using social media
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Using Social Media for Political ActionPresented by Richard SilverOntario Real Estate AssociationOREA PAC Days November 24th, 2010
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Identifying The Why?
• Building credibility• Establishing and fostering relationships
with your audience• Becoming the “Source” and developing a
“go-to” following• Offering like minded politicians the
organization as a lobbying resource on issues central to them
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Identifying Your Tools
• Organization Blogs• News Feeds (RSS Enabled)• Facebook Pages• Twitter• YouTube Channels• E-Press Releases• Email Newsletters•Webinars
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Identifying The Issues
• Local• Regional• National• International• Communicate in the manner that is most
comfortable to them.
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Identifying Your Audience
•Membership• Public• Politicians: Members, their offices, riding
associations, and their constituents• This audience is busy and wants high
quality information quickly in “sound bites”. Brevity and clarity are supreme.• Be original and transparent
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Transparency is KEY!
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Increasing Your Network
• Database Upload to Social Networks• Permission Based: Always ask how the
recipient wants to be communicated with…• Constant Contact: Newsletters & Surveys• Set an everyday goal to increase your
database• Friends of friends marketing• RSS Feeds/Subscription
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Dialoguing and Commentary
• By approval before posting• By setting ground rules (no anti-
competitive discussions or breaches of Code of Ethics)• Encouraging participation by posing
questions rather than answers• Fostering discourse rather than dissent
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Be Prepared For The Flack
• Comments may be all positive, negative or a combination of both• Responses should be short, to the point
and with great use of common sense…• Always remember who you are speaking
to but be aware that other audiences may be listening• Don’t overstep your bounds…source of the
source
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The Social Media World
• “Twitter-able” Phrases: can you say what is needed in 140 Characters?• Can a graph or chart be summarized in 140
Characters? • Can your leadership succinctly explain a
major issue in a 3 minute YouTube Video?• Can you become the SOURCE in the Public
and the Media’s eye?
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Summary
• You have a great opportunity• Use your membership to carry your
message• Facilitate the dissemination of information
to your members and their clients• Foster your organizational BRAND
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