Post on 21-Jan-2016
description
americanprogress.org
Here Comes Social Advocacy
Alan Rosenblatt, Ph.D.arosenblatt@americanprogressaction.org
Me on Social Media
@DrDigipol@HaikuProgress
DrDigipol.Tumblr.comBigThink.com/blogs/Digital-PoliticsYouTube.com/DrDigipol
Center for American Progress Action Fund
@ProgressLeague@CAPAction
Progressleague.orgFacebook.com/AmericanProgressAction
Facebook.com/ProgressLeague
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SOCIAL ADVOCACY?What is…
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The way things were
Campaigns email activists (very few forward it)
Congress gets the email (but no
one knows for sure)
Activists send email to
Congress
• Email is a closed communication loop
• Email was the only online channel to reach Congress
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The way things are now
Congress can’t ignore because
the world can see!
Campaigns email activists &
promote on social media
Activists send email to Congress & msg via social
media
Activists sent to email/petition page,
twitter petition, Facebook wall, etc.
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ENGAGEMENTIt’s all about…
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It’s true: social media can reach the grassroots
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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)
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Who do people trust?
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Size isn’t everything
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Influence in action: The right followers
10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (117,000 readers).
12/09 Brian Katulis tweets about Afghanistan surge quoted in NYT by Helene Cooper.
11/09 @Katulis tweet about Afghanistan sent by The Atlantic’s Ambnder to WH Nat’l Sec. Council.
1.
3.
2.
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AUDIENCEGrowing your…
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Get followers, then deepen your connection
1. Connect – Follow people you want following you
1. Following people who tweet about the same topics as you creates a 15-30% chance they will follow you back.
2. Engage – Reply to people you want following you
1. Not everyone notices who follows them, but everyone notices who mentions them. Reply w/ information & links you know will interest them. Ask questions & converse.
3. Recommend – Retweet/#FF followers you want
1. Recommend people you want following you to your followers by retweeting them & w/ #FF (Follow Friend).
4. Repeat – Repeat steps 2 & 3 after they follow you back to deepen your connection.
5. Remember, it is about exchanging VALUE
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POLICYMAKERSTargeting…
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Finding government on social media
GOVSM.com
Facebook.com/Congress
Twitter.com/TheDemocrats/house-democrats
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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)
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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
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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
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SUCCESSMeasuring…
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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
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Your Bio
• I am a doctor who supports the Affordable Care Act.
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Here Comes Social Advocacy
Alan Rosenblatt, Ph.D.arosenblatt@americanprogressaction.org
Me on Social Media
@DrDigipol@HaikuProgress
DrDigipol.Tumblr.comBigThink.com/blogs/Digital-PoliticsYouTube.com/DrDigipol
Center for American Progress Action Fund
@ProgressLeague@CAPAction
Progressleague.orgFacebook.com/AmericanProgressAction
Facebook.com/ProgressLeague