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Social Media as an Advocacy Tool
#BikeSM
How to Engage Today
• Follow the conversation:– SessionHashtag is: #BikeSM– Summit Hashtag is: #NBS13– League Twitter Handle is: @BikeLeague– Social Media for Bike Organizations FB Group
• Wifi Code:• 1 question, 1 minute
Twitter Friendly Bios
• @mary_madden is a senior researcher @pewinternet where she studies trends in social media, privacy, + digital media use by teens + parents
• @BarbChamberlain, executive director at the Bicycle Alliance of WA, created womenbikeblogs.com to build community connections.
• @MathildePiard is Cox Media Group's social media mgr (tv radio newspapers) & has trained orgs on the subject from Atlanta to Addis Ababa.
The State of Social Media
Mary Madden, Senior ResearcherPew Research Center’s Internet and American Life Project
National Bike SummitWashington, DC
March 5, 2013
Part One: The Landscape of Social Media
Who uses what?
How many adults use social media?
• 67% of online adults use a social networking site, representing more than half of the entire adult population in the U.S.
• Young people are the heaviest users of social networking sites (SNS), and Facebook is still the dominant platform. But other sites attract a wider variety of demographic groups.
SNS Users
Which groups are most likely?• Internet users under 50• 18-29 most likely of any demographic
cohort (83%)• Women• Urban more likely than rural
Twitter Users• 16% of internet users
are on Twitterthis has doubled since Nov. 2010
Which groups are most likely?• Those under 50, especially 18-29• African-Americans are more likely
than whites• Urban-dwellers
Pinterest Users• 15% of internet users
are on Pinterest
Which groups are most likely?• Whites• Under 50 – but 18-29 do not stand out• Well-educated• Higher Income• Women - 5x more likely than men
Instagram Users• 13% of internet users are
on Instagram
Which groups are most likely?• Women• Those under 50, especially 18-29• African-Americans and Hispanics more
likely than whites• Urban-dwellers
Tumblr Users
• Just 6% of internet users are on Tumblr
Which groups are most likely?• Those 18-29 (13%)
Facebook Users
• Facebook remains the most-used SNS platform – two-thirds of online adults are Facebook users (67%)
Which groups are most likely?• Women• Those under 50, especially 18-29
Part Two: Facebook Fatigue
Taking a break or breaking the habit
Coming and Going on Facebook• Facebook fasting: 61% of current Facebook users say that at one time or
another in the past they have voluntarily taken a break from using Facebook for a period of several weeks or more.
• Facebook dropouts: 20% of the online adults who do not currently use Facebook say they once used the site but no longer do so.
• Future Facebook users: 8% of online adults who do not currently use Facebook are interested in becoming Facebook users in the future.
Reasons for Facebook Breaks• 61% of Facebook users have voluntarily taken a multi-week break from
the site in the past. Here’s why:
How important is Facebook to you?
• 59% of Facebook users say the social networking site is about as important to them as it was a year ago. 53% say the amount of time they spend on Facebook is about the same as last year.
• 28% of Facebook users say the site has been less important to them than it was a year ago. 34% of users say the amount of time they spend on Facebook has decreased over the past year.
• 12% of Facebook users say the site has become more important to them than it was a year ago. 13% of users say the amount of time they spend on Facebook has increased over the past year.
• Women are more likely than men to report increased importance and time spent on Facebook.
• 42% of Facebook users ages 18-29 and 34% of those ages 30-49 say their time spent on Facebook has decreased over the past year.
• Just 23% of Facebook users over age 50 reported decreased Facebook usage.
In the coming year:
3% of Facebook users say they plan to spend more time on the site.
27% say they plan to spend less time on the site.
69% plan to spend the same amount of time on the site.
Young people are the most likely to say their time spent on Facebook will decrease.
Part Three: Orgs + Social Media
We’re all in this together…
The social media platforms that arts organizations use
Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,202.
The number of platforms that arts orgs use
The majority of arts organizations that use social media maintain profiles on at least four different social media sites.
