here comes social advocacy

americanprogress.org

Here Comes Social Advocacy

Alan Rosenblatt, [email protected]

Me on Social Media

@DrDigipol@HaikuProgress

DrDigipol.Tumblr.comBigThink.com/blogs/Digital-PoliticsYouTube.com/DrDigipol

Center for American Progress Action Fund

@ProgressLeague@CAPAction

Progressleague.orgFacebook.com/AmericanProgressAction

Facebook.com/ProgressLeague


SOCIAL ADVOCACY?What is…


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.


ENGAGEMENTIt’s all about…


It’s true: social media can reach the grassroots


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 3rd party validation)


Who do people trust?


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.


AUDIENCEGrowing your…


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


POLICYMAKERSTargeting…


Finding government on social media

GOVSM.com

Facebook.com/Congress

Twitter.com/TheDemocrats/house-democrats


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)


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


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


SUCCESSMeasuring…


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


Your Bio

• I am a doctor who supports the Affordable Care Act.


Here Comes Social Advocacy

Alan Rosenblatt, [email protected]

Me on Social Media

@DrDigipol@HaikuProgress

DrDigipol.Tumblr.comBigThink.com/blogs/Digital-PoliticsYouTube.com/DrDigipol

Center for American Progress Action Fund

@ProgressLeague@CAPAction

Progressleague.orgFacebook.com/AmericanProgressAction

Facebook.com/ProgressLeague

here comes social advocacy

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