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Social Advocacy for Breakfastwith Alan Rosenblatt
Social Advocacy for Breakfast
Dimensions of digital communication strategy
1-D 2-D 3-DInformation Action Community
One-way Communication
Two-way Communication
All-way Communication
Audience Interacts with Information
Audience Interacts with Campaign, Organization, or
Government
Audience Interacts with Each Other
Email Lists & Brochure Websites
(Broadcast & Narrowcast)
Transactional Websites (Information Exchange, Donations,
& Action)
Social Networks & Social Media (Grassroots &
Grasstops)
Social Advocacy for Breakfast
Sherrington’s dog
Sir Charles Sherrington (1904) Pressure points Stimulus Threshold Multiple pressure points Sub-threshold
Additive summation Whole > Sum of the parts
Social Advocacy for Breakfast
The way things were
Campaigns email 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
• Email was the only online channel to reach Congress
Social Advocacy for Breakfast
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.
Social Advocacy for Breakfast
It’s all about…
Social Advocacy for Breakfast
It’s true: social media can reach the grassroots
Social Advocacy for Breakfast
• 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)
But more importantly: social media reaches influencers
Social Advocacy for Breakfast
Size isn’t everything
Social Advocacy for Breakfast
Engagement is everything
Social Advocacy for Breakfast
Growing your…
Social Advocacy for Breakfast
1. Connect – Follow people you want following you1. Following people who tweet about the same topics as you
creates a 15-30% chance they will follow you back.2. Engage – Reply to people you want following you
1. Not everyone notices who follows them, but everyone notices who mentions them. Reply w/ information & links you know will interest them. Ask questions & converse.
3. Recommend – Retweet/#FF followers you want1. Recommend people you want following you to your followers by
retweeting them & w/ #FF (Follow Friend).4. Repeat – Repeat steps 2 & 3 after they follow you back to deepen
your connection.5. Remember, it is about exchanging VALUE
Get followers, then deepen your connection
Social Advocacy for Breakfast
• Directories of influential tweeters• TweetProgress.us - Progressives• WeFollow.com – Keyword &
location• Tweetbe.at – Keywords• TwitterStates.com – Location• Listorious.com – Twitter Lists
• Use directories to search for people to follow
• Register on the directories so people find you
Find influencers to follow – Directories
Social Advocacy for Breakfast
Find influencers to follow – Drilling down into Twitter
Find an issue expert• Follow who they follow• Follow their followers• Follow their lists• Next iteration
Social Advocacy for Breakfast
• Twitter limits• Until you have 2,000 followers, you can only follow 2,000• Beyond that, you can follow 15% more than follow you
• Purge followers to maintain room to grow• People who don’t follow you back (unless they are interesting)• People who never retweet others• People who SPAM, shills, etc.
Clean your list – Unfollow dead weight
Social Advocacy for Breakfast
Find dead weight to unfollow
• TwitClearner.com is a tool to find dead weight
• Log in and run report• Review report and unfollow
dead weight
Social Advocacy for Breakfast
Targeting…
Social Advocacy for Breakfast
Finding government on social media
Social Advocacy for Breakfast
Twitter petitions: Act.ly
Social Advocacy for Breakfast
.@ChuckGrassley read our report on repealing #DADT (http://bit.ly/dadt) & vote FOR Defense Auth Bill. FYI @desmoinesdem @OneIowa #IA #p2
•140 characters is enough• 9-second soundbyte• Syllogisms• Links to more content• Haikus
•3 ways to make a link in Twitter• @mention, #Hashtag, URL
•Example: targeting a Member of Congress• Trackable link to measure click throughs• Use key audience hashtags• Alert watchdogs on Twitter
Anatomy of a tweet – Targeting a senator
Social Advocacy for Breakfast
• How often is it used?• Busy – Large audience, lots of
noise• Moderate – Best hashtag• Slow – No audience
• How many people are using it?• Many people – Big public
conversation• 1 or 2 people – Private
conversation• What is the ratio of RTs:Tweets?
• Ideal for network effect
Targeting by hashtag
Social Advocacy for Breakfast
Measuring…
Social Advocacy for Breakfast
• Audience engagement• You want RT, #FF, shares, comments, likes & 1+
• Audience quality & size• You want influencers, press & policymakers
• Driving traffic to your website & email lists• You want clicks & views
Metrics of success
Social Advocacy for Breakfast
Measuring influence
Social Advocacy for Breakfast
Measuring your reach on Twitter
Social Advocacy for Breakfast
Monitoring social media
Social Advocacy for Breakfast
Measuring URL clicks
Social Advocacy for Breakfast
A word on Pinterest
THANK YOU!
To follow up with the speaker:Alan Rosenblatt, Ph.D. [email protected]@DrDigipol@HaikuProgress
DrDigipol.Tumblr.comBigThink.com/blogs/Digital-PoliticsYouTube.com/DrDigipol
Presentations will be available at www.ncrc.org/conference by April 30, 2012
