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Aflcio Socialmediaoverview 012710


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Aflcio Socialmediaoverview 012710

  1. 1. The AFL-CIO Is All A-Twitter! Overview of the Federation’s Social Media Program February 24, 2010 Danielle Hatchett Social Media Manager, AFL-CIO Facebook: Twitter:
  2. 2. Social Media: Growing Fast <ul><li>3 out of 4 Americans use social technology </li></ul><ul><li>1 in 3 online Americans post to social networks at least once a week </li></ul><ul><li>Users spend at least 5hrs and 30 min per month on average on social networking sites </li></ul><ul><li>99% of social media users believe organizations should have a presence in social media </li></ul>
  3. 3. Social Media: Growing Fast <ul><li>Social media provides additional platforms to spread your message outside of traditional means </li></ul><ul><li>Allows opportunity for instant feedback from your constituents; tap into word of mouth. </li></ul><ul><li>Connect with influentials (i.e. bloggers, policymakers, press, advocacy organizers and people with large networks) </li></ul><ul><li>Provides organizing opportunities (Help for Haiti; Iran elections) </li></ul>
  4. 4. Questions We Asked (or wish we had asked!) Before Getting Started <ul><li>Who will manage the site? </li></ul><ul><li>Who can post items to the site? </li></ul><ul><li>What kinds of items are appropriate for the site? </li></ul><ul><li>Are we prepared to let go of control of our brand just a little? </li></ul><ul><li>How does engaging users via social media integrate with our overall communications/marketing strategy? </li></ul><ul><li>How will we measure success or failure? (views, number of followers/subscribers, comments) </li></ul>
  5. 5. Establishing A Social Media Policy <ul><li>Clearly state: </li></ul><ul><ul><li>Anyone distributing content is acting as a representative of your organization and should ask responsibly in that vein </li></ul></ul><ul><ul><li>Social networking sites are public. Any information you don’t want the world to see, do not post </li></ul></ul><ul><ul><li>Any social networking site exists to advance the goals of the organization. Personal opinions that defame or tarnish its image are not allowed. </li></ul></ul><ul><ul><li>Few legal reminders about plagiarism, profanity, and defamatory statement which could land your organization in court. </li></ul></ul>
  6. 6. AFL-CIO Social Media Platforms <ul><li>Blog - 113,000 page views per month </li></ul><ul><ul><li>4-10 posts daily on issues important to working families; 1 post minimum on Saturday and Sunday </li></ul></ul><ul><ul><li>20,000 subscribers to our daily blog news e-mail </li></ul></ul><ul><ul><li>Weekly post on Firedoglake, which gets 40,000-50,000 visits a day </li></ul></ul><ul><ul><li>Each top officer has a Huffington Post column where we quickly publish blogs under their bylines on breaking issues and big campaigns </li></ul></ul><ul><ul><li>Conversation and feedback occur in the comments </li></ul></ul><ul><ul><li>Cross-posting of blogs across the progressive network (Daily Kos, Everyday Citizen) </li></ul></ul>
  7. 7. AFL-CIO Social Media Platforms <ul><li>Facebook – 9100+ fans </li></ul><ul><ul><li>Post links to our blogs and other national news articles of interest </li></ul></ul><ul><ul><li>Use Invite feature to spread word about events and campaigns </li></ul></ul><ul><ul><li>Provide space for open discussion. Wall is open so fans can post relevant content of interest to our audience </li></ul></ul><ul><ul><li>Convention- kept audience informed by sharing blogs, videos, photos and other updates; promo live coverage and encouraged comments </li></ul></ul><ul><ul><li>Gained 1300 new fans during our Convention coverage, many of whom shared our content </li></ul></ul>
  8. 8. AFL-CIO Social Media Platforms <ul><li>Twitter – 3900+ followers and we’re following 1100+ </li></ul><ul><li>Followed by reporters from CNN, The Hill , AP, NPR, ABC –reciprocal spreading of content </li></ul><ul><li>Share links to blog posts and other news items </li></ul><ul><li>Spread content of unions/affiliated organizations (retweeting) – we’re listening, not just broadcasting; we’re participating in the greater allied community </li></ul><ul><li>Retweet content from our media staff, bloggers, and even Sec-Treas. Shuler which gives us more of an authentic voice </li></ul><ul><li>Live tweeting of events – integrated into blog posts (retweeting) </li></ul><ul><li>Instant feedback from followers </li></ul>
