This document discusses how to effectively use social media for communications campaigns. It provides examples of how different social media platforms can be used to discuss topics like drinking beer or clean water. It also offers tips on developing content for multiple platforms, including Facebook, Twitter, Pinterest and Instagram. The document then discusses how to measure the effectiveness of social media use and how social media can be used to influence legislators. It provides two case studies of real campaigns that successfully used social media and other digital tactics to impact legislation.

1. SOCIAL MEDIA IN SUCCESSFUL
COMMUNICATIONS CAMPAIGNS
Clean Water Connects June 3-4,2014
#CleanWaterConf

2. Jeanne McCann
New Media Director
@mccannjl
Danielle Tarr
New Media Associate
@tarr0808
@thehatchergroup

3. Understanding Social Media

4. Let’s Drink!
Twitter
Facebook
Foursquare
Instagram
YouTube
Pinterest
G+
“I’m #drinking a #beer.”
“I like beer!”
“This is where I drink beer!”
“Here’s a vintage photo of me drinking a
beer!”
“Watch how I lift up this glass and drink
this beer!”
“Check out these DIY instructions
for brewing beer!!”
“I’m a Google employee who drinks
beer!”
Inspired by: http://socialskatter.tumblr.com

5. Social Platforms
Facebook
Pinterest Instagram Google+
LinkedIn Twitter

6. How It Works
• Visual
• Friendly and engaging
• 1-3 posts per day
• Likes
• Comments
• Shares
• Links
• Newsy and informative
• 4-8 tweets per day
• @replies
• Favorites
• Retweets
• @mentions
Facebook Twitter

7. Memes, Quotes, Cartoons, oh my!

8. Being Effective

9. Do Your Homework
• Build lists
• Pre-write posts
• Know best times
• Schedule

10. Interact!
Grow Your Audience
Follow
Favorite
Reply
Retweet
Share
Comment
Like
Ask
Facebook
Ads

11. Amplify Your Message
• Hashtags
• Twitter lists
• @mentions
• Twitter chats
• Thunderclaps
• Twibbons
• Email

12. Join a conversation
#hashtags
#CleanWaterConf

13. Make watch lists, unify a team, provide a resource to others
Twitter Lists

14. @mentions

15. @mentions

16. Gather experts, explain an issue, discuss a topic
Twitter Chats

17. Measuring Effectiveness

20. Using Social Media
To Reach Legislators

21. Maryland Legislators’ Use Of
Social Media
49%
33%
19%
By the
Numbers
Followers & Likes*
1-499
500-
999
1000+
78%said they use social
media
*Estimates as of September 2013

22. Why Legislators Use Social Media
0% 20% 40% 60% 80% 100%
Communicate with or lobby
legislative colleagues
Stay apprised of relevant news
Inform legislative actions
Coordinate events and activities
Communicate views and
activities
Understand constituents' views
and opinions

23. Reaching Legislators

24. Reaching Legislators

25. Real Campaigns
With Impact

26. Maryland’s landmark 2012 stormwater
law under attack in an election year
Clean Water, Healthy Families

27. Messaging

28. Messaging

29. Google Ads
Cost: $600.00
Duration: 12 days
Results:
263 clicks
93,701 impressions

30. Facebook Ads

33. Senate committee shoots down proposed stormwater repeal
The push against Maryland's
stormwater mandate got a
little weaker Thursday as a
Senate committee reported
it shot down a proposed
repeal of the mandate.
The Senate Education,
Health and Environmental
Affairs Committee voted 7-4
to give an unfavorable report
to Senate Bill 5.
The bill, introduced by Sen.
Allan Kittleman, R-Howard,
would repeal a requirement
that Maryland's 10 largest
jurisdictions assess
stormwater fees.
Anne Arundel County is one
of the 10 jurisdictions, and
has set fees at $85 for most
single-family homes.
Critics have dubbed the fees
a 'rain tax.'
The four senators who voted
for the bill were Sens. Ed
Reilly, R-Crofton, Bryan
Simonaire, R-Pasadena,
J.B. Jennings, R-Baltimore
County, and Roy Dyson, D-
St. Mary's.
But seven Democrats,
including Sen. Jim
Rosapepe, D-College Park,
showed their heavy hand in
the committee, voting
against the bill..
The Annapolis
Capital
www.annapoliscapital.com THE WORLD’S FAVOURITE NEWSPAPER - Since 1879

34. Maryland needs a pesticide reporting
database to track pesticides usage for
environmental and public health
Smart on Pesticides

35. Smart on Pesticides

36. Smart on Pesticides

37. Strategic Partnering

38. Facebook Ads

39. Video

41. Takeaways
 Don’t focus on numbers
 Do interact
 Do target
 Do your research
 Don’t just talk, listen
 Do leverage the influence of others

42. Questions?
Jeanne McCann
jeanne@thehatchergroup.com
@mccannjl
Danielle Tarr
danielle@thehatchergroup.com
@tarr0808
www.thehatchergroup.com/
twitter