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social change + social media
This document provides a training presentation for grassroots campaign organizers on leveraging social media for activism, particularly against Section 377 in India. Key topics include effective use of platforms like Facebook and Twitter, case studies of successful online mobilization, and practical tips for engaging audiences. It emphasizes the importance of blending online and offline efforts while staying authentic and focused on building relationships.
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social change + social media
- 1. social change + socialmedia quick tips to get up and running September 2014
- 2. about this presentation •Created for organizers of a global grassroots campaign against Section 377, an archaic law criminalizing homosexuality in India • Social media must drive awareness and traffic to a petition on change.org • Presented via Google Hangout to accommodate multiple time zones
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- 4. purpose • Deliver just-in-timetraining, empowering champions of change • Focus scarce resources on largest opportunities: facebook and twitter • Stick to the basics
- 5. a few thoughtsto start • Social media isn’t easy—investing in relationships takes time + effort • Be yourself—stay clear of being anonymous, faceless • Each network is unique—learn it’s individual language and quirks • Online activities complement offline activities—plan them together, not in silos
- 6. case study| 1 January18, 2012 | Day of Protest • Two bills were shelved after online protests: Stop Online Piracy (SOPA) and Protect Intellectual Property Act (PIPA) • Key websites like Wikipedia held a blackout on January 18, 2012, the first hearing of the bills in Congress • On that day, >8M looked up their representative on Wikipedia • 3M emailed Congress to oppose the bills • Google’s petition recorded over 4.5M signatures • Twitter recorded at least 2.4M SOPA-related tweets • In-person demonstrations occurred in several cities, including NY, San Francisco and Seattle
- 7. case study| 2 #tellviceverything •When Min. Vic Toews tabled Bill C-30 and Canadians worried about their internet privacy, they used this tag to flood his feed, “confessing” in protest, kindly saving him the need to spy. • Hashtag generated 40,000 tweets in 2012 ridiculing the Conservative government’s proposed bill • Offline rallies occurred around the country • Due to the public outcry, the bill did not become law.
- 8. case study| 3 #bringbackourgirls •In the middle of the night on April 15, 2014, over 300 girls were kidnapped from their boarding school in Nigeria by Islamist militant group Boko Haram. • Over 2M tweets by first week of May • Widespread celebrity support • Rallies took place outside Nigerian embassies around the world • Successful in terms of awareness, but also highlights limits of hashtag activism • As of July, there is no word on where the girls are or if they’ll return home
- 9. common traits mobilize allies publicly draw influencers tothe cause marry online and offline efforts
- 10. common traits Campaign Mobilizepublic Influencers Offline + Online SOPA/PIPA Garnered support from individuals and multi-national corporations Critical support came from highly visible companies like Google, Reddit, Facebook, Twitter, Wordpress and Wikipedia Rallies dovetailed with online activities to drive awareness Tell Vic Everything Advocacy groups like OpenMedia.org leveraged interest in hashtag to mobilize formal protests against the bill High-profile leaders jumped in to participate in the hashtag to raise awareness like Justin Trudeau Rallies and attendance at official hearings were integral—just like generating widespread online support Bring Back Our Girls Widespread global support Celebrities and political leaders posted selfies showing their support Protests took place at embassies around the world
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- 12. learning objectives • Pagebasics • Pin vs. highlight posts • Cover photo • Status posts • Facebook algorithm • Tagging • Apps
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- 14. pin vs. highlight clickon the down-turned arrow in the corner of post you’ve made to get the option to Pin it to the top of your page or highlight it. Pin vs. Highlight • Pinning moves a post to the top of the left column on the wall for seven days, making it highly visible. • Highlighting stretches a post across both columns of the wall, effectively doubling its width. • You can’t simultaneously pin and highlight the same post at the same time.
- 15. cover photo as apage administrator, you can add a description, including hyperlinks (hint: put in a link to your petition or site).
- 16. samples of goodcover photos
- 17. status posts text posts photosand videos— photos get 53% more likes, 104% more comments and 84% more click-throughs on links than text- based posts (Kissmetrics) Source: http://www.fastcompany.com/3022301/work-smart/7-powerful-facebook-statistics-you-should-know-about events— post any events you may be holding on FB, tagging potential attendees boost posts if you have a budget
- 18. facebook algorithm • Yourfans may not see your posts—even though they’ve liked your Page. • Facebook ranks posts and filters, placing select content at the top of people’s newsfeeds and hiding others. • Content is filtered based on factors like how often fans interact with your page; how many likes, shares and comments individual posts receive; how much your fans have interacted with that kind of post in the past; and whether your content is being hidden and/or reported a lot. • You can either boost posts (pay for higher visibility) or you can continue to experiment with your content (how it’s written, when you post, etc.) in order to increase reach.
