Presented at the annual HSUS State Council Retreat in DC October 2013.

1. [ Social Media for Advocates: 2013 HSUS State Council Retreat]
Sarah Barnett
Senior Manager, Social Media
@sarahhsus

2. [ My name is Sarah, and I’m a social media addict. ]

3. [Some Questions for You All ]
How many of you are on Facebook?
Twitter?
How many of you use social media to
connect with other advocates?
How many of you have logged on in the
past 24 hours?

4. What We’ll Talk About
• Part I: Considerations
• Part II: Privacy Settings
• Part III: Use Social Media for Good
• Part IV: Tactics

5. Why Are We Here?
The way we communicate is changing. It’s not a fad.
Therefore, we must adapt by:
Having a presence in places where people are.
Expanding our networks to gain widespread support
for important issues where people are.
Recruiting new supporters, and new advocates,
where they are.
Giving people a way to take action for animals –
where they are.
The question is no longer “should we be using social media” –
it’s “how?”

6. Why this too?
Website
Facebook
twitter
One way
communication
Two way
communication
Two + way
communication
Content generated in Contend generated by Content generated by
house – changes daily
users – changes by
users & current events
the hour
– changes by the
minute
Press releases
Posts
Soundbites
Talking to people
Talking with and to
people
Talking with people,
debate, less control

7. Privacy

8. Privacy
Quick Steps

9. Privacy
Quick Steps

10. Privacy

11. Using Social Media for Good

12. Using Social Media for Good: Collaboration

13. Using Social Media for Good: Collaboration

14. Using Social Media for Good: Education

15. Using Social Media for Good: Education

16. Using Social Media for Good: Legislators

17. Using Social Media for Good: Legislators

18. Using Social Media for Good: Opposition

19. [ What Matters? ]
The Friend request or Follow is the
beginning of the relationship,
not the end.
Ask yourself:
• Do those people do what you want them to do? (tie to goals)
• How can you get them to do it? (think like a user)
• How are you making it a valuable community for both you and
your friends? (be selective and creative)
• How will you get them to come back? (engage)
You must be relevant, interesting, concise, responsive, and provide value to your
friends.

20. [ Tactics to Steal! ]
Get excited!!

21. [ 5 Tactics to Convert Friends to Constituents ]
#1: Ask explicitly with a solid call to
action.
How to do it: – Add “Please RT” or
“please share” or “take action
now” to your posts. Note: use
sparingly or it will not mean as
much.
Why it works: People tend to do
things if you just ask.

22. [ 5 Tactics to Convert Fans to Constituents ]
#2: Close the loop.
How to do it: When you ask friends
to do something, let them know
what happens as a result.
Why it works: People want to
know how their time and
money is making a difference.
Show them by following up
and closing the loop, and
they’ll be more inclined to do it
again when you ask.

23. [ 5 Tactics to Convert Fans to Constituents ]
#3: Make it about THEM.
How to do it: Instead of saying “sign
our disaster preparedness
pledge” say “you wouldn’t leave
your pet behind in a
disaster, would you? Then sign
the pledge!”
Why it Works: People ask “what’s in
it for me?” Make it about them
and they’ll be more likely to do
what you want. (This was the
most successful post on 2012)

24. [ 5 Tactics to Convert Fans to Constituents ]
#4: Post a variety of types of
content.
How to do it: Ask for opinions, post
actions, post funny photos or
videos.
Why it works: People like variety.
Switch it up. Don’t beat people
over the head with asks or
homeless animals, but don’t just
post fluff all the time. That way
when you do ask for
something, they’ll know you mean

25. [ 5 Tactics to Convert Fans to Constituents ]
#5: Make your content as
relevant as possible to your
fans.
How to do it: Call our your
friends interests – horse
friends? Dog friends? Friends
in a certain state?
Why it works: When something
is more relevant to you, you’re
more likely to pay attention and
do something about it.

26. [ Final Thought ]
“Social media
is free….
free like a
puppy.”
#SMWES // @cariegrls

27. [ Thank you! ]
sbarnett@humanesociety.org
@sarahhsus
linkedin.com/in/sarahkbarnett