This document provides guidance on using new media for political campaigns and advocacy. It discusses why social media is important for reaching voters and shifting perceptions. It recommends defining goals, messages, and building a core team before getting started. It then gives tips on setting up basic online presences like websites, email lists, Facebook pages, and Twitter accounts. The document also covers online outreach strategies, volunteer management, online communications, and using tools like hashtags and retweets on Twitter.

1. New Media forNew Media for
Campaigns & AdvocacyCampaigns & Advocacy
Netroots CaliforniaNetroots California
November 6, 2010November 6, 2010
Sarah Granger, PublicEdgeSarah Granger, PublicEdge
sarah@publicedge.comsarah@publicedge.com
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2. Why Use Social Media?Why Use Social Media?
The majority of voters are now going online toThe majority of voters are now going online to
research issues, candidates and politics in generalresearch issues, candidates and politics in general
Social media is powerful – just like other lists andSocial media is powerful – just like other lists and
methods of influence in politics, social media shiftsmethods of influence in politics, social media shifts
perceptionperception
Integrating social media into the entire campaign isIntegrating social media into the entire campaign is
keykey
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3. First Thing’s FirstFirst Thing’s First
Define Overall Campaign/Advocacy GoalsDefine Overall Campaign/Advocacy Goals
Define Overall MessageDefine Overall Message
Come Up with a Good Name (check domains also)Come Up with a Good Name (check domains also)
Raise Early FundingRaise Early Funding
Build Trusted Core TeamBuild Trusted Core Team
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4. Getting Started withGetting Started with
New MediaNew Media
Find a trusted techie volunteer/helperFind a trusted techie volunteer/helper
Reserve a domain nameReserve a domain name
Build a placeholder web site (i.e. Wordpress)Build a placeholder web site (i.e. Wordpress)
Create e-mail accountsCreate e-mail accounts
(info, candidate, volunteer, fundaising)(info, candidate, volunteer, fundaising)
Aggregate initial contact dataAggregate initial contact data
Build initial e-mail list (in any form – quick & dirty)Build initial e-mail list (in any form – quick & dirty)
Reserve Twitter NameReserve Twitter Name
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5. Next StepsNext Steps
Create official mass e-mail list (using software likeCreate official mass e-mail list (using software like
Constant Contact, Mail Chimp) & hook it to a “database” –Constant Contact, Mail Chimp) & hook it to a “database” –
even if it’s initially just a spreadsheeteven if it’s initially just a spreadsheet
Fill out website & blogFill out website & blog
Setup Facebook fan page (vs. group)Setup Facebook fan page (vs. group)
Start following related political organizations and mediaStart following related political organizations and media
on Twitteron Twitter
Make sure any existing social media accounts are in orderMake sure any existing social media accounts are in order
(esp. for candidates – LinkedIn, FB)(esp. for candidates – LinkedIn, FB)
Write initial post(s) directing everyone to new websiteWrite initial post(s) directing everyone to new website
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6. Research/TargetingResearch/Targeting
Figure out which online/technology tools will beFigure out which online/technology tools will be
most appropriate per campaign (study precinctmost appropriate per campaign (study precinct
demographics, i.e. Facebook is best for ages 25-demographics, i.e. Facebook is best for ages 25-
45, esp. reaching women)45, esp. reaching women)
Candidate & opposition research tools likeCandidate & opposition research tools like
MAPLight.org, Opensecrets.org, Voterwatch.org,MAPLight.org, Opensecrets.org, Voterwatch.org,
Newsmeat.comNewsmeat.com
Pew Internet – online census-like dataPew Internet – online census-like data
Other studies (Forrester, etc. – Groundswell)Other studies (Forrester, etc. – Groundswell)
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7. Legislative ResourcesLegislative Resources
Bill tracking sitesBill tracking sites
http://legislature.ca.gov/port-bilinfo.htmlhttp://legislature.ca.gov/port-bilinfo.html
