Here Comes Social Advocacy        Online Advocacy Goes Public                 Alan Rosenblatt, Ph.D.        arosenblatt@am...
The way things wereCampaigns send                        Activists send    Congress gets  email blast to                  ...
The way things are now  Campaigns        Activists sent to    Activists send    Congress can’temail activists     email/pe...
Case Study: ENOUGH
Twitter Petitions
Anatomy of a TweetHey @ChuckGrassley read our report on repealing #DADT(http://bit.ly/dadt) & vote FOR Defense Auth Bill. ...
Understanding hashtags
Social media can reach the grassroots
Social media reaches influencers• Traditional influencers   • Press   • Policy Professionals   • Policymakers• New influen...
Who do people trust?Among institutions, NGO’s most, but still lower than people
Size isn’t everything
Influence in action: The right followers1.  10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (117,000 reader...
Growing your audience: Social means reciprocal• Connect  • Twitter: Follow  • Facebook: Friend/Like• Engage  • Twitter: Re...
Monitoring social media
Managing Twitter & Facebook
Metrics of success• Audience size• Audience engagement• Driving traffic to your website & email lists
Measuring audience growth: Twitter
Measuring audience growth: Facebook
Measuring influence
Measuring URL referrals
Here Comes Social Advocacy        Online Advocacy Goes Public                 Alan Rosenblatt, Ph.D.        arosenblatt@am...
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Social Media Training - Here Comes Social Advocacy (2011.05.31)

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Newest version of my social media training.

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Social Media Training - Here Comes Social Advocacy (2011.05.31)

  1. 1. Here Comes Social Advocacy Online Advocacy Goes Public Alan Rosenblatt, Ph.D. arosenblatt@americanprogressaction.orgTwitter: @CAPAction, @ProgressLeague, & @DrDigipol Facebook.com/AmericanProgressAction Facebook.com/DrDigipol Progressleague.org
  2. 2. The way things wereCampaigns send Activists send Congress gets email blast to email to the email (but no activists (very Congress one knows for few forward it) sure) Email is a closed communication loop
  3. 3. The way things are now Campaigns Activists sent to Activists send Congress can’temail activists email/petition email to ignore because & promote on page, twitter Congress & msg the world can social media petition, Facebook via social media see! wall, etc.
  4. 4. Case Study: ENOUGH
  5. 5. Twitter Petitions
  6. 6. Anatomy of a TweetHey @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)
  7. 7. Understanding hashtags
  8. 8. Social media can reach the grassroots
  9. 9. 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) - Across US, Europe, Australia, and Japan. WSJ 10/12/2009
  10. 10. Who do people trust?Among institutions, NGO’s most, but still lower than people
  11. 11. Size isn’t everything
  12. 12. Influence in action: The right followers1. 10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (117,000 readers).2.11/09 @Katulis tweet about Afghanistan sent by The Atlantic’s Ambnder to WH Nat’l Sec. Council.3. 12/09 Brian Katulis tweets about Afghanistan surge quoted in NYT by Helene Cooper.
  13. 13. Growing your audience: Social means reciprocal• Connect • Twitter: Follow • Facebook: Friend/Like• Engage • Twitter: Retweet/Reply • Facebook: Like/Comment• Recommend • Twitter: #FollowFriday (#FF), #ProgressiveTuesday, #Women2Follow, #EcoMon day • Facebook: Share via Profile/Newsfeed
  14. 14. Monitoring social media
  15. 15. Managing Twitter & Facebook
  16. 16. Metrics of success• Audience size• Audience engagement• Driving traffic to your website & email lists
  17. 17. Measuring audience growth: Twitter
  18. 18. Measuring audience growth: Facebook
  19. 19. Measuring influence
  20. 20. Measuring URL referrals
  21. 21. Here Comes Social Advocacy Online Advocacy Goes Public Alan Rosenblatt, Ph.D. arosenblatt@americanprogressaction.orgTwitter: @CAPAction, @ProgressLeague, & @DrDigipol Facebook.com/AmericanProgressAction Facebook.com/DrDigipol Progressleague.org

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