Post on 10-May-2015
description
Here Comes Social Advocacy
Online Advocacy Goes Public
Alan Rosenblatt, Ph.D.
arosenblatt@americanprogressaction.org
Twitter: @CAPAction, @ProgressLeague, & @DrDigipol
Facebook.com/AmericanProgressAction
Facebook.com/DrDigipol
Progressleague.org
The way things were
Campaigns send email blast to 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
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.
Case Study: ENOUGH
Twitter Petitions
Anatomy of a Tweet
Hey @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)
Understanding hashtags
Social media can reach the grassroots
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
Who do people trust?Among institutions, NGO’s most, but still lower than people
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.
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3.
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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, #EcoMonday• Facebook: Share via Profile/Newsfeed
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@americanprogressaction.org
Twitter: @CAPAction, @ProgressLeague, & @DrDigipol
Facebook.com/AmericanProgressAction
Facebook.com/DrDigipol
Progressleague.org