Use Of New Media In Advocacy and Association Management
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The document discusses how associations can use new media tools like Facebook, YouTube, and Twitter for advocacy and engagement. It provides examples of how some associations like the Commission on Independent Colleges and Universities in New York and the Independent Colleges of Washington are using these tools. The session aims to acquaint participants with the major social media tools, show how some associations currently employ them, and discuss new strategies for creating more effective online communities through partnership.
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Use Of New Media In Advocacy and Association Management
- 1. Use of New Media in Advocacy and Association Management Session One NAICUSE Summer Workshop July 27, 2009 Jonathan Brown, Association of Independent California Colleges and Universities Dan Forbush, Skidmore College Roland King, National Association of Independent Colleges and Universities Greg Scheiderer, Independent Colleges of Washington Terri Standish-Kuon, Commission on Independent Colleges and Universities in New York
- 7. Here Are Your Tools
- 10. Part I: Introducing Facebook, YouTube and Twitter
- 11. Facebook: ‘Helps you connect and share with the people in your life’
- 13. … It’s Really ‘Sticky’ Visitors spent an average of four hours and 33 minutes in FB in June -- an increase of 240 percent in one year.
- 14. We Created an ‘Event Page’ for This Session in Facebook …
- 15. Other Key Facebook Functions Include:
- 16. ‘ Friending’
- 17. Content-Sharing I’m a ‘friend’ of Greg. That enables him to send messages to my ‘news feed.’ I’m a ‘fan’ of The New York Times . That enables them to send messages to my ‘news feed.’
- 18. ‘ Public Profiles’ When I ‘become a fan’ of this page, that enables CICU to send ‘updates’ to my news feed – just like The New York Times .
- 19. ‘ Updates’ on ‘Public Profiles’ ‘ Updates’ like this are pushed to my ‘news feed’
- 21. ‘ Favorite Pages’ Can Be Networked ‘ Add to My Page’s Favorites’
- 22. CICU’s Page is Now Featured on Skidmore’s Page as a ‘Favorite’
- 24. All NAICUSE members could create Facebook pages. NAICU could ‘favorite’ them and they could ‘favorite’ NAICU in return.
- 25. Any NAICUSE member could create a Facebook ‘public profile’ and ‘favorite’ the ‘public profiles’ of all of members, and all members could ‘favorite’ its ‘public profile’ in return.
- 26. NAICUSE could create a ‘secret’ Facebook group and invite all members. You could have extended online discussions using Facebook’s ‘discussion topics’ feature.
- 27. Facebook and the ‘Ladder of Engagement’ Personal Create a profile, post a comment, make a donation, sign up for email, ‘friend’ a classmate Social Post pictures or videos, write a blog post, join a discussion or group, post a class note Advocate Recruit others to donate, host an event, create a group
- 31. Twitter: ‘A service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?’
- 33. Here’s NAICU’S Twitter Page
- 34. Part II: How Associations Are Using Social Media
- 35. Commission on Independent Colleges and Universities Terri Standish-Kuon
- 36. CICU Web Site
- 37. New York Student Aid Alliance Web Site
- 38. New York Student Aid Alliance Banner ads
- 39. New York Student Aid Alliance Collateral
- 40. New York Student Aid Alliance Facebook Page
- 41. Using “Insights” to Track
- 42. cIcu’s Twitter feed Twitter Page
- 43. LinkedIn
- 45. Independent Colleges of Washington Greg Scheiderer
- 46. Independent Colleges of Washington Facebook Page
- 49. Twitter Tools such as TweetDeck help organize posts into categories for selective viewing.
- 50. Association of Independent California Colleges and Universities Jonathan Brown
- 51. Students Against Cal Grant Budget Cuts Facebook Group Links
- 52. Students Against Cal Grant Budget Cuts Twitter Page
- 53. Students Against Cal Grant Budget Cuts YouTube Channel
- 54. Students Against Cal Grant Budget Cuts Blog
- 57. Part III New Strategies: Where Do We Go From Here?
- 58. Part IV New Media in Internal Communications
- 59. Wimba
- 60. Basecamp: ‘The Better Way to Get Projects Done’
- 61. Global View of All Projects
- 62. Key Project Management Functions
- 63. Milestones
- 64. Writeboards
- 65. Messages
- 66. Messages (continued) I can reply via a Web comment box …
- 67. Messages (continued) … or I can reply by email
- 68. Discussion? Please join our Facebook event page for direct links to most Web pages referenced in this discussion and other new-media resources. You’ll find this presentation at www.slideshare.com/dforbush For a behind-the-scenes look at Basecamp, drop a note to [email_address] .
Editor's Notes
- New York Student Aid Alliance Facebook site launched first week of December, 2008 73 Fans by December 10, 2008. Advertisement Campaign 1 launched on 12/08/08 Target: New York State High School and College Students + College Graduates Campaign Budget: $500 By 12/17/08 – 324 Fans or 254 New Fans. Page was seen 2217 times. Advertisement received 3,834,696 impressions (Advertisement appeared on viewer’s page). Advertisement Campaign ended on December 20 th . Benefits: New Fans Use of Facebook data in GAT meetings Increased advocacy avenues Use of Facebook in 2009 Student Lobby Day Advertisement Campaign 2 03/09/2009 – 03/16/2009 – Target: New York State High School and College Students + Graduates; Campaign Themes: Grad TAP, TAP, NYHELPs, C-STEP. Campaign Budget: 598.30 Page was seen 1,236 times. 3,834,696 Impressions. Total Fans: 867 Benefits: New Fans Advocacy: 30,000 emails to legislators Student advocates Fans stayed informed of developments through Facebook notes
- I don’t plan to add any screen shots here. I envision Terri, Jon, Greg and Roland at a table at the front of the room and me at the lectern moderating a general 20 minute discussion of how associations and colleges can put the new tools to better use.