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PANELISTS DAN LEHRMANSAM RITCHIE
MICHAEL SEMANCHIK
MODERATORSARAH LEDDY
#Innocence Using Social Media to Promote
Campaigns and Spread Awareness
Social Media and Advocacy
Engage your followers
Grow your audience/list
Raise awarenessEarn mediaPass
policies/legislation
Social Media: Facebook
Social Media: Facebook
Facebook is currently the social media platform with the most engaged users.
Content that works well includes:Breaking newsPhotosVideosStories of injustice
Social Media: Twitter
Social Media: Twitter
Engagement on Twitter is about 1/5 of what it is on Facebook, but easy sharing in the form of “re-tweets” means reaching new audiences.
Breaking newsLinks to video, audio, news storiesContent headlines with a linkEvents/AnnouncementsVine is new, but catching on quickly
Social Media: Instagram
Social Media: Instagram
Instagram has surpassed 300 million users, with 75 million using the site daily. 13% of Internet users have an Instagram account and 53% of U.S. 18-29 year olds use Instagram daily.
Advocacy
Actions attract most engaged supporters and allow you to collect contact information.
Letter to target (e.g. Legislator, Governor)
PetitionPledgeLetter to exoneree
Analytics
THREE KEY AREAS
EDUCATIONAL EVENTS
POLICY INITIATIVES
ENGAGING & SHAMING PUBLIC OFFICIALS
Social Media:Policy/Innocence Legislation
Educational Events
Release of Governmental/Educational Report
Educational Events (Cont.)
Community Forums Organizing the Event Highlighting Speakers/Co-Sponsors Live Tweeting Event/Comments
Educational Events (Cont.)
Exonerations/Releases Releasing Pictures/Video Create FB event to provide
background Using social media to
circulate traditional press
Educational Events (Cont.)
“Making an Event” Exoneration Anniversaries/Key Court Decisions (or
Inaction) Popular Holidays
Policy Initiatives
Introduction of a billCommittee HearingsPassage through a committee
Policy Initiatives (Cont.)
Floor VotesLegislative PassageGovernor Sign/Veto
Engaging/Shaming Public Officials
Thanking Stakeholders/ Politicians/ Exonerees/ Public
Action Alerts Posting Videos/Pictures Support for case/pardon/clemency/legislation
Rodney Reed Campaign
Innocence March
Facebook Photos Text Articles
TwitterVideoBlog
RedditHashtagsWebsite
SEOChange.org
Kim Long Promotion
•CBS LA Relationship
•Story on CIP Website
•Press Releases
Live Tweeting Events
Possible EventsNAS Press ConferenceExonerationsCongressional HearingsThis ConferenceAnything else with
substantial press
Network ApproachForm a unified frontRT/Mention other IPs
BenefitsTwitter Real TimeExposure on IssueGenerate Additional
MediaBecome a source on a
particular topic
Exoneree Social Media
Exoneree Social Media (cont’d)