Social Media for Advocacy

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Social Media for Advocacy

  1. 1. Social Media for AdvocacyUsing Next Generation Tools to Spread Awareness and Influence Policy Hafez Adel Director of Marketing ReTargeter
  2. 2. I. Social Media Grows Up
  3. 3. The Numbers
  4. 4. 70 billion minutes/month = 4,439 years/day
  5. 5. Source: comScore
  6. 6. Source: comScore
  7. 7. How did this…
  8. 8. …transform into this?
  9. 9. II. History
  10. 10. 1440: The Birth of Mass Communication
  11. 11. October 31 1517: The Birth of Social Media
  12. 12. Luther Goes Viral• December 1517: Copies of the 95 Theses appear in Leipzig, Nuremberg, and Basel• Spread throughout Europe by 1518• 14 printings @ 1000 each in 1518• 6-7m pamphlets printed in first decade of Reformation; one-fourth were Luther’s
  13. 13. “They are printed and circulated far beyond my expectation….I should have spoken fardifferently and more distinctly had I known what was going to happen.” -Martin Luther, March 1518
  14. 14. Social Media Lessons• Relevant – tapped into popular discontent• Portable – distributed via pamphlets and broadsheets• Accessible – translated into vernacular• Compelling – printers were eager to reproduce the pamphlets for their own profit
  15. 15. 1979: The Iranian Revolution• Khomeini exiled in 1964• Influential from abroad• Works smuggled into Iran by supporters• Distributed through the bazaars and the mosques
  16. 16. “Tape cassettes are stronger than fighter planes” -Abolhassan Sadegh Ministry of National Guidance
  17. 17. Social Media Lessons• Duplicable Content – anybody could duplicate tapes in their homes• Appropriate Medium – Khomeini’s oratories were made to be heard, not read• Good Distribution Network – clergy and merchants were instrumental in spreading his words
  18. 18. III. Modern Day Examples
  19. 19. June 2009: Green Revolution (#IranElection)• Protests erupt following disputed election• Protestors adopt unified imagery and slogans• Twitter and Facebook serve as mobilization and communication platforms
  20. 20. Social Media Lessons• Symbols & Slogans – allow for ad hoc solidarity and identification• Decentralized News-Gathering – social media exposed the conflict for the world to see• Rapid Information Sharing – Twitter and mobile phones made protestors agile
  21. 21. December 17, 2010: Arab Spring Begins• Self-immolation of Mohamed Bouazizi in Tunisia  outrage spreads across multiple platforms • President Ben Ali ousted on 01/14/11• January 25: “Day of Revolt” in Egypt • 20,000 leaflets distributed • Video blogging instrumental (Asmaa Mahfouz) • Facebook Event = 80,000 attendees
  22. 22. Tahrir Square, Cairo
  23. 23. Social Media Lessons• The Power of Story – People resonated with Mohamed and Asmaa; they were one of them• Calls to Action – Facebook and videos used specifically to incite people to organize• Social Media as Public Sphere – Twitter and Facebook provided much-needed discussion forums that connected strangers
  24. 24. September 17, 2011: Occupy Wall Street (#OWS)• July 13, 2011: AdBusters proposes occupation• Anonymous takes up the mantle• August 2011: “We Are the 99%” (Tumblr)• October 2011: 95 cities, 82 countries, 600 communities around the world • 2,818 groups in total
  25. 25. November 15, 2011: Zuccotti is Cleared
  26. 26. Social Media Lessons• Symbols & Slogans – “We are the 99%” provided a powerful rallying cry• The Impact of Intimacy – Hearing people’s stories put a human face on the movement• Citizen Journalism – People used camera phones and web streaming to cover events• Ad-Hoc Communities – Participants continue to discuss and plan across Twitter, Facebook, Tumblr, and Reddit
  27. 27. Uses of Social Media for Advocacy1. Citizen journalism/decentralized news2. Community Building/Discussion Forum3. Organization/Mobilization4. Collective Actions5. Fundraising
  28. 28. The Future of Social Media Advocacy1. Mobile tools become essential2. Shared concerns can coalesce into movements overnight3. Governments will attempt to monitor and disrupt social media movements

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