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americanprogress.org Here Comes Social Advocacy Alan Rosenblatt, Ph.D. arosenblatt@americanprogressaction.org 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/Facebook.com/ProgressLeague Slide 2 americanprogress.org SOCIAL ADVOCACY? What is Slide 3 americanprogress.org 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 Slide 4 americanprogress.org The way things are now Congress cant 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. Slide 5 americanprogress.org ENGAGEMENT Its all about Slide 6 americanprogress.org Its true: social media can reach the grassroots Slide 7 americanprogress.org But more importantly: 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 3 rd party validation) Slide 8 americanprogress.org Who do people trust? Slide 9 americanprogress.org Size isnt everything Slide 10 americanprogress.org 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 Atlantics Ambnder to WH Natl Sec. Council. 1. 3. 2. Slide 11 americanprogress.org AUDIENCE Growing your Slide 12 americanprogress.org Get followers, then deepen your connection 1.Connect Follow people you want following you 1.Following people who tweet about the same topics as you creates a 15-30% chance they will follow you back. 2.Engage Reply to people you want following you 1.Not everyone notices who follows them, but everyone notices who mentions them. Reply w/ information & links you know will interest them. Ask questions & converse. 3.Recommend Retweet/#FF followers you want 1.Recommend people you want following you to your followers by retweeting them & w/ #FF (Follow Friend). 4.Repeat Repeat steps 2 & 3 after they follow you back to deepen your connection. 5.Remember, it is about exchanging VALUE Slide 13 americanprogress.org POLICYMAKERS Targeting Slide 14 americanprogress.org Finding government on social media GOVSM.com Facebook.com/Congress Twitter.com/TheDemocrats/house-democrats Slide 15 americanprogress.org Anatomy of a tweet Targeting a senator. @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) Slide 16 americanprogress.org Targeting by hashtag How often is it used? Busy Large audience, lots of noise Moderate Best hashtag Slow No audience How many people are using it? Many people Big public conversation 1 or 2 people Private conversation What is the ratio of RTs:Tweets? Ideal for network effect Slide 17 americanprogress.org Hashtags for State of the Union General tag: #SOTU Drs. For America tag: #Dr4A Health Care Reform: #HCR, #ACA Progressives: #p2 Conservatives: #tcot Tea Party: #TeaParty Occupy Wall Street: #Occupy, #OWS Slide 18 americanprogress.org SUCCESS Measuring Slide 19 americanprogress.org Metrics of success Audience engagement You want RT, #FF, shares, comments, likes & 1+ Audience quality & size You want influencers, press & policymakers Driving traffic to your website & email lists You want clicks & views Slide 20 americanprogress.org Your Bio I am a doctor who supports the Affordable Care Act. Slide 21 americanprogress.org Here Comes Social Advocacy Alan Rosenblatt, Ph.D. arosenblatt@americanprogressaction.org 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/Facebook.com/ProgressLeague