  9. 9. AFL-CIO Social Media Platforms <ul><li>YouTube – 230+ videos; 500+ subscribers to our channel </li></ul><ul><li>Embed video into our blog posts, e-mails and throughout our website </li></ul><ul><li>Recent additions </li></ul><ul><ul><li>Pres. Trumka’s response to Massachusetts election results – 5300 views </li></ul></ul><ul><ul><li>Clips of President Trumka answering questions during our “Open for Questions on Jobs Crisis” live webcast -2300+ views </li></ul></ul><ul><li>Convention- </li></ul><ul><ul><li>Clips of main speeches </li></ul></ul><ul><ul><li>Staff were equipped with flip video cameras and recorded some breakout sessions and delegates sharing thoughts on the agenda and future of labor movement </li></ul></ul>
  10. 10. AFL-CIO Social Media Platforms <ul><li>Flickr – organizers in the field can post and share photos from rallies and other events </li></ul><ul><li>Convention photo galleries each day – easy method of sharing </li></ul>
  11. 11. Campaigns – Convention 2009 <ul><ul><li>Comprehensive convention website (convention actions/resolutions, photo slide shows, video clips, blog feeds, interactive maps of Pittsburgh) </li></ul></ul><ul><ul><li>Full up to the minute coverage on the blog of all convention activity </li></ul></ul><ul><ul><li>Heavy promo via Facebook and Twitter starting three weeks before. </li></ul></ul><ul><ul><li>Web-streamed entire Convention for the first time; Page included Twitter and Facebook feeds </li></ul></ul><ul><ul><li>Live tweeting of major speeches which also streamed on the blog </li></ul></ul><ul><ul><li>Results: </li></ul></ul><ul><ul><ul><li>Facebook: Gained over 800 fans (content generated over 1500 “likes” and we received over 400 total comments </li></ul></ul></ul><ul><ul><ul><li>Twitter: Added over 500 followers and we made it into the trending topics for a short period during Obama’s speech </li></ul></ul></ul><ul><ul><ul><li>YouTube: Combined 10,000+ views on all of our videos </li></ul></ul></ul>
  12. 12. President Trumka Open for Questions <ul><li>Implementation </li></ul><ul><ul><li>Google Moderator </li></ul></ul><ul><ul><li>Ustream TV </li></ul></ul><ul><ul><li>Cover it Live </li></ul></ul><ul><li>Promotion </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Blog – Ours + Cross-posting </li></ul></ul><ul><ul><li>E-mail – Lists/Listserves/ </li></ul></ul>
  13. 14. AFL-CIO Social Media Group <ul><li>Communications staff from unions and affiliated organizations sharing resources, successful social media campaigns, strategies and tools </li></ul><ul><li>One goal is to develop a set of social media training tools that can be used on the state and local level </li></ul><ul><li>Trainings- Social Media 101 and 102 </li></ul>
  14. 15. Trainings <ul><li>Social Media 101 </li></ul><ul><ul><li>Overview – </li></ul></ul><ul><ul><ul><li>Definitions; importance in communications strategy; usage stats </li></ul></ul></ul><ul><ul><ul><li>Questions to consider before making it a part of your communications strategy </li></ul></ul></ul><ul><ul><li>Twitter – </li></ul></ul><ul><ul><ul><li>How to set up a profile and start tweeting </li></ul></ul></ul><ul><ul><ul><li>Finding people to connect with </li></ul></ul></ul><ul><ul><li>Facebook - </li></ul></ul><ul><ul><ul><li>Fan page vs. Group? </li></ul></ul></ul><ul><ul><ul><li>Setting up a fan page </li></ul></ul></ul>
  15. 16. Trainings <ul><li>Social Media 102 </li></ul><ul><ul><li>Twitter – </li></ul></ul><ul><ul><ul><li>Clients you can use to better manage your experience </li></ul></ul></ul><ul><ul><ul><li>Specific ways to build community </li></ul></ul></ul><ul><ul><li>Facebook – </li></ul></ul><ul><ul><ul><li>Applications you can use to create campaigns </li></ul></ul></ul><ul><ul><ul><li>Benefits of advertising on Facebook </li></ul></ul></ul>
  16. 17. Join our Social Media Group <ul><li>Danielle Hatchett </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>