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1 Here Comes Social Advocacy Alan Rosenblatt, Ph.D. Me on Center for American Progress


3 The way things were Campaigns activists (very few forward it) Congress gets the (but no one knows for sure) Activists send to Congress is a closed communication loop was the only online channel to reach Congress

4 The way things are now Congress can’t ignore because the world can see! Campaigns activists & promote on social media Activists send to Congress & msg via social media Activists sent to /petition page, twitter petition, Facebook wall, etc.

5 ENGAGEMENT It’s all about…

6 It’s true: social media can reach the grassroots

7 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 3 rd party validation)

8 Who do people trust?

9 Size isn’t everything

10 Influence in action: The right followers tweet from Afghanistan quoted in (117,000 readers). 12/09 Brian Katulis tweets about Afghanistan surge quoted in NYT by Helene Cooper. tweet about Afghanistan sent by The Atlantic’s Ambnder to WH Nat’l Sec. Council

11 AUDIENCE Growing your…

12 Get followers, then deepen your connection 1.Connect – Follow people you want following you 1.Following people who tweet about the same topics as you creates a 15-30% chance they will follow you back. 2.Engage – Reply to people you want following you 1.Not everyone notices who follows them, but everyone notices who mentions them. Reply w/ information & links you know will interest them. Ask questions & converse. 3.Recommend – Retweet/#FF followers you want 1.Recommend people you want following you to your followers by retweeting them & w/ #FF (Follow Friend). 4.Repeat – Repeat steps 2 & 3 after they follow you back to deepen your connection. 5.Remember, it is about exchanging VALUE

13 POLICYMAKERS Targeting…

14 Finding government on social media

15 Anatomy of a tweet – Targeting a read our report on repealing #DADT ( & vote FOR Defense Auth #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 State issue group

16 Targeting by 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

17 Hashtags for State of the Union General tag: #SOTU Drs. For America tag: #Dr4A Health Care Reform: #HCR, #ACA Progressives: #p2 Conservatives: #tcot Tea Party: #TeaParty Occupy Wall Street: #Occupy, #OWS

18 SUCCESS Measuring…

19 Metrics of success Audience engagement You want RT, #FF, shares, comments, likes & 1+ Audience quality & size You want influencers, press & policymakers Driving traffic to your website & lists You want clicks & views

20 Your Bio I am a doctor who supports the Affordable Care Act.

21 Here Comes Social Advocacy Alan Rosenblatt, Ph.D. Me on Center for American Progress

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