Here Comes Social Advocacy (Revised for Salsa User Conference - 2011.11.01)

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  1. Here Comes Social Advocacy 11.1.11 Alan Rosenblatt, Ph.D. [email_address] Me on Social Media @DrDigipol @HaikuProgress DrDigipol.Tumblr.com…
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  • 1. Here Comes Social Advocacy 11.1.11 Alan Rosenblatt, Ph.D. [email_address] Me on Social Media @DrDigipol @HaikuProgress DrDigipol.Tumblr.com BigThink.com/blogs/Digital-Politics YouTube.com/DrDigipol Center for American Progress Action Fund @ProgressLeague @CAPAction Progressleague.org Facebook.com/AmericanProgressAction Facebook.com/ ProgressLeague
  • 2. SOCIAL ADVOCACY? <ul><li>What is… </li></ul>
  • 3. The way things were <ul><li>Email is a closed communication loop </li></ul><ul><li>Email was the only online channel to reach Congress </li></ul>Campaigns email activists (very few forward it) Congress gets the email (but no one knows for sure) Activists send email to Congress
  • 4. 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.
  • 5. ENGAGEMENT <ul><li>It’s all about… </li></ul>
  • 6. It’s true: social media can reach the grassroots
  • 7. But more importantly: social media reaches influencers <ul><li>Traditional influencers </li></ul><ul><ul><li>Press </li></ul></ul><ul><ul><li>Policy Professionals </li></ul></ul><ul><ul><li>Policymakers </li></ul></ul><ul><li>New influencers </li></ul><ul><ul><li>State/issue bloggers, organizers, e-newsletter editors </li></ul></ul><ul><ul><li>Social network influencers </li></ul></ul><ul><li>Influencers extend & enhance your influence (trusted 3 rd party validation) </li></ul>
  • 8. Who do people trust?
  • 9. Size isn’t everything
  • 10. Engagement is everything
  • 11. 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.
  • 12. POLICYMAKERS <ul><li>Targeting… </li></ul>
  • 14. Optimize Twitter & FB share text
  • 15. Anatomy of a tweet <ul><li>. @ChuckGrassley read our report on repealing #DADT (http://bit.ly/dadt) & vote FOR Defense Auth Bill. FYI @desmoinesdem @OneIowa #IA #p2 </li></ul><ul><li>Publicly targets Member of Congress </li></ul><ul><li>Trackable link to measure click throughs </li></ul><ul><li>Pushed to hashtag audiences </li></ul><ul><ul><li>Issue specific (#DADT) </li></ul></ul><ul><ul><li>State specific (#IA) </li></ul></ul><ul><ul><li>Ideological group (#p2) </li></ul></ul><ul><li>Alerts watchdogs </li></ul><ul><ul><li>State blogger (@desmoinesdem) </li></ul></ul><ul><ul><li>State issue group (@OneIowa) </li></ul></ul>
  • 16. Twitter petitions: Act.ly
  • 17. Obama campaign uses Twitter petitions <ul><li>Candidate Obama uses social advocacy </li></ul><ul><li>Address/ZIP matching to Representative </li></ul><ul><ul><li>If your Rep is Democrat, you get to Tweet @SpeakerBoehner </li></ul></ul>
  • 18. What is a good hashtag? <ul><li>How often is it used? </li></ul><ul><ul><li>Busy – Large audience, lots of noise </li></ul></ul><ul><ul><li>Moderate – Best hashtag </li></ul></ul><ul><ul><li>Slow – No audience </li></ul></ul><ul><li>How many people are using it? </li></ul><ul><ul><li>Many people – Big public conversation </li></ul></ul><ul><ul><li>1 or 2 people – Private conversation </li></ul></ul><ul><li>What is the ratio of RTs:Tweets? </li></ul><ul><ul><li>Ideal for network effect </li></ul></ul>
  • 19. Metrics of success <ul><li>Audience quality & size </li></ul><ul><ul><li>You want influencers, press & policymakers </li></ul></ul><ul><li>Audience engagement </li></ul><ul><ul><li>You want RT, #FF, shares, comments, likes & 1+ </li></ul></ul><ul><li>Driving traffic to your website & email lists </li></ul><ul><ul><li>You want clicks & views </li></ul></ul>
  • 20. Here Comes Social Advocacy 11.1.11 Alan Rosenblatt, Ph.D. [email_address] Me on Social Media @DrDigipol @HaikuProgress DrDigipol.Tumblr.com BigThink.com/blogs/Digital-Politics YouTube.com/DrDigipol Center for American Progress Action Fund @ProgressLeague @CAPAction Progressleague.org Facebook.com/AmericanProgressAction Facebook.com/ProgressLeague
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