Newest version of my social media training.

1. Here Comes Social Advocacy
Online Advocacy Goes Public
Alan Rosenblatt, Ph.D.
arosenblatt@americanprogressaction.org
Twitter: @CAPAction, @ProgressLeague, & @DrDigipol
Facebook.com/AmericanProgressAction
Facebook.com/DrDigipol
Progressleague.org

2. The way things were
Campaigns send Activists send Congress gets
email blast to email to the email (but no
activists (very Congress one knows for
few forward it) sure)
Email is a closed communication loop

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

4. Case Study: ENOUGH

5. Twitter Petitions

6. Anatomy of a Tweet
Hey @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)

7. Understanding hashtags

8. Social media can reach the grassroots

9. 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)
- Across US, Europe, Australia, and Japan. WSJ 10/12/2009

10. Who do people trust?
Among institutions, NGO’s most, but still lower than people

11. Size isn’t everything

12. Influence in action: The right followers
1.
10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (117,000 readers).
2.
11/09 @Katulis tweet about Afghanistan sent by The Atlantic’s Ambnder to WH Nat’l Sec.
Council.
3.
12/09 Brian Katulis tweets about Afghanistan surge quoted in NYT by Helene
Cooper.

13. Growing your audience: Social means reciprocal
• Connect
• Twitter: Follow
• Facebook: Friend/Like
• Engage
• Twitter: Retweet/Reply
• Facebook: Like/Comment
• Recommend
• Twitter: #FollowFriday
(#FF), #ProgressiveTuesday, #Women2Follow, #EcoMon
day
• Facebook: Share via Profile/Newsfeed

14. Monitoring social media

15. Managing Twitter & Facebook

16. Metrics of success
• Audience size
• Audience engagement
• Driving traffic to your website & email lists

17. Measuring audience growth: Twitter

18. Measuring audience growth: Facebook

19. Measuring influence

20. Measuring URL referrals

21. Here Comes Social Advocacy
Online Advocacy Goes Public
Alan Rosenblatt, Ph.D.
arosenblatt@americanprogressaction.org
Twitter: @CAPAction, @ProgressLeague, & @DrDigipol
Facebook.com/AmericanProgressAction
Facebook.com/DrDigipol
Progressleague.org