http://gov.ca.gov/bills/http://gov.ca.gov/bills/
Legislator websitesLegislator websites
http://www.assembly.ca.gov/http://www.assembly.ca.gov/
http://www.senate.ca.gov/http://www.senate.ca.gov/
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8. Online OutreachOnline Outreach
Components & ProcessComponents & Process
Overarching New Media Strategy & Team Leadership (Sr Staff)Overarching New Media Strategy & Team Leadership (Sr Staff)
Online Communications (integrated with overall Comm/Press)Online Communications (integrated with overall Comm/Press)
WebsiteWebsite
DatabaseDatabase
E-mail (*Covered in earlier training)E-mail (*Covered in earlier training)
Blogging & Bloggers (*Covered in earlier training)Blogging & Bloggers (*Covered in earlier training)
Social Media (Facebook, Twitter, LinkedIn, Flickr, YouTube)Social Media (Facebook, Twitter, LinkedIn, Flickr, YouTube)
Stats & ReportsStats & Reports
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9. Building a CampaignBuilding a Campaign
Tech/New Media TeamTech/New Media Team
Coordinator - strategist, organizer, new media team leadCoordinator - strategist, organizer, new media team lead
Content - writer/editor for e-mail, web, blogContent - writer/editor for e-mail, web, blog
E-mail - administration & responder(s)E-mail - administration & responder(s)
Database - data entry supportDatabase - data entry support
Web - graphic designer, developersWeb - graphic designer, developers
Netroots - blogger, social networkersNetroots - blogger, social networkers
Back End - ISP/server adminsBack End - ISP/server admins
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10. Team Costs/BudgetingTeam Costs/Budgeting
TeamTeam
Lead/Consultant* -Lead/Consultant* -
hourly or by projecthourly or by project
Content - volunteersContent - volunteers
Data entry -Data entry -
volunteersvolunteers
Database & $$ engineDatabase & $$ engine
- low cost systems- low cost systems
Designer – consultantDesigner – consultant
by project (orby project (or
volunteer)volunteer)
Web developer or devWeb developer or dev
software - by projectsoftware - by project
Blog/Social NetworkBlog/Social Network
accounts - freeaccounts - free
ISP/server - monthlyISP/server - monthly
ratesrates
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11. Tips for Tight BudgetsTips for Tight Budgets
Don’t get fancy with the website (pre-packaged isDon’t get fancy with the website (pre-packaged is
OK, like Wordpress)OK, like Wordpress)
Use the same designer for website as logoUse the same designer for website as logo
Build social networks on existing sitesBuild social networks on existing sites
Excel is fine for a local race databaseExcel is fine for a local race database
Repurpose, reuse, reinvent copyRepurpose, reuse, reinvent copy
Focus on e-mail, pushing content outFocus on e-mail, pushing content out
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12. The Value of VolunteersThe Value of Volunteers
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13. Volunteer Usage TipsVolunteer Usage Tips
Email responding & data entry can be done by peopleEmail responding & data entry can be done by people
not local - great for friends & family in other statesnot local - great for friends & family in other states
who want to help out somehowwho want to help out somehow
Content writer can be same person who writes flyers,Content writer can be same person who writes flyers,
other campaign literatureother campaign literature
Bloggers & social networkers ideally would be localBloggers & social networkers ideally would be local
so they can be tapped into all events and activitiesso they can be tapped into all events and activities
Always treat volunteers well – they are your mostAlways treat volunteers well – they are your most
important resourceimportant resource
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14. A Word of Warning!A Word of Warning!
Be careful about using friends ofBe careful about using friends of
friends, the first people you meet orfriends, the first people you meet or
newbie interns for websites and newnewbie interns for websites and new
media - especially people with onlymedia - especially people with only
corporate experience. It’s not the samecorporate experience. It’s not the same
as campaign and nonprofit siteas campaign and nonprofit site
development or outreach.development or outreach.
