Utilizing New Media & Social Media to Build Support For Your Organization & Your Agenda
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Transcript of Utilizing New Media & Social Media to Build Support For Your Organization & Your Agenda
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Utilizing New Media & Social Media to Build Support for Your Organization & Your Agenda
American Tort Reform Association
Molly NichelsonAmerican College of Cardiology
2400 N Street, NWWashington, D.C. 20037
Email: [email protected]: (202) 375-6470
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Audience Questions
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By show of hands…
How many of your organizations / companies use at least use one
social networking platform?
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By show of hands…
How many of you use at least use one social networking platform?
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By show of hands…
How many of your companies / organizations have:
1.) Facebook fan page(s) 2.) Twitter account(s)3.) LinkedIn account4.) YouTube account
5.) SlideShare account
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By show of hands…
How many of you have:
1.) Facebook fan page(s) 2.) Twitter account(s)3.) LinkedIn account4.) YouTube account
5.) SlideShare account
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By show of hands…How would you describe your
social media skills?
Beginner
Intermediate
Advanced
Warren Miller*
*Ski nerds know who I’m talking about
Yeah, that’s me. Are you impressed? I’m kind of a big deal. Follow me on Twitter!
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What would you like us to talk about?
Don’t be shy! Interactivity is key!
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Now on to our regularly scheduled broadcast…
And thanks for engaging!
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“Stop, look and listen, baby,
that’s my philosophy….”
And if you can name that song, you get a peanut butter and banana sandwich!
The King of Social Media says,
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STOP: Questions to Ask
• The audience – who I want to engage & how?– What are my goals?
• What are the right sites to be on?– And how do they differ?
• What is my comfort level?– Technology– Time Commitment – Sharing & interacting
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STOP: Questions to Ask
• What are the legal implications?– Are you or a member of your staff contacting
members of Congress directly? • Does it constitute lobbying?
• How can this help my career? Hinder?– How will you be viewed by peers?– How will this intel you share on social
networking sites be used by opposing groups?
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LOOK: Questions to Ask
• What are other groups doing?– Look up like-minded groups and not so like-
minded groups– How are they leveraging the new medium?
• Look at your resources– Who will manage it? – Who will be committed to the daily care and
feeding your social media sites?
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LISTEN: Questions to Ask• Listen to the pros and cons from peers and
colleagues– Learn from other group’s mistakes– Know there are valid concerns – and know how to
defend your use of social media
• Listen…with an open mind about the new technologies– These technologies are not for young people anymore– I mean, the King does this from his grave…
http://twitter.com/ElvisPresley
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What are the top social networking sites?
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Social Networking Sites
• Facebook– Can be personal, professional or a blend of the two– I have two pages
• Professional• Personal
• Twitter– Can be personal, professional or a blend of the two– I manage accounts
• @Cardiology• @MollyNichelson
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• SlideShare– Share your PowerPoint presentations– Be seen as an expert– Search other people’s presentations
• Foursquare (or other geolocating sites)– Check in to places and earn badges – Connect with your friends and see where they are– Can be good for grassroots advocates for lobby days
• LinkedIn– Purely professional– Great way to engage your peers!
Social Networking Sites
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Twitter Applications
• Sending Your Tweets:– Computer
• Tweetdeck: http://tweetdeck.com/beta/ • Seesmic: http://desktop.seesmic.com/ • Hootsuite: http://www.hootsuite.com
– Blackberry • UberTwitter: http://ubertwitter.com/
– iPhone• Tweetie: http://www.atebits.com/tweetie-iphone/
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Twitter Applications
• Feeding your RSS feeds to Your Twitter Account:
– Ping.fm – http://ping.fm – Tweetlater – http://tweetlater.com– Hootsuite -- http://hootsuite.com
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Twitter Terminology: Hashtag
• Use a hashtag (#) before a word in a post allows you to tag that post for that word
• This allows your word to be more readily searched
• Can help bring you new followers and help you find more followers & monitor conversations
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RSS Feed Twitter Accounts
• There is NO way you can keep up with all the tweets
• Put individual feeds of members of Congress / thought leaders in to Google Reader
• Use Tweet Congress and dump their feed in to your Google Readerhttp://tweetcongress.org/
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Grassroots and Twitter• Annual Meetings / Hearings
– Live Tweet programs– Use the Twitter ‘handle’ of the person talking– Use hashtags
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Grassroots and Twitter• Retweet Members of Congress
– Shows the members you’re watching– Gives credibility to your organization– Passes on the member’s message– Make sure to keep the Tweets relatively even
along party lines
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Grassroots and Twitter• Grassroots Campaigns
– Create a hashtag (and see if it’s being used!)– Advertise it Action Alerts, publications– Retweet those who use it & thank them!– Send tweets to members of Congress with
campaign…and have your advocates do the same
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Grassroots and Social Media• Grassroots Meet Ups
– Invite like-minded social media folks to your meeting• Amplifies your voice – but you won’t have control
of message!• Provide a bloggers lounge & allow access for
special interviews
– Live Stream your events• USTREAM• Qik• Livestream
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Best Practices & Advice
• Know that you WILL make mistakes• You will NOT have full control• Use your own voice
– Don’t turn your Twitter account in to an RSS feed
– Be a HUMAN behind your account• Give something of value to your audience
– Coupons, advice, articles, thanks
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Best Practices & Advice
• Realize that Twitter is like a radio station in which there is a ‘drive time’
• Retweeting is totally fine to catch the different time zones
• Follow members of Congress via TweetCongress:http://tweetcongress.org/
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Best Practices & Advice
• And know when you send a tweet, it’s out there…and it’s searchable!
