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Here Comes Social AdvocacyNCRC
April 16, 2011
Alan Rosenblatt, [email protected]
Twitter: @ProgressLeague, @CAPAction & @DrDigipolProgressleague.org
http://Facebook.com/AmericanProgressActionFacebook.com/DrDigipolYouTube.com/DrDigipolSlideshare.net/DrDigipol
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
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.
Dimensions of digital communication strategy
1-D 2-D 3-DInformation Action Community
One-way Communication
Two-way Communication
All-way Communication
Audience Interacts with Information
Audience Interacts with Campaign,
Organization, or Government
Audience Interacts with Each Other
Email Lists & Brochure Websites (Broadcast &
Narrowcast)
Transactional Websites (Information Exchange,
Donations, & Action)
Social Networks & Social Media (Grassroots &
Grasstops)
Sherrington’s dog
• Sir Charles Sherrington (1904)• Pressure points• Stimulus• Threshold• Multiple pressure points• Sub-threshold
• Additive summation• Whole > Sum of the parts
Social media can reach the grassroots
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)
- Across US, Europe, Australia, and Japan. WSJ 10/12/2009
Who do people trust?Among institutions, NGO’s most, but still lower than people
Who do people trust?Experts & Peers
Size isn’t everything
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.
Invest in emerging influencers
Stan
Spring ’09: Stan received information from CAP via email &
web
June ’09: Stan joins Twitter
July ’09: Stan has 40 followers;
starts retweeting @CAPAction
Today, Stan over 400 followers & continues to share his influence
w/ @CAPAction & other CAP/Action Twitter channels
Value to CAP/Action increases
Growing your audience: Social means reciprocal
• Connect• Twitter: Follow• Facebook: Friend/Like
• Engage• Twitter: Retweet/Reply • Facebook: Like/Comment
• Recommend• Twitter: #FollowFriday (#FF), #ProgressiveTuesday,
#Women2Follow, #EcoMonday• Facebook: Share via Profile/Newsfeed
Organize your social media champions w/ Lists
Growing your Twitter audience: TweetSpinner
Offline recruitment
• Events• Direct mail• Business cards• Networking
Anatomy of a tweet
Hey @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)
Understanding hashtags
Twitter petitions: Act.ly
Social Advocacy Case Study: ENOUGH
Metrics of success
• Audience size• Audience engagement• Driving traffic to your website & email lists
Measuring audience growth: Twitter
Measuring audience growth: Facebook
Monitoring social media
Measuring influence
Measuring URL referrals
Here Comes Social AdvocacyNCRC
April 16, 2011
Alan Rosenblatt, [email protected]
Twitter: @ProgressLeague, @CAPAction & @DrDigipolProgressleague.org
http://Facebook.com/AmericanProgressActionFacebook.com/DrDigipolYouTube.com/DrDigipolSlideshare.net/DrDigipol
