The state of online mobilization – Mass Media View
Offline tactics. This is what you are already doing successfully. Online tactics enhance what you are doing offline. If the tactics don't really enhance what you are doing offline then don't worry about them.
Online tactics used to enhance offline tactics.
Moving people to Action
Moving People to Action March 19, 2012 Center for Nonprofit Management Social Media Day LA Jesse Luna, SEIU Local 721 Communications Specialist @jesseluna on Twitter * socialactionweb.comwww.seiu721.org * www.facebook.com/seiu721 * http://twitter.com/seiu721
In the Past Year (Mass Media View)• Occupy Wall Street #OWS• Facebook Dominance• Social Good through Social Media• KONY2012
What Does It Mean to Move People to Action?Offline Onlinetactics + tactics
Enhancing with Social MediaOffline tactics Online tactics• One-on-ones • Email• Letters • Petitions• Phone calls • Websites• Flyers • Texting• Canvassing • Blogs• Letters to the Editor • Social media sites• Press – Facebook release/media – Twitter outreach – YouTube • Online document sharing • Online chats
Moving People to ActionTo move people to action, online activities should all focus on list growth.
ABC• Focus on the ABC Always Be Collecting• Personal email addresses• Metrics (including A/B testing)• Cell phone numbers• Permission to email & text
Case Study: Keeping Libraries PublicGoal: Supporting public services in our community• Public libraries• Our LA Zoo