- 19. tagging | 1 Facebooksupports tagging so that you can add a link to your friend’s profile to a post. They’ll be notified that you’ve tagged them and curious to see what you’ve said. It’s the biggest advantage Facebook has—your friends (and family) want to hear from you. So tag them whenever you’re posting relevant content that they’ll find interesting/take action on. But if you’re overzealous, then you run the risk of wearing out your welcome. Be judicious.
- 20. tagging | 2 tostart tagging, just type the “@” sign followed by your friend/family member’s name without any spaces. Tagging is “smart,” meaning as you type, you’ll get a dropdown menu of possible options. Find the right name and click on it to select it. You can tag 50 people per photo or 20 per status update.
- 21. apps Customize your Facebook Page byadding apps Apps provide new opportunities for engagement Go to facebook.com/ga mes to search and install an app to your Page Popular apps include: • YouTube app pull a stream of your videos to your Page • Pinterest app pull items from your Pinterest boards • Mailchimp set up a sign-in form to collect email addresses
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- 23. learning objectives • Howto read a tweet • Replies • Retweet (RT) • Write a tweet • Hashtags • “.” at beginning of tweets • DM • Handle trolls • Lists + curation
- 24. how to reada tweet Thumbnail of user or “avatar” 1 2 3 4 5 6 1 2 3 4 5 6Twitter “handle” or username of poster Action buttons (L to R) Reply, RT and DM buttons Text of tweet Handle of another Twitter user or “@mention" Shortened URL or link to external site
- 25. let’s practice1 2 4 5 63 Thumbnail of user or “avatar” 1 2 3 4 5 6Twitter “handle” or username of poster Action buttons: Reply, RT, etc. Text of tweet Handle of another Twitter user or “@mention" Shortened URL or link to external site
- 26. replies | @mention+ message original tweet
- 27. replies | @mention+ message original tweet my reply his reply to me my last reply
- 28. replies: @mention +message automatically adds @mentions from original post keeps track of character count; max: 140
- 29. Retweet or “RT” Whenyou find content you want to share with your followers, you can retweet the content quickly and easily via the RT button. RTs show up in your timeline Depending on which app you use to post to Twitter, you can also add a comment before posting a RT. Or you can copy and paste the post into a new message and add your editorial before publishing.
- 30. Retweet or “RT” originalpost written in response initials of person posting for Montreal Canadiens corporate account; great for when a team shares responsibilities for posting indicates “text in brackets” is re-posted or RT
- 31. how to writea tweet Keep it to 100 characters, encouraging dialogue + RTs / Be personal—not anonymous, faceless / Add value by creating or sharing good content / Use #hashtags / Call to Action
- 32. how to writea tweet | Samples 110 characters w/spaces Personal #Hashtag Call to Action is a link back to their website Post includes a picture; engagement increases with pictures and videos
- 33. how to writea tweet | Samples 117 characters w/spaces Personal #Hashtag Call to Action is a link back to their website Post includes a picture; engagement increases with pictures and videos
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- 35. #hashtag tips • Tweetswith hashtags have 2x more engagement than those without • Posts with 1-2 hashtags have 21% higher engagement than posts with posts with 3+ hashtags • Tweets with more than two hashtags show a 17% drop in engagement Source: http://www.gosocializeme.com/2013/06/hashtag-how-to-guide-and-infographic/
- 36. videos + photos •Videos are shared 12x more than links and text posts combined; photos are shared 2x more than text updates – On FB’s top 10 brand pages, photos and videos drive most engagement. – 42% of all tumblr posts are photos – Over 100M YouTube users take social actions every week – Pinterest sends more referral traffic than Twitter, StumbleUpon, LinkedIn and Google+ Sources: Mbooth infographic, http://t3n.de/news/social-media- fotos-videos-410872/framed- visualstorytelling/
- 37. “.” at thebeginning of tweets Start a tweet with an @mention? That means only those who follow BOTH you and the user you’ve mentioned will see the tweet— vastly reducing the reach of that content. Your followers @mention’s followers subset of people who follow BOTH you and the other account who could see the post
- 38. “.” at thebeginning of tweets Only followers of @humsafartrust AND @Pallav01 have a chance of catching this post in their feed
- 39. “.” at thebeginning of tweets Only followers of @humsafartrust AND @Pallav01 have a chance of catching this post in their feed
- 40. “.” at thebeginning of tweets • Format your tweets to either avoid putting an @mention at the beginning of a post or adding a period (“.”) at the beginning
- 41. Direct Message or“DM” • Users who follow each other can send private messages or “Direct Messages” (DM) to each other • Great for when privacy is paramount—not useful when your purpose is to spread awareness • Do not set up your account to auto- DM new followers—that’s the antithesis of being social and forming connections. You can’t automate relationships!
