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SOCIAL MEDIA IN SUCCESSFUL
COMMUNICATIONS CAMPAIGNS
Clean Water Connects June 3-4,2014
#CleanWaterConf
Jeanne McCann
New Media Director
@mccannjl
Danielle Tarr
New Media Associate
@tarr0808
@thehatchergroup
Understanding Social Media
Let’s Drink!
Twitter
Facebook
Foursquare
Instagram
YouTube
Pinterest
G+
“I’m #drinking a #beer.”
“I like beer!”
“This is where I drink beer!”
“Here’s a vintage photo of me drinking a
beer!”
“Watch how I lift up this glass and drink
this beer!”
“Check out these DIY instructions
for brewing beer!!”
“I’m a Google employee who drinks
beer!”
Inspired by: http://socialskatter.tumblr.com
Social Platforms
Facebook
Pinterest Instagram Google+
LinkedIn Twitter
How It Works
• Visual
• Friendly and engaging
• 1-3 posts per day
• Likes
• Comments
• Shares
• Links
• Newsy and informative
• 4-8 tweets per day
• @replies
• Favorites
• Retweets
• @mentions
Facebook Twitter
Memes, Quotes, Cartoons, oh my!
Being Effective
Do Your Homework
• Build lists
• Pre-write posts
• Know best times
• Schedule
Interact!
Grow Your Audience
Follow
Favorite
Reply
Retweet
Share
Comment
Like
Ask
Facebook
Ads
Amplify Your Message
• Hashtags
• Twitter lists
• @mentions
• Twitter chats
• Thunderclaps
• Twibbons
• Email
Join a conversation
#hashtags
#CleanWaterConf
Make watch lists, unify a team, provide a resource to others
Twitter Lists
@mentions
@mentions
Gather experts, explain an issue, discuss a topic
Twitter Chats
Measuring Effectiveness
Thg ccw presentation   final
Thg ccw presentation   final
Using Social Media
To Reach Legislators
Maryland Legislators’ Use Of
Social Media
49%
33%
19%
By the
Numbers
Followers & Likes*
1-499
500-
999
1000+
78%said they use social
media
*Estimates as of September 2013
Why Legislators Use Social Media
0% 20% 40% 60% 80% 100%
Communicate with or lobby
legislative colleagues
Stay apprised of relevant news
Inform legislative actions
Coordinate events and activities
Communicate views and
activities
Understand constituents' views
and opinions
Reaching Legislators
Reaching Legislators
Real Campaigns
With Impact
Maryland’s landmark 2012 stormwater
law under attack in an election year
Clean Water, Healthy Families
Messaging
Messaging
Google Ads
Cost: $600.00
Duration: 12 days
Results:
263 clicks
93,701 impressions
Facebook Ads
Thg ccw presentation   final
Thg ccw presentation   final
Senate committee shoots down proposed stormwater repeal
The push against Maryland's
stormwater mandate got a
little weaker Thursday as a
Senate committee reported
it shot down a proposed
repeal of the mandate.
The Senate Education,
Health and Environmental
Affairs Committee voted 7-4
to give an unfavorable report
to Senate Bill 5.
The bill, introduced by Sen.
Allan Kittleman, R-Howard,
would repeal a requirement
that Maryland's 10 largest
jurisdictions assess
stormwater fees.
Anne Arundel County is one
of the 10 jurisdictions, and
has set fees at $85 for most
single-family homes.
Critics have dubbed the fees
a 'rain tax.'
The four senators who voted
for the bill were Sens. Ed
Reilly, R-Crofton, Bryan
Simonaire, R-Pasadena,
J.B. Jennings, R-Baltimore
County, and Roy Dyson, D-
St. Mary's.
But seven Democrats,
including Sen. Jim
Rosapepe, D-College Park,
showed their heavy hand in
the committee, voting
against the bill..
The Annapolis
Capital
www.annapoliscapital.com THE WORLD’S FAVOURITE NEWSPAPER - Since 1879
Maryland needs a pesticide reporting
database to track pesticides usage for
environmental and public health
Smart on Pesticides
Smart on Pesticides
Smart on Pesticides
Strategic Partnering
Facebook Ads
Video
Thg ccw presentation   final
Takeaways
 Don’t focus on numbers
 Do interact
 Do target
 Do your research
 Don’t just talk, listen
 Do leverage the influence of others
Questions?
Jeanne McCann
jeanne@thehatchergroup.com
@mccannjl
Danielle Tarr
danielle@thehatchergroup.com
@tarr0808
www.thehatchergroup.com/
twitter

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