PANELISTS DAN LEHRMANSAM RITCHIE

MICHAEL SEMANCHIK

MODERATORSARAH LEDDY

#Innocence Using Social Media to Promote

Campaigns and Spread Awareness

Social Media and Advocacy

Engage your followers

Grow your audience/list

Raise awarenessEarn mediaPass

policies/legislation

Social Media: Facebook

Social Media: Facebook

Facebook is currently the social media platform with the most engaged users.

Content that works well includes:Breaking newsPhotosVideosStories of injustice

Social Media: Twitter

Social Media: Twitter

Engagement on Twitter is about 1/5 of what it is on Facebook, but easy sharing in the form of “re-tweets” means reaching new audiences.

Breaking newsLinks to video, audio, news storiesContent headlines with a linkEvents/AnnouncementsVine is new, but catching on quickly

Social Media: Instagram

Social Media: Instagram

Instagram has surpassed 300 million users, with 75 million using the site daily. 13% of Internet users have an Instagram account and 53% of U.S. 18-29 year olds use Instagram daily.

Advocacy

Actions attract most engaged supporters and allow you to collect contact information.

Letter to target (e.g. Legislator, Governor)

PetitionPledgeLetter to exoneree

Analytics

THREE KEY AREAS

EDUCATIONAL EVENTS

POLICY INITIATIVES

ENGAGING & SHAMING PUBLIC OFFICIALS

Social Media:Policy/Innocence Legislation

Educational Events

Release of Governmental/Educational Report

Educational Events (Cont.)

Community Forums Organizing the Event Highlighting Speakers/Co-Sponsors Live Tweeting Event/Comments

Educational Events (Cont.)

Exonerations/Releases Releasing Pictures/Video Create FB event to provide

background Using social media to

circulate traditional press

Educational Events (Cont.)

“Making an Event” Exoneration Anniversaries/Key Court Decisions (or

Inaction) Popular Holidays

Policy Initiatives

Introduction of a billCommittee HearingsPassage through a committee

Policy Initiatives (Cont.)

Floor VotesLegislative PassageGovernor Sign/Veto

Engaging/Shaming Public Officials

Thanking Stakeholders/ Politicians/ Exonerees/ Public

Action Alerts Posting Videos/Pictures Support for case/pardon/clemency/legislation

Rodney Reed Campaign

Innocence March

Facebook Photos Text Articles

TwitterVideoBlog

RedditHashtagsWebsite

SEOChange.org

Kim Long Promotion

•CBS LA Relationship

•Story on CIP Website

•Press Releases

Live Tweeting Events

Possible EventsNAS Press ConferenceExonerationsCongressional HearingsThis ConferenceAnything else with

substantial press

Network ApproachForm a unified frontRT/Mention other IPs

BenefitsTwitter Real TimeExposure on IssueGenerate Additional

MediaBecome a source on a

particular topic

Exoneree Social Media

Exoneree Social Media (cont’d)