- 42. handle trolls • Trollslook to provoke emotion by posting inflammatory content • They’re not looking to have a cerebral debate • If you’ve made a good faith effort to talk to someone and they continue to make provocative posts, you can ignore, block or report them to Twitter While admiring Anderson Cooper’s bold response to his troll, few of us have the time and energy to contend with these kinds of Twitter users
- 43. lists + curation •In Twitter, you can follow users by creating or following a list. • Add Twitter users to a custom list that you can either keep private or public for others with similar interests to follow. • Your lists can be excellent sources for discovering content that you carefully curate in order to share the best with your followers.
- 44. lists + curation Thisuser has created multiple lists that you could follow in order to find content to share or likeminded individuals that could be mobilized to your cause.
- 45. listly • Services likeListly can help you find lists to follow like this one: Here’s the URL for easy reference: http://list.ly/list/FAQ-lgbtq- support-groups-and- resources-in- india?feature=search
- 46. twitter tips foryou Encourage engagement. Currently, you’re posting original content or retweeting others, which is good. But there’s little interaction with followers or allies. Start by thanking people for participating, following you and sharing the petition. Follow more users. Who are the influencers in this area? Pursue them. Use the #no377 hashtag consistently—it’s included infrequently now.
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- 48. learning objectives • whatit is vs. what it isn’t • hootsuite’s dashboard • spotlight on streams • streams by profile
- 49. hootsuite what it is •publish across multiple social networks from one secure, web dashboard • connect to your social profiles on Facebook, Twitter, LinkedIn (up to 3 for free) • schedule posts • track mentions • pull analytics • Freemium model what it isn’t • it is not a social network itself—it’s a tool to help you publish efficiently
- 50. hootsuite’s dashboard |11 4 2 3 Profile picker—toggle between social profiles 1 2 3 4 open text box where you compose a post Tabs separate streams of content and profiles—max of 20 per free account Streams, or columns, of content—max of 10 per free account
- 51. hootsuite’s dashboard |2 1 Select from the dropdown where you want to publish. You can pin your main profile so you don’t have to repeat this selection for every post. 1 2 Write a post and use the functions at the bottom right to add an “ow.ly” (shortened URL), upload an attachment, schedule a post to go live later, add a location, and geo- target by country. 2
- 52. spotlight on streams •Real-time streams of content • Allow you to monitor what’s trending, top of mind • Most recent posts appear at the top • Content is filtered, helping you easily monitor, post and participate HOME: features posts made by those you follow MENTIONS: shows posts you are mentioned in (tip: talk to these people!) SENT: keep track of what you have posted MY TWEETS, RETWEETED: identify what’s been shared by others (tip: write more)
- 53. streams by profile| 1 streams just for Twitter streams just for Facebook These are the standard streams you can add to your dashboard out of the box. Experiment with your own by creating lists or setting up custom searches.
- 54. streams by profile| 2 streams just for Twitter Best Bets: • Load lists from Twitter (your own or others) • Twitter Search: #LGBT AND India • FB Search: gay rights India Hover over any post on the left and you’ll get the opportunity to Reply, RT, Direct Message, Favourite or take another action.
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- 56. hootsuite analytics Variety of templates available—some arefree, some are available for a fee, and others are available only for Enterprise users. You can track which posts are gaining traction with users, your # of followers, and top referrers.
- 57. facebook insights Each tab features additional stats Bestway to identify which content is leading to engagement Check performance by day of the week/time of day
- 58. tweetreach.com Estimated reach and impressionsare based on your followers and their connections—be cautious as this is like the circulation numbers for print (read: inflated) Top contributers and most retweeted tweets can be great for identifying influencers and which content you should create more of.
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- 60. Resources • Facebook Helphttps://www.facebook.com/help/ • Twitter Support Centre https://support.twitter.com/ • Hootsuite Help Center https://hootsuite.com/help • Tweet Reach http://tweetreach.com/ • Pink Banana Media LGBT Social Media and Web 2.0 Marketing https://www.patravelandtourism.org/sites/default/files/PBM- SocialMedia2014-Sales.pdf • Jonathon Kopp, The Social Web's Impact on Politics and Public Policy • http://www.slideshare.net/jonathankopp/kopp-gpg-social-web-impact- on-public-policy-03june14 • Grassroots Online, Social Media + Mobilization http://www.slideshare.net/GrassrootsOnline/mobilization-socialmedia- 33371588 • A defence of 'clicktivism': how online campaigns make change, http://www.channel4.com/news/change-org-online-activism-case- clicktivism
- 61. let’s stay intouch • Digital Marketing Manager @ ICBC • @tbains • Linkedin.com/in/tbains • tracybains.ca • me@tracybains.ca