social media for state and local campaigns public affairs council
DESCRIPTION
TRANSCRIPT
![Page 1: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/1.jpg)
Using Social Media for State and Local CampaignsCaveats, Strategies, Tactics, Resources
September 2012
NOTE: Use “Notes” View in PPT
Deb SilverbergManager, Social Communications and Strategy@va_deb @AARP #SLGR12
![Page 2: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/2.jpg)
AARP
Friendly Reminder:Print and/or Look at this Deck Using “Notes Page View” for Maximum Benefit
2
@va_deb#SLGR12
![Page 3: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/3.jpg)
AARP
Quick Survey (no wrong answers!)
You...
• Have personal Facebook page?
• Post or comments at least once a week?
• Have an individual Twitter account?
• Generally tweet, reply, RT content at least 5 days per week?
• Use Hootsuite, Tweetdeck, other Twitter client?
Your Company/Org…
• Have branded, active Facebook page/presence ?
• Have state/regional Facebook pages?
• Have a Twitter presence?
• Have state or region Twitter subaccounts?
• Have someone in company/org dedicated to social media full-time?
3
@va_deb#SLGR12
![Page 4: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/4.jpg)
AARP
Social Media Can Have a Multiplier Effect
4
You
Your FamilyFriends======
Their FamilyFriendsMedia=== ==> And so on and
so on…
![Page 5: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/5.jpg)
AARP
Social Media Epidemic… Suffering from BSOS “Bright Shiny Object
Syndrome”
5
@va_deb#SLGR12
![Page 6: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/6.jpg)
AARP
Social Media Is *Just One Tool* In Your Comms and Advocacy Toolbox
6
@va_deb#SLGR12
• Not a standalone solution
• Not a magic bullet
• Shouldn’t be done in a vacuum
• Should be viewed as one part of overall campaign
Internal resources should be enlisted to help and advise.
![Page 7: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/7.jpg)
AARP
Make Sure to Tap Into Internal Social Comms Resources
7
@va_deb#SLGR12
Could be in…
• Communications
• Media Relations
• Marketing
• Digital Strategy or Web productionFind out who “owns” day-to-day management
of your org’s Twitter and Facebook accounts.
![Page 8: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/8.jpg)
AARP
Strategy Development
8
@va_deb#SLGR12
Begin with the end in mind. What are you trying to achieve? …Influence, persuade, inform?
…Inspire a call to action?
…Change or enact something?
![Page 9: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/9.jpg)
AARP
Stakeholders/Audiences: Who Do You Want to Reach?
9
@va_deb#SLGR12
• Legislators
• Media
• Influencers
• Coalition Groups
• General Public
Important: do your usual issues analysis/environmental scan
![Page 10: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/10.jpg)
AARP
Get “On the Ground” Intel and Perspectives
10
@va_deb#SLGR12
Potential contacts…
• Professional association connections (chamber, NFIB chapter, industry groups, etc.)
• Your LinkedIn connections and LinkedIn groups
• Local allies and interest groups
![Page 11: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/11.jpg)
AARP
Do a Social Media Environmental Scan
11
@va_deb#SLGR12
Where are key stakeholders on social media – and how active and influential are they?
•Twitter (individuals and organizations)
•Facebook (organizations, individuals with public personas…elected officials, celebrities, authors, some journalists)
•Who does the public in that area trust as information sources?
![Page 12: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/12.jpg)
AARP
Where Should Online Content for a State/Local Campaign Be Housed?
12
@va_deb#SLGR12
Some Options:
• Extension of main page or sub page Example: www.aarp.org/earnedasay
• Vanity url: Easy to remember standalone site www.earnedasay.org
• Blog post (if your organization has a blog, and if it’s a fairly contained issue)
• Issue or campaign-specific Facebook subpage or tab (via organization’s main Facebook page)
• Standalone Facebook page
![Page 13: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/13.jpg)
AARP
Changing Gears: What’s In It for Me?Using Twitter Yourself – Professionally and Personally
In a nutshell…
Twitter is great resource for public affairs folks, news junkies, anyone with multiple interests. And it doesn’t have to take a lot of your time.*
13
![Page 14: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/14.jpg)
AARP
Twitter Can Be Your Personal News & Interests Source• What web sites do you visit often?• What are your ‘Bookmarks’ or ‘Favorites?’• What are your personal interests? Professional?• What causes do you care about or volunteer for?• What do you do for fun? Have favorite sports teams? • What businesses or brands are you loyal to?• What are your ‘guilty pleasures?’
…All can be found on Twitter. And when you’re getting started, you don’t even need to tweet yourself.
14
![Page 15: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/15.jpg)
AARP
Why Take the Plunge?Influential, interesting people are there…• News organizations• Members of Congress• Journalists, columnists, bloggers, academics• Publications and magazines• Community leaders, partners, government agencies,
non-profits, interest groups• Companies you’re a customer of
Idea: Dip your toe in – and you don’t even have to Tweet yourself!
15
![Page 16: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/16.jpg)
AARP
Some Great (and Free*) Tools
16
@va_deb#SLGR12
• Hootsuite (for monitoring, engaging online, serving as a news reader – primarily for Twitter but also can be used for Facebook and LinkedIn)
• Yammer, for internal collaboration
• Online Tutorials
• Googling; asking people you know to help (not as dumb as it sounds!)
![Page 17: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/17.jpg)
Discussion and Questions
Deb SilverbergTwitter @va_debLinkedIn: http://www.linkedin.com/in/debsilverberg
![Page 18: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/18.jpg)
AARP
Appendix and Examples
18
@va_deb#SLGR12
![Page 19: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/19.jpg)
19@va_deb #SLGR12
![Page 20: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/20.jpg)
20@va_deb #SLGR12
![Page 21: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/21.jpg)
21@va_deb #SLGR12
Hootsuite lets you monitor key words, key issues, key accounts, and other social media activity on Twitter. For example…
![Page 22: Social Media for State and Local Campaigns Public Affairs Council](https://reader036.vdocuments.us/reader036/viewer/2022062510/54b6500f4a79591b4a8b46c4/html5/thumbnails/22.jpg)
22@va_deb #SLGR12
What is Yammer? A private communication and collaboration tool for people in the same organization. It can help you:- Find and share information easily- Save time; avoid reinventing the wheel and duplicating effort- Break down silos- Ease collaboration across departments, groups, locations and time zones
Yammer is used by more than 80% of the Fortune 500.