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15. Online CommunicationsOnline Communications
& Content& Content
Content is content, regardless of platformContent is content, regardless of platform
Segment the content for ease of use, mix it upSegment the content for ease of use, mix it up
Reusable content allows for speedy dissemination of informationReusable content allows for speedy dissemination of information
(changing a few words here and there for SEO)(changing a few words here and there for SEO)
Make it “Sticky” - keep people on siteMake it “Sticky” - keep people on site
Personalize - blog updates, friendly “curated version of yourself”Personalize - blog updates, friendly “curated version of yourself”
Use Images - photos, videoUse Images - photos, video
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16. WebsiteWebsite
Design consistent with overall themesDesign consistent with overall themes
Emphasize a simple user interfaceEmphasize a simple user interface
Basic site is better than no site at allBasic site is better than no site at all
Take advantage of colorTake advantage of color
Utilize Search Engine Optimization (SEO) tacticsUtilize Search Engine Optimization (SEO) tactics
Find ways to stand out from the oppositionFind ways to stand out from the opposition
Integrate social media onto the siteIntegrate social media onto the site
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17. Important Site FeaturesImportant Site Features
Candidate or Cause –Candidate or Cause –
Bio or AboutBio or About
ContributionContribution
MechanismMechanism
Campaign News (blog)Campaign News (blog)
EndorsementsEndorsements
Position StatementPosition Statement
Press PagePress Page
Events/CalendarEvents/Calendar
Voter Registration orVoter Registration or
Bill Tracking TimelineBill Tracking Timeline
Campaign Store (viaCampaign Store (via
Café Press, etc.)Café Press, etc.)
Volunteer AreaVolunteer Area
Social Media LinksSocial Media Links
Contact InfoContact Info
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18. Online Volunteer CenterOnline Volunteer Center
Area on website (or could use Ning, wikis, GoogleArea on website (or could use Ning, wikis, Google
Docs, Facebook group for campaign organizers, orDocs, Facebook group for campaign organizers, or
part of Yahoo Group for internal & volunteers)part of Yahoo Group for internal & volunteers)
Content: Flyers, Talking Points, Sign-up sheets, EventContent: Flyers, Talking Points, Sign-up sheets, Event
management kits, Widgets & Buttonsmanagement kits, Widgets & Buttons
Place to motivate, inspire and keep people engaged –Place to motivate, inspire and keep people engaged –
internal communityinternal community
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19. Widgets & ButtonsWidgets & Buttons
Buttons can be downloaded and used to promoteButtons can be downloaded and used to promote
campaigns on other sites – put a button on your blogcampaigns on other sites – put a button on your blog
that’s a static image linking to your favoritethat’s a static image linking to your favorite
candidate’s websitecandidate’s website
Widgets are embedded code used on sites to show anWidgets are embedded code used on sites to show an
activity or produce dynamic content, like a scrollingactivity or produce dynamic content, like a scrolling
Twitter widget from the candidate’s Twitter feed or aTwitter widget from the candidate’s Twitter feed or a
GOTV toolGOTV tool
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20. Database, aka GoldDatabase, aka Gold
MineMine
Options - Spreadsheets, databases, or more sophisticatedOptions - Spreadsheets, databases, or more sophisticated
online servicesonline services
Tracking/managementTracking/management
Cleaning up dataCleaning up data
Data types - visitors, supporters/users, donors, volunteers,Data types - visitors, supporters/users, donors, volunteers,
data managers (all integrated with e-mail list)data managers (all integrated with e-mail list)
Security & data safetySecurity & data safety
List building as an art, ongoing processList building as an art, ongoing process
Purchasing/importing existing voter listsPurchasing/importing existing voter lists
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21. Remember theRemember the
AudienceAudience
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22. Building an OnlineBuilding an Online
CommunityCommunity
Utilize social networks - Facebook, LinkedIn,Utilize social networks - Facebook, LinkedIn,
MySpace, Eons, etc.MySpace, Eons, etc.
