| Date post: | 17-May-2015 |
| Category: |
Documents |
| Upload: | alan-rosenblatt |
| View: | 559 times |
| Download: | 3 times |
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Leveraging Social Media for Online Organizing & Advocacy
Alan Rosenblatt, Ph.D.
Twitter: @CAPAction and @DrDigipol
Facebook.com/AmericanProgressAction
Facebook.com/DrDigipol
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Do you?@BarackObama – 3.4 million followers
@WhiteHouse – 1.7 million followers
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
How can I get as many followers as Obama?
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Like this?
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Size isn’t everything
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Shifting channels
• Across US, Europe, Australia, and Japan, 279.5 million people use email (August 2009)• Up 21% since August 2008
• 301.5 million use social networks (August 2009)• Up 31% since August 2008
• Email use may be on the rise, but it is falling further behind social networks everyday.
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Go to Your Audience
Twitter • 37.5m US users, 12 mil visits/day, 75m global users • Influencers, more urban, med age=31, growing younger
Facebook • 120m US users, 35 mil unique visits/day, 400m global users• Well-educated, white-collar, coastal, med age=26, growing older
MySpace • 57m US users,13 mil visits/day• Blue-collar, middle America, med age=27
LinkedIn • 10m US users, 5.5 mil visits/day, 60m global users• Business professionals, med age=40
Care2 • 13m users, 160k visits/day• Progressive activists, 64% women, med age 45
AARP • 1.1m US users, 300k unique visits/month• Older (55+)
BlackPlanet • 17m users, 765k visits/day• African-American
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Age Distribution on Social Networks
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
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)
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Case study: Stan (@Stan)
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
Value to CAP/Action increases
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Social Media Advocacy Tools
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Measuring Success: Mentions
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Measuring Success: Click-Throughs
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Measuring Success: Not Just Numbers
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.
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Twitter Petitions
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Tweeting the Government
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
List Building on Twitter
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Targeting Tweets
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Twitter Hashtags – Reaching beyond your followersIdeology
Progressives #p2, #topprog, #progressivetuesday
Conservatives #tcot, #sgp, #tlot, #teaparty, #IAmTheMob
Issues
Labor #union, #efca, #aflcio, #seiu, #ibew
Healthcare #hcr, #hc09, #singlepayer, #pubop, #health
Energy/Climate #climate, #energy, #green, #co2, #cop15
Women #fem2, #woc, #prochoice, #women2follow
Other Hashtags
Actions #action, #digg
Events #NN09, #PDF09, #IAR… Make your own for your events
Cross-Talk Pair hashtags for different audiences & actions
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Leveraging Social Media for Online Organizing & Advocacy
Alan Rosenblatt, Ph.D.
Twitter: @CAPAction and @DrDigipol
Facebook.com/AmericanProgressAction
Facebook.com/DrDigipol
