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CCSN's own Matt Handy's in-depth presentation on how to properly use social media in the context of advocacy.
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Social Networking & Advocacy:
the Obvious and Beyond
BEFORE YOU DO ANYTHINGKnow what your core advocacy goals are!
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YOUR ADVOCACY GOALS
Who are you trying to engage?
What is the best type of media to engage your intended audience?
The answers to these questions will determine which social network(s) will be best for you! http://www.letterbirdcreative.com/wp-content/uploads/2012/02/
twitter_question_mark.png
TRIED & TRUE SOCIAL NETWORKSand 5 reasons to use each of them.
1. Political decision-makers are on Twitter
2. Reach a broad audience
3. Easy to network
4. Simplest form of social media
5. Multiple people can manage 1 account
1. Massive user base
2. More interactive than Twitter
3. Personalized
4. Twitter link is extremely useful
5. Manage your organization through your personal account
MANAGING A FACEBOOK ORGANIZATION PAGE
Linking to a personal account is easy and much more convenient than managing two fully separate accounts
While signed into your personal account, go to: www.facebook.com/pages/create
Choose the type of page you’d like to create (business, organization, etc.)
Comes with downsides, however: personal account can be exposed
#HASHTAGS: A QUICK GUIDE
What are they, and why are they important?
• Keywords that allow users to find discussions relating to a certain word, phrase, event or topic
• Used on many networks including Twitter, Instagram, Tumblr, and now Facebook as well
• They categorize your tweets, allow others to find your organization
How to use them to further your cause
• They are a great tool to help users find your content
• They can help categorize the type of content you want to promote
• #cdnpoli, #bonehealthincancer
#HASHTAGS: A QUICK GUIDE
They are KEYWORDS, #so don't hashtag random words #for no #reason
Using too many hashtags #can #annoy #your #audience #and #make #you #seem #desperate
Hashtag important words - e.g. #cancer, #advocacy and #survivor will always turn up related results
It's also very important to pay attention to trending topics and use them to your advantage
BLOGS
1. Customizable platforms
2. More detailed and in-depth stories
3. Very personalized
4. Deep interaction with audience
5. RSS feeds can drive traffic to your website/other social media
YOUTUBE
1. Once again, massive user base
2. Integration with other networks
3. Outstanding content has the capacity to ‘go viral’
4. Very comprehensive analytics
5. Consistency is key
‘Professional’ version of Facebook
Supports company profiles
Stay in touch with other professionals/groups in a professional environment
If your audience is other professionals, use this!
225 million users
BEYOND THE OBVIOUSand why they should be obvious!
Excellent for events
Large user base
Integration with Twitter, Facebook, Tumblr & more
Hashtags can be used
Now video-capable as of June 20
VINE
Network for posting short 6-second videos captured with a mobile device
May be irrelevant now because of Instagram
Also great for events
Allows for more comprehensive posts
Integration with Twitter and Facebook makes up for small user base
TUMBLR
Network of blogs
Allows for more interaction than other blog sites
Tight-knit community
Emotional or thought-provoking posts are very common
OTHER NOTABLE NETWORKS
Vimeo: can be used along with YouTube
SoundCloud: audio clips or interviews
Twitch: live streaming events
USEFUL TOOLSto make your social media experience easier & more enjoyable.
TWEET DECK
Tweet scheduling
Multiple accounts
Feeds based off of trends, people, interactions, etc.
Global filters
Different themes
HootSuite is another option
SLIDESHARE
Tool to share slideshows online
Embed presentations in your blog
Share to all your social networks
Discover other slideshows
SOME CHALLENGESand what you can do to overcome them.
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CHALLENGES
How much should I be posting?
What can I do to stand out?
What kind of content should I post?
Which networks should I be using? (or not be using)http://3.bp.blogspot.com/-F5yqWd2GZro/Ty0ZY6nURvI/
AAAAAAAACJM/92ntfbioTDE/s1600/Twitter-Bird-officiald31850.png
FUTURE TRENDSand how to keep up with them!
GOOGLE+
Nobody uses it because nobody uses it (Facebook market dominance)
Google is slowly beginning to dominate social media
Alternative to ‘MomBook’ for younger generation
343 million active users (about 1/3 of Facebook’s user base)
Very integrated with YouTube
One of the fastest growing networks
Very easy to use consistently
Directs traffic to the sources of your images
Use this if your desired audience is women!
HOW TO KEEP UP
Consistency is key
Healthy mix of outside sources and original material
Stay up to date on tech news
Show your audience you care and they will as well!
RESOURCES
E-Advocate Network (http://www.e-advocate.org/)
Canadian Medical Association (http://www.cma.ca/advocacy/social-media-canadian-physicians)
American Library Association (http://www.slideshare.net/crr29061/social-media-and-advocacy)
Drinker Biddle & Reath LLP (http://vimeo.com/64802200)
Community Toolbox (http://ctb.ku.edu/en/tablecontents/sub_section_main_1266.aspx)
QUESTIONS?
Tweet me @matthewhandy1
Send an email to matthewhandy1@gmail.com
Or ask me right now!
Canadian Cancer Survivor Network Contact Info
Canadian Cancer Survivor Network1750 Courtwood Crescent, Suite 210Ottawa, ON K2C 2B5Telephone / Téléphone : 613-898-1871
•E-mail jmanthorne@survivornet.ca or mforrest@survivornet.ca •Web site www.survivornet.ca•Blog: http://jackiemanthornescancerblog.blogspot.com•Twitter: @survivornet.ca•Facebook: www.facebook.com/CanadianSurvivorNet •Pinterest: http://pinterest.com/survivornetwork/
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