Include visuals – Flickr, Picasa, YouTubeInclude visuals – Flickr, Picasa, YouTube
Utilize onsite blog & participate in related blogsUtilize onsite blog & participate in related blogs
(comment, be a guest blogger)(comment, be a guest blogger)
Take advantage of online event services like Evite,Take advantage of online event services like Evite,
MeetUp & YahooGroupsMeetUp & YahooGroups
Use wikis for online collaborative documentUse wikis for online collaborative document
developmentdevelopment
Have a presence on Twitter (reaches media)Have a presence on Twitter (reaches media)
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23. Campaign BlogCampaign Blog
Regular account of campaign activitiesRegular account of campaign activities
Syndicated content for subscribersSyndicated content for subscribers
(supporters, media, opposition)(supporters, media, opposition)
Can double as a news areaCan double as a news area
Can be hosted off site for free (linked)Can be hosted off site for free (linked)
Two-way conversation mechanismTwo-way conversation mechanism
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24. Blogging TipsBlogging Tips
Check out free services - TypePad, Blogger,Check out free services - TypePad, Blogger,
WordPressWordPress
Post as often as possiblePost as often as possible
Employ someone (volunteer) to monitor theEmploy someone (volunteer) to monitor the
comments & keep out the spammers, trollscomments & keep out the spammers, trolls
Keep the content fresh - don’t always use theKeep the content fresh - don’t always use the
same as in e-mailsame as in e-mail
Network with other bloggers, maintain goodNetwork with other bloggers, maintain good
blogrollblogroll
• Have fun with it; don’t be afraid to experimentHave fun with it; don’t be afraid to experiment
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25. FacebookFacebook
• Arguably the easiest, fastest and cheapest way toArguably the easiest, fastest and cheapest way to
promote campaigns these dayspromote campaigns these days
• Many voters are already on Facebook and alreadyMany voters are already on Facebook and already
activated toward related candidates and causes thereactivated toward related candidates and causes there
• Can be used similarly to a blog – posting eventCan be used similarly to a blog – posting event
information, photos, videos, links to articles,information, photos, videos, links to articles,
endorsement announcements & other newsendorsement announcements & other news
• Also for volunteer & community engagementAlso for volunteer & community engagement
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26. Facebook PrivacyFacebook Privacy
• Under Settings/Privacy Settings, configure yourUnder Settings/Privacy Settings, configure your
candidate’s personal account to preferred settingscandidate’s personal account to preferred settings
• Select by topic who can see each part of his/herSelect by topic who can see each part of his/her
personal profiles: just friends, network or allpersonal profiles: just friends, network or all
• Configure FB fan page settings to publicConfigure FB fan page settings to public
• Determine exactly what gets posted to otherDetermine exactly what gets posted to other
peoples’ news feeds from personal & official pagespeoples’ news feeds from personal & official pages
• Limit what 3Limit what 3rdrd
party applications can seeparty applications can see
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27. Look Who’s Tweeting!Look Who’s Tweeting!
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28. TwitterTwitter
• Micro-blogging, mini-news feed; great way toMicro-blogging, mini-news feed; great way to
connect with media & political organizationsconnect with media & political organizations
• Who’s on Twitter? Arnold Schwarzennegger, GavinWho’s on Twitter? Arnold Schwarzennegger, Gavin
Newsom, Oprah, media, bloggers, advocacyNewsom, Oprah, media, bloggers, advocacy
organizations and other online influencersorganizations and other online influencers
• Twitter is only useful when used to follow membersTwitter is only useful when used to follow members
of the community, media, government and politicalof the community, media, government and political
stafferss, and when they start following you and yourstafferss, and when they start following you and your
causecause
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29. Using TwitterUsing Twitter
• Create an identity/personality for the candidateCreate an identity/personality for the candidate
• Create an identity for the campaignCreate an identity for the campaign
• Engage with the community & mediaEngage with the community & media
• Become an online influencerBecome an online influencer
• Retweet what is relevant to the community and the votersRetweet what is relevant to the community and the voters
• Be careful to not overdo itBe careful to not overdo it
• Automate and integrate with blog, FacebookAutomate and integrate with blog, Facebook
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30. Twitter LingoTwitter Lingo
• @name = this is how everyone refers to each user on@name = this is how everyone refers to each user on
