Sarah BarnettSenior Manager, Social Media

@sarahhsus

[ Social Media for Advocates: 2013 HSUS State Council Retreat]

[ My name is Sarah, and I’m a social media addict. ]

How many of you are on Facebook? Twitter?

How many of you use social media to connect with other advocates?

How many of you have logged on in the past 24 hours?

[Some Questions for You All ]

What We’ll Talk About

• Part I: Considerations

• Part II: Privacy Settings

• Part III: Use Social Media for Good

• Part IV: Tactics

Why Are We Here?

The way we communicate is changing. It’s not a fad. Therefore, we must adapt by:

Having a presence in places where people are.

Expanding our networks to gain widespread support for important issues where people are.

Recruiting new supporters, and new advocates, where they are.

Giving people a way to take action for animals – where they are.

The question is no longer “should we be using social media” – it’s “how?”

Why this too?

Website Facebook twitter

One way communication

Two way communication

Two + way communication

Content generated in house – changes daily

Contend generated by users – changes by

the hour

Content generated by users & current events

– changes by the minute

Press releases Posts Soundbites

Talking to people Talking with and to people

Talking with people, debate, less control

Privacy

Privacy

Quick Steps

Privacy

Quick Steps

Privacy

Using Social Media for Good

Using Social Media for Good: Collaboration

Using Social Media for Good: Collaboration

Using Social Media for Good: Education

Using Social Media for Good: Education

Using Social Media for Good: Legislators

Using Social Media for Good: Legislators

Using Social Media for Good: Opposition

[ What Matters? ]

The Friend request or Follow is the beginning of the relationship,

not the end.Ask yourself:• Do those people do what you want them to do? (tie to goals)• How can you get them to do it? (think like a user)• How are you making it a valuable community for both you and

your friends? (be selective and creative)• How will you get them to come back? (engage)

You must be relevant, interesting, concise, responsive, and provide value to your friends.

[ Tactics to Steal! ]

Get excited!!

[ 5 Tactics to Convert Friends to Constituents ]

#1: Ask explicitly with a solid call to action.

How to do it: – Add “Please RT” or “please share” or “take action now” to your posts. Note: use sparingly or it will not mean as much.

Why it works: People tend to do things if you just ask.

[ 5 Tactics to Convert Fans to Constituents ]

#2: Close the loop.

How to do it: When you ask friends to do something, let them know what happens as a result.

Why it works: People want to know how their time and money is making a difference. Show them by following up and closing the loop, and they’ll be more inclined to do it again when you ask.

[ 5 Tactics to Convert Fans to Constituents ]

#3: Make it about THEM.

How to do it: Instead of saying “sign our disaster preparedness pledge” say “you wouldn’t leave your pet behind in a disaster, would you? Then sign the pledge!”

Why it Works: People ask “what’s in it for me?” Make it about them and they’ll be more likely to do what you want. (This was the most successful post on 2012)

[ 5 Tactics to Convert Fans to Constituents ]

#4: Post a variety of types of content.

How to do it: Ask for opinions, post actions, post funny photos or videos.

Why it works: People like variety. Switch it up. Don’t beat people over the head with asks or homeless animals, but don’t just post fluff all the time. That way when you do ask for something, they’ll know you mean it / need it.

[ 5 Tactics to Convert Fans to Constituents ]

#5: Make your content as relevant as possible to your fans.

How to do it: Call our your friends interests – horse friends? Dog friends? Friends in a certain state?

Why it works: When something is more relevant to you, you’re more likely to pay attention and do something about it.

[ Final Thought ]

#SMWES // @cariegrls

“Social media is free….

free like a puppy.”

[ Thank you! ]

sbarnett@humanesociety.org@sarahhsus

linkedin.com/in/sarahkbarnett