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Social Media Training - Here Comes Social Advocacy (2011.05.31)
Social media has transformed online advocacy by allowing activists to directly engage members of Congress and the public. Campaigns can now promote petitions and reports on social media to reach grassroots supporters and traditional influencers. Activists use tools like targeted tweets, hashtags, and sharing on Facebook to amplify their messages. Tracking audience size, engagement, referrals, and mentions in traditional media helps measure the growing influence of online social advocacy.
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Social Media Training - Here Comes Social Advocacy (2011.05.31)
- 1. Here Comes SocialAdvocacy Online Advocacy Goes Public Alan Rosenblatt, Ph.D. arosenblatt@americanprogressaction.org Twitter: @CAPAction, @ProgressLeague, & @DrDigipol Facebook.com/AmericanProgressAction Facebook.com/DrDigipol Progressleague.org
- 2. The way thingswere Campaigns send Activists send Congress gets email blast to email to the email (but no activists (very Congress one knows for few forward it) sure) Email is a closed communication loop
- 3. The way thingsare now Campaigns Activists sent to Activists send Congress can’t email activists email/petition email to ignore because & promote on page, twitter Congress & msg the world can social media petition, Facebook via social media see! wall, etc.
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- 6. Anatomy of aTweet Hey @ChuckGrassley read our report on repealing #DADT (http://bit.ly/dadt) & vote FOR Defense Auth Bill. FYI @desmoinesdem @OneIowa #IA #p2 • Publicly targets Member of Congress • Trackable link to measure click throughs • Pushed to hashtag audiences • Issue specific (#DADT) • State specific (#IA) • Ideological group (#p2) •Alerts watchdogs • State blogger (@desmoinesdem) • State issue group (@OneIowa)
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- 8. Social media canreach the grassroots
- 9. Social media reachesinfluencers • Traditional influencers • Press • Policy Professionals • Policymakers • New influencers • State/issue bloggers, organizers, e-newsletter editors • Social network influencers • Influencers extend & enhance your influence (trusted 3rd party validation) - Across US, Europe, Australia, and Japan. WSJ 10/12/2009
- 10. Who do peopletrust? Among institutions, NGO’s most, but still lower than people
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- 12. Influence in action:The right followers 1. 10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (117,000 readers). 2. 11/09 @Katulis tweet about Afghanistan sent by The Atlantic’s Ambnder to WH Nat’l Sec. Council. 3. 12/09 Brian Katulis tweets about Afghanistan surge quoted in NYT by Helene Cooper.
- 13. Growing your audience:Social means reciprocal • Connect • Twitter: Follow • Facebook: Friend/Like • Engage • Twitter: Retweet/Reply • Facebook: Like/Comment • Recommend • Twitter: #FollowFriday (#FF), #ProgressiveTuesday, #Women2Follow, #EcoMon day • Facebook: Share via Profile/Newsfeed
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- 15. Managing Twitter &Facebook
- 16. Metrics of success •Audience size • Audience engagement • Driving traffic to your website & email lists
- 17. Measuring audience growth:Twitter
- 18. Measuring audience growth:Facebook
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- 21. Here Comes SocialAdvocacy Online Advocacy Goes Public Alan Rosenblatt, Ph.D. arosenblatt@americanprogressaction.org Twitter: @CAPAction, @ProgressLeague, & @DrDigipol Facebook.com/AmericanProgressAction Facebook.com/DrDigipol Progressleague.org