Twitter and can be seen in @repliesTwitter and can be seen in @replies
• RT = Retweet, which is essentially someone repeatingRT = Retweet, which is essentially someone repeating
what someone else tweetedwhat someone else tweeted
• DM = Direct Message, i.e. private correspondence viaDM = Direct Message, i.e. private correspondence via
TwitterTwitter
• #hashtags = these are used for topic or event#hashtags = these are used for topic or event
differentiation, like #politics, #CA, #CDP ; great fordifferentiation, like #politics, #CA, #CDP ; great for
searching for followers, constituents, groups in certainsearching for followers, constituents, groups in certain
areasareas
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31. Twitter ToolsTwitter Tools
• Search - search.twitter.com searches for topicsSearch - search.twitter.com searches for topics
• Twitter Lists – differentiates by defined groupingsTwitter Lists – differentiates by defined groupings
• Viewing by thread - Twitterfall.com provides live streamViewing by thread - Twitterfall.com provides live stream
• Mobile Twitter - Tweetdeck – for desktop, Blackberry, orMobile Twitter - Tweetdeck – for desktop, Blackberry, or
iPad use; Twitter (formerly Tweetie) for iPhoneiPad use; Twitter (formerly Tweetie) for iPhone
• Auto-tweets – Twitterfeed automatically tweets blogAuto-tweets – Twitterfeed automatically tweets blog
posts; Hootsuite, Cotweet, Lazyfeed allow automatingposts; Hootsuite, Cotweet, Lazyfeed allow automating
• Stats – Twitter Analyzer, Tweetstats, TwitalizerStats – Twitter Analyzer, Tweetstats, Twitalizer
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32. Sharing CampaignSharing Campaign
ImagesImages
• More people on Flickr (vs. Picasa)More people on Flickr (vs. Picasa)
• Easy to import imagesEasy to import images
• Make sure image names are SEO-friendlyMake sure image names are SEO-friendly
• Take the time to organize images into foldersTake the time to organize images into folders
• Make sure website & other accounts linked to FlickrMake sure website & other accounts linked to Flickr
pagepage
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33. A Video is Worth 1A Video is Worth 1
Million HitsMillion Hits
• Video – in whatever form – is a killer appVideo – in whatever form – is a killer app
• If your campaign has resources to create a catchy, viralIf your campaign has resources to create a catchy, viral
video, go for itvideo, go for it
• Youtube is most searched site nowYoutube is most searched site now
• Videos of any kind can be hosted, as long as the size fitsVideos of any kind can be hosted, as long as the size fits
requirements of the video site where it’s hosted (Youtuberequirements of the video site where it’s hosted (Youtube
has a 15min limit)has a 15min limit)
• Short & sweet gets most viewsShort & sweet gets most views
• Again, make sure video page is linked to website, etc.Again, make sure video page is linked to website, etc.
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34. When You Have MoneyWhen You Have Money
• Web search (Google) adsWeb search (Google) ads
• Facebook adsFacebook ads
• High end web designersHigh end web designers
• Integrated action center and catered social mediaIntegrated action center and catered social media
tools (like mybarackobama.com)tools (like mybarackobama.com)
• Mobile outreachMobile outreach
• Mobile appsMobile apps
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35. Overall Social MediaOverall Social Media
StrategyStrategy
• Put your Facebook & Twitter IDs on paper cards & fliersPut your Facebook & Twitter IDs on paper cards & fliers
along with the site URLalong with the site URL
• Auto-post updates from blog to Facebook & TwitterAuto-post updates from blog to Facebook & Twitter
• Gimmicks work – invite-a-friend, contests, etc. boostGimmicks work – invite-a-friend, contests, etc. boost
numbersnumbers
• Reuse content & post at regular intervals – “dripReuse content & post at regular intervals – “drip
irrigation” (Sally Lieber)irrigation” (Sally Lieber)
• Remember to keep it personal, keep it “social”, beRemember to keep it personal, keep it “social”, be
authenticauthentic
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36. Social Media EtiquetteSocial Media Etiquette
• Always take an integrated approach – put yourAlways take an integrated approach – put your
information in different forms and make sure theinformation in different forms and make sure the
outreach process runs smoothlyoutreach process runs smoothly
• If someone puts up a blog post, resends yourIf someone puts up a blog post, resends your
facebook message, retweets your alert, sends e-mailfacebook message, retweets your alert, sends e-mail
to their network, etc. make sure to thank themto their network, etc. make sure to thank them
• Put anyone who helps you out on a list and make surePut anyone who helps you out on a list and make sure
to keep them informed at each phase of theto keep them informed at each phase of the
campaigncampaign
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37. Site Metrics/TrackingSite Metrics/Tracking
