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Presentation for Salsa User Conference on Social Advocacy & Salsa integration.
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americanprogress.org
Here Comes Social Advocacy11.1.11
Alan Rosenblatt, Ph.D.arosenblatt@americanprogressaction.org
Me on Social Media
@DrDigipol@HaikuProgress
DrDigipol.Tumblr.comBigThink.com/blogs/Digital-PoliticsYouTube.com/DrDigipol
Center for American Progress Action Fund
@ProgressLeague@CAPAction
Progressleague.orgFacebook.com/AmericanProgressAction
Facebook.com/ProgressLeague
americanprogress.org
SOCIAL ADVOCACY?What is…
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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
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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.
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ENGAGEMENTIt’s all about…
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It’s true: social media can reach the grassroots
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But more importantly: social media reaches influencers
• 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)
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Who do people trust?
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Size isn’t everything
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Engagement is everything
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Influence in action: The right followers
10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (117,000 readers).
12/09 Brian Katulis tweets about Afghanistan surge quoted in NYT by Helene Cooper.
11/09 @Katulis tweet about Afghanistan sent by The Atlantic’s Ambnder to WH Nat’l Sec. Council.
1.
3.
2.
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POLICYMAKERSTargeting…
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Optimize Twitter & FB share text
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Anatomy of a tweet
.@ChuckGrassley read our report on repealing #DADT (http://bit.ly/dadt) & vote FOR Defense Auth Bill. FYI @desmoinesdem @OneIowa #IA #p2
• Publicly targets Member of Congress• Trackable link to measure click throughs• Pushed to hashtag audiences
• Issue specific (#DADT)• State specific (#IA)• Ideological group (#p2)
•Alerts watchdogs• State blogger (@desmoinesdem)• State issue group (@OneIowa)
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Twitter petitions: Act.ly
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Obama campaign uses Twitter petitions
• Candidate Obama uses social advocacy
• Address/ZIP matching to Representative • If your Rep is Democrat, you get
to Tweet @SpeakerBoehner
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What is a good hashtag?
• 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
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Metrics of success
• Audience quality & size• You want influencers, press & policymakers
• Audience engagement• You want RT, #FF, shares, comments, likes & 1+
• Driving traffic to your website & email lists• You want clicks & views
americanprogress.org
Here Comes Social Advocacy11.1.11
Alan Rosenblatt, Ph.D.arosenblatt@americanprogressaction.org
Me on Social Media
@DrDigipol@HaikuProgress
DrDigipol.Tumblr.comBigThink.com/blogs/Digital-PoliticsYouTube.com/DrDigipol
Center for American Progress Action Fund
@ProgressLeague@CAPAction
Progressleague.orgFacebook.com/AmericanProgressAction
Facebook.com/ProgressLeague
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