tactics: Create compelling content to share online. Repackage it to take action. Leverage social channels for volunteers and outreach.
Not this• “We need to get to 10,000 facebook fans”• “We want to create a viral video”• “We’ve got to build up our Google Plus following”
Traditional methods• Polling• Focus groups• Stafﬁng a support phone line or email address• All of these cost $$$ and are slow
New methods• Directly engage supporters• Figure out who is following you• Utilize tools to see who you should be following like Twazzup• Figure out what your supporters care about with tools like attentive.ly• Use twitter lists to monitor conversations
Keys to effective advocacy• Timely• Relevant• Strong theory of change
A changing ecosystem• Starting in 2002-2003 political blogging began to bloom and came into prominence.• State and local blogging was at its height in 2006.• Starting around 2009 a lot of the conversation began to move to microblogging platforms like twitter, facebook and tumblr
How do you adapt?• Create content designed for sharing with broad appeal.• Make sure supporters are asked to share actions they take on social networks.• Repackage content to make it easier to share.• Develop relationships with bloggers and inﬂuential twitter users.• Use and follow key hashtags