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Here Comes Social Advocacy

Here Comes Social Advocacy. What is…. Social Advocacy?. Activists send email to Congress. Congress gets the email (but no one knows for sure). Campaigns email activists (very few forward it). The way things were. Email is a closed communication loop

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Here Comes Social Advocacy

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  1. Here Comes Social Advocacy

  2. What is… Social Advocacy?

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

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

  5. It’s all about… Engagement

  6. It’s true: social media can reach the grassroots

  7. But more importantly: 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 3rd party validation)

  8. Who do people trust?

  9. Size isn’t everything

  10. 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. Influence in action: The right followers

  11. Growing your… Audience

  12. 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

  13. Targeting… Policymakers

  14. Finding government on social media GOVSM.com Facebook.com/Congress Twitter.com/TheDemocrats/house-democrats

  15. Anatomy of a tweet – Targeting a senator .@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)

  16. Targeting by hashtag • How often is it used? • Busy – Large audience, lots of noise • Moderate – Best hashtag • Slow – No audience • How many people are using it? • Many people – Big public conversation • 1 or 2 people – Private conversation • What is the ratio of RTs:Tweets? • Ideal for network effect

  17. Hashtags for State of the Union • General tag: #SOTU • Drs. For America tag: #Dr4A • Health Care Reform: #HCR, #ACA • Progressives: #p2 • Conservatives: #tcot • Tea Party: #TeaParty • Occupy Wall Street: #Occupy, #OWS

  18. Measuring… Success

  19. Metrics of success • Audience engagement • You want RT, #FF, shares, comments, likes & 1+ • Audience quality & size • You want influencers, press & policymakers • Driving traffic to your website & email lists • You want clicks & views

  20. Your Bio • I am a doctor who supports the Affordable Care Act.

  21. Here Comes Social Advocacy

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