Using Social Media for Political ActionPresented by Richard SilverOntario Real Estate AssociationOREA PAC Days November 24th, 2010

Identifying The Why?

• Building credibility• Establishing and fostering relationships

with your audience• Becoming the “Source” and developing a

“go-to” following• Offering like minded politicians the

organization as a lobbying resource on issues central to them

Identifying Your Tools

• Organization Blogs• News Feeds (RSS Enabled)• Facebook Pages• Twitter• YouTube Channels• E-Press Releases• Email Newsletters•Webinars

Identifying The Issues

• Local• Regional• National• International• Communicate in the manner that is most

comfortable to them.

Identifying Your Audience

•Membership• Public• Politicians: Members, their offices, riding

associations, and their constituents• This audience is busy and wants high

quality information quickly in “sound bites”. Brevity and clarity are supreme.• Be original and transparent

Transparency is KEY!

Increasing Your Network

• Database Upload to Social Networks• Permission Based: Always ask how the

recipient wants to be communicated with…• Constant Contact: Newsletters & Surveys• Set an everyday goal to increase your

database• Friends of friends marketing• RSS Feeds/Subscription

Dialoguing and Commentary

• By approval before posting• By setting ground rules (no anti-

competitive discussions or breaches of Code of Ethics)• Encouraging participation by posing

questions rather than answers• Fostering discourse rather than dissent

Be Prepared For The Flack

• Comments may be all positive, negative or a combination of both• Responses should be short, to the point

and with great use of common sense…• Always remember who you are speaking

to but be aware that other audiences may be listening• Don’t overstep your bounds…source of the

source

The Social Media World

• “Twitter-able” Phrases: can you say what is needed in 140 Characters?• Can a graph or chart be summarized in 140

Characters? • Can your leadership succinctly explain a

major issue in a 3 minute YouTube Video?• Can you become the SOURCE in the Public

and the Media’s eye?

Summary

• You have a great opportunity• Use your membership to carry your

message• Facilitate the dissemination of information

to your members and their clients• Foster your organizational BRAND