What arts organizations do with social media
Where we live: Pew Internet
• Twitter: https://twitter.com/pewinternet; @pewinternet
• Facebook: https://www.facebook.com/pewinternet• Tumblr: http://pewinternet.tumblr.com/• Slideshare: http://www.slideshare.net/PewInternet• Google+:
https://plus.google.com/115622082336717197010/posts
• YouTube: https://www.youtube.com/user/PewResearchCenter
Sources• Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14-
December 09, 2012. N=1,802 internet users. Interviews were conducted in English and Spanish and on landlines and cell phones. Margin of error is +/- 2.6 percentage points for results based on internet users. – Corresponding report:
“The Demographics of Social Media Users – 2012” http://pewinternet.org/Reports/2013/Social-media-users.aspx
• Pew Research Center’s Internet & American Life Project Omnibus Survey, December 13-16, 2012. N=1,006 adults. Interviews conducted by landline and cell phone in English. The margin of error is +/- 3.6 percentage points for the complete set of weighted data.– Corresponding report:
“Coming and Going on Facebook” http://pewinternet.org/Reports/2013/Coming-and-going-on-facebook.aspx
• Pew Research Center’s Internet & American Life Project Omnibus Survey, December 13-16, 2012. N=1,006 adults. Interviews conducted by landline and cell phone in English. The margin of error is +/- 3.6 percentage points for the complete set of weighted data.– Corresponding report:
“Arts Organizations and Digital Technologies” http://www.pewinternet.org/Reports/2013/Arts-and-technology.asp x
QUESTIONS FOR MARY?
Communications, Community,Connections—Why We Blog
@BarbChamberlain@BikeWA@WomenBikeBlogs@BikeStyleLife
#BikeSM
• Establish your professional persona & reputation
• Spark conversations• Respond quickly to issues• Learn & teach• Promote events• Provide live coverage of
events• Draw Web traffic• Convey identity & focus
• Demonstrate expertise• Build (or betray)
relationships & trust• Identify problems• Provide customer service• Ask & answer questions• Connect people• Show up in Google search
results• Share resources
What Can You DO with a Blog?
Blogging for Communications
• We ARE the media• Your voice, your message• Shareable shareable shareable—if it’s not worth
sharing, why are you posting it?– Email, Twitter, Facebook, LinkedIn, Pinterest, Flickr—
whatever you create, share in multiple platforms
• Dynamic content—more interesting than static web pages but also helps drive views of those underlying resource pages
• Response space as needed
Blogging for Community
• Comments can foster a sense of community– Public /organizational sites: Publish a clear
comment policy that provides legal protection and promotes civility and moderate comments
– If your typical comment is more than two paragraphs long, you need a blog of your own
• Links to other blogs/sites establish context for who/what you are
• Link generously. It’s free.
WomenBikeBlogs.com@WomenBikeBlogs
• Grew out of a personal quest• Methodology=serendipity, data imperfect &
incomplete• 818 found so far (176 appear defunct)• Local to international, amateur to professional• Every kind of riding: MTB, Tri, Road, Cross,
Commuter, Touring, Crazy, Happy, Cheap, Expensive, Pretty, Muddy, Daily, Monthly, Yearly, Random….
Cyclofemme, @30DaysofBiking, #Coffeeneuring & Other Fun
• Themed blog posts or sites create common experiences and inspiration for your posts
• Cyclofemme: Event promoted online• 30 Days of Biking: Site, hashtag, goal• #Coffeeneuring, #Errandonnee, & similar
ideas: Connecting across cities and countries• What can you start in your area and spread
via blog?
Where Are Women Blogging in the US? Very Imperfect State Data
1. California—632. Washington—433. New York and Oregon—274. Massachusetts and Colorado—195. Pennsylvania and DC—136. Texas—117. Illinois—10• Food for thought: How do these stats compare
to women in office and Bike-Friendly State rankings?
