leveraging social media for online organizing & advocacy
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(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Leveraging Social Media for Online Organizing & Advocacy
Alan Rosenblatt, Ph.D.
arosenblatt@americanprogressaction.org
Twitter: @CAPAction and @DrDigipol
Facebook.com/AmericanProgressAction
Facebook.com/DrDigipol
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
What tools should we use to reach our audience?
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Email No Longer King
• Across US, Europe, Australia, and Japan, 279.5 million people use email (August 2009)• Up 21% since August 2008
• 301.5 million use social networks (August 2009)• Up 31% since August 2008
• Email use may be on the rise, but it is falling further behind social networks everyday
Wall Street Journal, Oct. 12, 2009
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Email v. Social Media
Social
Media
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Implications for Organizing & Advocacy
• If you are not using social media in addition to email, your messages will• Not reach your audience, at best• Anger your audience, at worse
• Online campaign tools are in the hands of your audience and they are often better using them than you
• If you anger your audience by not respecting there preferred communication channel, you risk counter campaigns
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
CAP/Action uses social media
• Goal: Get our ideas into the hands of people with influence
• How: Use Twitter, Facebook. Email, Phone, etc. to distribute our reports, videos, and actions to press, policymakers, bloggers, advocacy organizers, & social network influential's
• Tactics:• Recruit the right audience• Create reciprocal and reinforcing relationship• Package message accessibly: video, photos, short essays,
easy actions
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Live Tweeting From Afghanistan ElectionBrian
@Katulis live Tweets
from Afghanistan
Expert Source
@CAPAction
Retweets
OrganizationAmplifies
Network Influentials
Policymakers
Social Networker
s
Online Organizer
sBloggers
Policy Profession
alsPressTraditional
Influentials
@DrdigipolRetweets
@MattYglesias
Retweets
@LarryKorbRetweets
CAP StaffAmplifies
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Leveraging Blogs
• Commenting on articles• Posting guest articles
• Op-Eds• Guest blog posts
• Diaries and blog communities• Pitching stories
• To mainstream media• To bloggers
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Leveraging Social Web
• Social Networks• Facebook (Growing older audience)• MySpace (Gathering pace for workers)• Twitter (27 million, where the influentials are)
• Social Media• YouTube• Flickr• Eventful
• Advocacy• Act.ly (Twitter petitions)• ThePetitionSite.com
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Leveraging Social Media
• Tools to manage your programHootSuite.com – team workflow, stats, schedule
tweets, brand monitoring,Tweetdeck.com – organize your views (desktop
application)
• Measuring your influenceBit.ly – Measuring click throughsTwitalyzer.com – channel and brand influence
• Managing your Twitter followersTwellow.com – Mutual and non-mutual friends
• Search – Identifying hashtags and influentialsSearch.Twitter.com
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Twitter Hashtags – Reaching beyond your followers• Ideology
• Progressives - #p2 #topprog #tpot #rebelleft• Conservatives - #tcot #tlot
• Issues• Employee Free Choice Act - #efca• Climate/Energy - #green• Health Care Reform - #hcr
• Actions• Digging - #digg
• Cross-conversations• Cross-ideology - #topprog #tcot (#tlot)• Targeted actions - #digg #p2
• Make up your own hashtags (Events, Issues)
(c) 2009 Center for American Progress Action Fund, All Rights Reserved | AMERICANPROGRESSACTION.ORG | PROGRESS THROUGH ACTION
Leveraging Social Media for Online Organizing & Advocacy
Alan Rosenblatt, Ph.D.
arosenblatt@americanprogressaction.org
Twitter: @CAPAction and @DrDigipol
Facebook.com/AmericanProgressAction
Facebook.com/DrDigipol
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