media as an advocacy tool jude thaddues njikem country coordinator organisation of african youth -...
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Media as anAdvocacy ToolJude Thaddues NjikemCountry Coordinator
Organisation of African Youth - Cameroon
What is Media?Media used for social interactionWeb-based technologies to turn communication into an interactive dialogueMedia used to share information such as radio and TVCreate and exchange content with other users
Types of Social MediaBlogs (Wordpress, blogger)Microblogging (Twitter)Location-based social networking (Four Square and Facebook Places)
Social Networking (Facebook, LinkedIn)Events (Meetup.com, Facebook Events)Multimedia (YouTube, Skype, SlideShare)
Social Media = Advocacy ToolPolicymakers, Media, Business & Industry are on TwitterStudents, Policymakers, Teachers are using FacebookContact media/policymakers about entrepreneurship and CTE utilizing social media
Research Shows.A national survey of reporters and editors revealed that 89% use blogs for story research65% turn to social media sites such as Facebook and LinkedIn52% utilize microblogging services such as Twitter. On March 1, The Rockville Central, a community news site in DC, moved all operations and news coverage to Facebook.Most legislators have presences on Twitter and Facebook
Research (continued)Twitter users: 47% are between 18 and 34 years old. (53% are female); second-largest group (31%) are 35-49 years oldResearch by Pamorama states 70% of social media users between the ages of 18-34 regularly use Facebook more than other sites such as MySpace, Twitter, and Classmates.com
Goals for Media CampaignGoal - Goal setting is an important function that often can be overlooked by programs as time consuming and contentious. When working with coalitions, it is especially important to set specific goals so that each coalition member has a clear understanding of common ground, especially when those comprising the coalition have diverse positions on other issues.
Goals for Media Campaign contdObjectives - Three levels of objectives support the overall goal of any media advocacy initiative. The first is the overall program objective; that is, what will need to happen to reach the program goal? they lived.
Start Your Own SM AdvocacyCreate sample messagesDevelop short, direct messagesAlternate data and storiesUse strong but respectful languagePoint to links for more information (shorten links through bit.ly)Thank people for participating!
Social Media DontsDont forget to re-tweetDont neglect replies Dont be too formal or too personalDont use more outlets than you can manage
Food for Thought..If policymakers are using Facebook & Twitter to communicate with you, then we too need to engage as wellQuick way to educate media/policymakers about events, data and newsBuild relationships with policymakers and the media to increase awareness about issues
**The growth of policymakers using social media and blogging started in 2005. Then Speaker Dennis Hastert (R-Ill) started his own blog and leadership offices and policymakers started to hire staff for social media. After the November election and Democrats lost the majority in the house, Speaker Nancy Pelosi decided she wanted to run for Minority Leader. She wanted to get the news out fast, so she tweeted it.Policymakers are using social media as a way to engage constituents in policy. They ask conversation for feedback, questions for policymakers to answer and getting the word out about different bills happening on Capitol Hill.This year during the Presidents State of the Union Address, eight members of the GOP filmed, edited, and tweeted video responses that were uploaded to YouTube every four minutes. House Majority Leader Eric Cantor participated in the event. He also started a separate project called YouCut, which allows people to vote online for specific spending cuts and every week he takes the winning items to the House floor for a vote.House Minority Whip Steny Hoyer (D-Md) last June organized Member Online All-Star Competition to engage policymakers on Facebook, Twitter and YouTube. The effort led to House Democrats acquiring more than 43,000 followers and subscribers in three weeks.White House Press Secretary has hosted more than a dozen First Question sessions on Twitter, where he takes the first question from the public during a press conference.Tweet Congress has a list of all members using Twitter, and there are 134 Republicans and 115 Democrats.There are over 1,000 media on Twitter, and they use Twitter as a resource to find sources for stories, leads and sharing information with their readers.Policymakers are using Facebook to keep their members aware of whats happening in Congress, posting upcoming events, etc.
Legislators differ in the amount of the time they (or their staff) spend on social media. *So as you can see, Twitter had the most traction, possibly because it is the easiest to updatejust retweet! Also, it has become a little more professionally focused, on personal learning networks, than Facebook. *You can use ACTEs sample messages on /smadvocacy.aspx, or take those as a base and add your own specifics*Or people wont re-tweet your stuff. This builds a community around a topic. Dont forget to acknowledge messages and replies you receive positivelyDont share a marketing message only without real content behind it.