– http://search.twitter.com
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Best Practices & Advice
• Following & Followers– Be judicious, but don’t be a snob either
– Don’t get freaked out by who’s following you
– If someone is wacky, block them
– And did I mention there are reporters on Twitter…and they may follow you? • http://journalistsontwitter.wetpaint.com/
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Best Practices & Advice
• Monitor, Monitor, Monitor!– Don’t throw stuff out and then don’t react;
monitor your account and who’s following you
– Have an RSS feed on your #hashmarks & company’s name• http://search.twitter.com
– See what’s popular on Twitter• Trending topics
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American College of Cardiology’s Advocacy Department & Twitter
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Work Twitter Account
• Company Twitter Page: @Cardiology– Updates on news stories– RSS Feed of CEO’s Blog– ACC Advocacy issues– Engaging MOCs– Feeds to my work Facebook page for ACC members,
staff and MOCs
• I run it, but it’s the voice of the ACC Advocacy Department– Engage people personally via DM
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How We Use Twitter
• Send news articles– Show that we’re on top of the healthcare
issues• Members• Media• Other healthcare groups
• RSS feed– CEO’s blog (Lewin Report)
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How We Use Twitter
• Highlight member and advocacy achievements & grassroots pushes
• Interact with members of Congress– http://tweetcongress.org– Gray area as there may be legal implications– I have ceased in doing this as I am not
registered – I urge caution!• Still teaching our members about Twitter
– Have included our link in alerts35
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Making the Most of Facebook
• Who is your audience?– Members of Congress, businesses, peers,
journalists• What do you want to share?
– And what will be of interest to them?
• How do you want to engage this group?– Action alerts– Attend events– Spread the message
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Finding Facebook Friends
• Finding People– Take the time to find those members of
Congress on Facebook• Facebook.com/Congress – links to all MOCs • Find out about townhalls, look at their videos…get
intel!
– Find out if you have members / employees on Facebook• Run your email address book in Facebook. You’ll
be surprised who’s on
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Facebook Advocacy
• Health Reform – Campaign for Patient Access Advocacy Week– Created an event on Facebook and invited
ACC members, staff, chapter executives AND members of Congress
– Obviously members of Congress wouldn’t attend, but made them aware of the week
– Created a secondary hit to our members about the week
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Facebook – Are They Engaging?
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Best Practices & Advice
• Monitor, Monitor, Monitor!– Don’t throw stuff out and then don’t react;
monitor your account and who’s following you
– See what other people are posting and post it to your page
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Best Practices & Advice
• Make it interesting!– Feed your Twitter account to Facebook
• Gets them interested in Twitter & hits them with stuff that they may not see via email
– Share events, links and semi-personal stuff about yourself• Helps your members / employees connect with you
& this helps your grassroots efforts!
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Facebook Parting Thoughts
• Engage with others & make it interesting
• Know that you will make mistakes
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• Show your professional side
• Engage your peers in groups– Really can expand your horizons and link with cool people
• Meet new people & broaden your horizons
• Link your professional Twitter feed to your LinkedIn account
• Link your PowerPoint presentations via SlideShare– Toot your horn!
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Parting Thoughts
• As advocates have to walk a fine line• Personal and professional benefits of
engaging in social networking can be huge• I’m a big proponent, and greatly enjoy the
folks I interact with online• Overcoming fear and realizing you’re
human as is everyone else can be difficult• Think about the tools and how you can
use them
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Your Homework
Time to read up on social media!
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Reading Up on Social Media
• Social Media Websites
• http://mashable.com/• http://www.smartbrief.com/• http://www.twitip.com/• http://www.readwriteweb.com/• http://www.chrisbrogan.com/• http://social-media-university-global.org/• http://beth.typepad.com/ (for non-profits)• http://www.socialfish.org/ (for non-profits)
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Reading Up on Social Media
• ePolitics Websites
• http://techpresident.com/• http://personaldemocracy.com/• http://tweetcongress.org• http://twitterroom.thehill.com/• http://www.epolitics.com/• http://www.nextgov.com/
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Stay in Touch!
Molly NichelsonAmerican College of Cardiology
2400 N Street, NWWashington, D.C. 20037
Email: [email protected]: (202) 375-6470
Work Twitter: @CardiologyPersonal Twitter: @MollyNichelson
SlideShare: mollynichelsonLinkedIn: mollynichelson