Sitemeter, Google Analytics track a wide range of metricsSitemeter, Google Analytics track a wide range of metrics
(Wordpress, Facebook & Twitter have their own):(Wordpress, Facebook & Twitter have their own):
• Overall TrafficOverall Traffic
• Referring pagesReferring pages
• Location of visitors/usersLocation of visitors/users
• Time on siteTime on site
• Pages most visitedPages most visited
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38. Great 2010 ExamplesGreat 2010 Examples
• Website – Jackie SpeierWebsite – Jackie Speier
(http://www.jackieforcongress.com/)(http://www.jackieforcongress.com/)
• Twitter Use – Debra Bowen (@dbowen), GavinTwitter Use – Debra Bowen (@dbowen), Gavin
Newsom (@gavinnewsom)Newsom (@gavinnewsom)
• Facebook Page – Betty YeeFacebook Page – Betty Yee
• YouTube – Kamala Harris (kamalaharrisdotorg)YouTube – Kamala Harris (kamalaharrisdotorg)
• Flickr – Barbara BoxerFlickr – Barbara Boxer
(http://www.flickr.com/photos/barbaraboxer/)(http://www.flickr.com/photos/barbaraboxer/)
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39. Common Mistakes &Common Mistakes &
PitfallsPitfalls
• Building a fancy web site (overspending)Building a fancy web site (overspending)
• Never updating web sites (bad PR)Never updating web sites (bad PR)
• Building a blog and not driving traffic to it (wasteBuilding a blog and not driving traffic to it (waste
of resources)of resources)
• Setting up a social networking presence and notSetting up a social networking presence and not
maintaining itmaintaining it
• Giving out passwords to too many peopleGiving out passwords to too many people
• Delaying contact data updating (missing out onDelaying contact data updating (missing out on
key contributors)key contributors)
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40. Other Great Free OnlineOther Great Free Online
Organizing ToolsOrganizing Tools
• Free conference call services - freeconference.comFree conference call services - freeconference.com
• Large or bulk file transfers – Yousendit.comLarge or bulk file transfers – Yousendit.com
• Long distance calls - SkypeLong distance calls - Skype
• Instant Messaging – via Skype, AIM, YIM, Jabber, etc.Instant Messaging – via Skype, AIM, YIM, Jabber, etc.
• Online polling tools – SurveyMonkey, ZoomerangOnline polling tools – SurveyMonkey, Zoomerang
• Event management tools – Evite, Doodle, Facebook EventsEvent management tools – Evite, Doodle, Facebook Events
• Voter registration tools – see DNC’s raiseyourvote.comVoter registration tools – see DNC’s raiseyourvote.com
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41. SummarySummary
• Using the Internet in campaigns & advocacy is noUsing the Internet in campaigns & advocacy is no
longer an option; it’s a necessity – embrace it orlonger an option; it’s a necessity – embrace it or
suffer defeatsuffer defeat
• Technology and new media tools are ample and freeTechnology and new media tools are ample and free
• Key is to put the right amount of effort into onlineKey is to put the right amount of effort into online
campaigning (vs. too little or too much) and tocampaigning (vs. too little or too much) and to
choose tools wiselychoose tools wisely
• Recruiting the right people to manage theRecruiting the right people to manage the
technology and train others makes all the differencetechnology and train others makes all the difference
• We are still in the infancy of the Internet as theWe are still in the infancy of the Internet as the
dominant media form; there is still much to learndominant media form; there is still much to learn
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42. VictoryVictory
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43. ResourcesResources
• Progressive Exchange (http://progressiveexchange.org) -Progressive Exchange (http://progressiveexchange.org) -
website, list, FB group full of resources for progressiveswebsite, list, FB group full of resources for progressives
working onlineworking online
• Blogs United CA - invitation only list for CaliforniaBlogs United CA - invitation only list for California
progressive bloggersprogressive bloggers
• techPresident.com – latest news on major national andtechPresident.com – latest news on major national and
state campaigns using the Internetstate campaigns using the Internet
• Epolitics.com – online politics tips & toolsEpolitics.com – online politics tips & tools
• New Organizing Institute (http://neworganizing.com) -New Organizing Institute (http://neworganizing.com) -
resources for progressive organizers including onlineresources for progressive organizers including online
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44. Questions?Questions?
Contact: Sarah GrangerContact: Sarah Granger
E-mail:E-mail: sarah@publicedge.comsarah@publicedge.com
Website: www.publicedge.comWebsite: www.publicedge.com
LinkedIn: http://Linkedin.com/in/sairyLinkedIn: http://Linkedin.com/in/sairy
Twitter: http://twitter.com/sairyTwitter: http://twitter.com/sairy
& http://twitter.com/publicedge& http://twitter.com/publicedge
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