The document provides information about using social media for advocacy work. It defines social media and discusses how advocacy has changed from relying primarily on email to leveraging social platforms. It then provides tips for using Twitter and Facebook effectively for advocacy, including knowing your audience, engaging authentically, and measuring your influence and reach.

1. Beth Becker Progressive PST @Spedwybabs Alan Rosenblatt Center for American Progress @DrDigiPol

2. Social Media: A definition Social : 1. pertaining to, devoted to, or characterized by friendly companionship or relations: a social club. 2. seeking or enjoying the companionship of others; friendly; sociable; gregarious. Media the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely

4. The way things were: Email Advocacy Email is a closed communication loop Email was the only online channel to reach Congress Campaigns email activists (very few forward it) Congress gets the email (but no one knows for sure) Activists send email to Congress

5. The way things are now: Social Advocacy Congress can ’t ignore because the world can see! Campaigns email activists & promote on social media Activists send email to Congress & msg via social media Activists sent to email/petition page, twitter petition, Facebook wall, etc.

6. Questions to Ask Yourself What do I want to say? When do I want to say it? Who do I want to say it to? Who do I want my audience to repeat it to? What areas of interest exist between us & our audience? Where does my audience live? How formal is my relationship with my audience? Which social media platform is best to accomplish my goals? What other pieces are there to this campaign and how can social media complement them?

7. Know the Twitter Audience in General Category Number Worldwide Users 100 million + % of Users Access via Smartphone 55% Average # of Tweets/Day 230 million Estimated % of Passive Users 40% The Racial Gap 25% users African American, 16% Caucasian Racial Gap part 2 Largest growth: Latinos at 33% monthly The Age Gap Largest age group: 18-29 at 18% Bridging the Age Gap Largest growth: 30-49 at 14% growth Income Over 50% over %50,000/year Geographic Location 15% Urban, 10% Rural % of Internet Users who Admit using Twitter 13%

8. Know the Facebook Audience in General Category Number Worldwide Users 600 million + % of Users Access via Smartphone 200 million + The Age Gap 18-25= 35% of all users Bridging the Age Gap 50 and older= 12% and rising 58% yearly % of FB users related to overall web use 72% Page Post Impressions % 10% of fans see any one update Profile Post Impressions % 10% of your friends see your status updates Gender Gap Myth 298 million male- 288 million female Average time spent on FB/week 7.5 hours

9. Social media reaches influencers Traditional influencers Press Policy Professionals Policymakers New influencers State/issue bloggers, organizers, e-newsletter editors Social network influencers Influencers extend & enhance your influence (trusted 3 rd party validation)

11. Emerging Social Networks

13. Don’t be fooled

15. Engagement Authenticity Holistic

16. Engagement is everything

17. Audience

19. Engagement

20. Get followers, then deepen your connection Connect – Follow people you want following you Following people who tweet about the same topics as you creates a 15-30% chance they will follow you back. Engage – Reply to people you want following you Not everyone notices who follows them, but everyone notices who mentions them. Reply w/ information & links you know will interest them. Ask questions & converse. Recommend – Retweet/#FF followers you want Recommend people you want following you to your followers by retweeting them & w/ #FF (Follow Friend). Repeat – Repeat steps 2 & 3 after they follow you back to deepen your connection. Remember, it is about exchanging VALUE

21. Twitter Lists

24. Measuring influence: Twitalyzer dashboard

25. Measuring URL referrals & reach

26. Measuring audience growth: Facebook

28. Shortened & Customized URLs 1

29. Measuring URL clicks