Where Are Women Blogging in the US? Very Imperfect City Data
1. Seattle: 332. Portland, OR: 223. New York City: 184. San Francisco and DC: 135. Chicago: 106. Los Angeles: 97. Boston: 88. Boulder: 7• Chicken & egg: Bike-friendliness first, then blogging?
Or can lots of bike blogging invite women to ride?
Blogging for Connections
• Personal connections IRL (In Real Life)• Link generously. It’s reciprocated.• Media relations if that’s part of your world• Offer to guest blog for existing blogs to get
started without full commitment
Communications, Community, Connections—Why We Blog
Barb ChamberlainBicycle Alliance of WashingtonWork: Bicyclealliance.org, @bikeWA, Facebook.com/[email protected]@barbchamberlainBike blog: Bikestylespokane.com, @BikeStyleLifePersonal blog: biketoworkbarb.blogspot.com
QUESTIONS FOR BARB?
Social Media as an Advocacy Tool
Mathilde PiardSocial Media Manager, Cox Media Group
Volunteer & Advisory Council, Atlanta Bicycle Coalition@mathildepiard | #NBS13 & #BikeSM
http://j.mp/bikesmfacebook & http://j.mp/bikesmlinkedin
Uses of social media• “Practical” stuff
– Advocacy– Promoting events– Enlisting volunteers– Driving membership– Promoting your partners– Customer service, answering questions
• Communication & Community– Communicating with your audience– Educating your audience about bike issues– Increasing loyalty– Building a sense of community– Crowdsourcing (research, polls, surveys, photos, tips)
Advocacy
Advocacy
Promoting events
Promote your partners
Customer support
Building community
Uses of social media (recap)• “Practical” stuff
– Advocacy– Promoting events– Enlisting volunteers– Driving membership– Promoting your partners– Customer service, answering questions
• Communication & Community– Communicating with your audience– Educating your audience about bike issues– Increasing loyalty– Building a sense of community– Crowdsourcing (research, polls, surveys, photos, tips)
Media/News Orgs & Social Media• Journalists and reporters are on social media and
use it as part of their reporting process. Reach out to them there!
• Journalists and media orgs love to use social media for crowdsourcing. Hop on the bandwagon & participate where appropriate.
• Get the media to notice the scale of your movement & initiatives.
• Empower your members & volunteers to use social media for grassroots advocacy for your causes.
FacebookAbility Profile Page Group
Connections Friends Likes Members
Share task of administrating X X
Timeline (cover image, wall, milestones) X X
Facebook Insights X
Use a Timeline App X
Have a Canvas App X
Create lists / Join groups / Chats with friends X
Sending private messages X X*
Privacy Settings X X
Geo and language targeting X
Buy Facebook ads X* X*
Invite everyone to an event All your friends
(manual)
Visibility to your fans
All you r group members(one click)
Facebook• Tagging:
• When should I post? Well, it depends. Use the following tools (freemiums or free trials) to asses what works best for you and your own audience based on your own analytics– Crowdbooster– Page Lever– EdgeRank Checker
Twitter• Glossary:
https://support.twitter.com/articles/166337-the-twitter-glossary#
• Hashtags, Replies, Mentions, Direct Messages (DMs), Retweets (RT, MT), Lists…
• Tip: using periods or intro words before @ signs at the beginning of a tweet (or not, depending on what you’re trying to get out of the tweet)
Foursquare
Foursquare
Google+
And more…
• Tumblr• YouTube• Flickr• Vine• Etc…
• How do I manage all that???– Prioritize based on goals & objectives– Use apps like Hootsuite
One last tip for the road…
Don’t TYPE anything (to social media, but also on any keyboard) you would want– Grandma– God– Google
… to know…
QUESTIONS FOR MATHILDE?
GENERAL QUESTIONS?
Continue the Conversation
• League Twitter: @bikeleague
• League Facebook: League of American Bicyclists – //leagueamericanbicyclists
• League Blog: http://blog.bikeleague.org/blog
