Using Social Media for Advocacy 1

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Henry Russell
6 years ago
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1 Using Social Media for Advocacy 1

2 Moderator: Ilisa Halpern Paul, MPP Presenters Managing Government Relations Director, Drinker Biddle Panel: Hilary Hansen Senior Government Relations Manager, Drinker Biddle Joe Sudbay Online Strategist and Blogger Molly Brenner, MPH Senior Political Action Specialist, American Nurses Association Using Social Media for Advocacy 2

3 Hilary Hansen Senior Government Relations Manager, Drinker Biddle

4 Social Media Defined > Web- and mobile-based platforms designed to not just generate but to accelerate sharing of content, collective judgment of content, and interactive dialogue among individuals, communities, and organizations. Hallmarks: > Direct, two-way communication allowed between individuals and communities, in a many-to-many environment > Non-hierarchical content sharing rules > Immediate visibility of posted content among all group members > Instantaneous feedback possibilities through content sharing options and up or down voting features > Networked structure enabling users to discover and engage new individuals and groups outside their immediate list of contacts Source: National Journal Membership Research interviews and analysis. Using Social Media for Advocacy 4

5 Power of Social Media Source: McKinsey Global Institute, The social economy, 2012; images by the Noun Project; The Conversation Prism by Brian Solis and JESS3; National Journal Membership Research interviews and analysis. Using Social Media for Advocacy 5

6 Does Congress Use Social Media? > Eight out of ten Congressional offices use Facebook or Twitter > 64% of staff surveyed think Facebook is an important tool for understanding constituents views and opinions > 42% of staff surveyed think Twitter also is important We continue to explore new ways to use technology to reach out to our constituents. Social media is less expensive and reaches a broader audience so we plan to expand our use. -Senate Administrative Director Congressional Management Foundation, Perceptions and Use of Social Media on Capitol Hill Using Social Media for Advocacy 6

7 Why Does Congress Use Social Media? > Members can control their message > Makes Members more responsive to their constituents > Enables Members to reach new people > Enables Members to have more meaningful interactions with constituents There are two different goals for communication responding to those who are already engaged, and getting your message to those who aren t paying attention. Those goals aren t often met with the same techniques, but offices need to develop strategies for each. -House Chief of Staff Congressional Management Foundation, Perceptions and Use of Social Media on Capitol Hill Using Social Media for Advocacy 7

constituent Share content > Disadvantages Cannot post on Member s

8 Facebook > Advantages Comment on posts Hear about events or town halls Learn about priorities for the Member Don t have to be a constituent Share content > Disadvantages Cannot post on Member s wall to create new dialogue Not instantaneous Using Social Media for Advocacy 8

9 Twitter > Advantages Faster breaking news Easy way to get message out Instant commentary Identify advocates and others who care about your issue > Disadvantages Fast paced Only 140 characters Never fully delete Using Social Media for Advocacy 9

10 Twitter Best Practices > Learn the vocabulary RT/MT Hashtags #FF ICYMI > Use a period before a mention if you want all your followers to see it > Try not to use all 140 characters > Keep your avi consistent Using Social Media for Advocacy 10

11 Anatomy of a Tweet What is said. A mention, symbol, engages other tweeters in the conversation. The tweet shows up in the mentioned user s feed. and what is meant A hashtag (#) is used to categorize tweets. It optimizes search by highlighting the most important keyword and links the tweet to the larger conversation about a particular topic. To link to a website, a shortened URL is used to fit Twitter s 140 character limit. This is a message to everyone who follows my posts and to WICU News in particular: I had an interview with WICU News to discuss the VETS Act, a bill that seeks to expands health care access for veterans through telemedicine services. You can follow this weblink (1.usa.gov/PdWwkE) to see the full story. I ve also tagged the keywords veteran and telemedicine with the hashtag symbol so that my tweet can be found by anyone searching for those terms on Twitter). If you d like to share this with other people who follow your postings, click the Retweet button below. Source: National Journal Membership Research interviews and analysis. Using Social Media for Advocacy National Journal

12 Using Social Media for Advocacy 12 Politicians Tweeting

13 How Can YOU Use Social Media Effectively? > Always mention whenever possible > Use hashtags effectively > Engage in Twitter town halls > Tweet/post pictures > Thank MoCs for cosponsorship, votes, etc Using Social Media for Advocacy 13

14 Using Social Media Effectively Using Social Media for Advocacy 14

15 Joe Sudbay Online Strategist and Blogger

16 Social Media: Not just the pros > Pew, October 19, 2012: Some 60% of American adults use either social networking sites like Facebook or Twitter, and a new survey by the Pew Research Center s Internet & American Life Project finds that 66% of those social media users or 39% of all American adults have done at least one of eight civic or political activities with social media. Using Social Media for Advocacy 16

17 Twitter: Where the political conversation is happening > Twitter generates an outsized share of attention among political professionals and helps to form the narratives that pundits, journalists, and candidates will develop during and after big events. National Journal, Sept. 11, 2012 Using Social Media for Advocacy 17

18 Evolution of Social Media > Content is King and Analysis matters > Blogs: Content, Target Posts > Twitter: Spread content, Stay relevant > Facebook: Engage Using Social Media for Advocacy 18

19 Utilizing social media to educate, engage and advocate > Don t fear social media > It s not that complicated > And, make it work it for your purposes (outreach, education, advocacy, marketing) > Can t use it if you re not doing it Using Social Media for Advocacy 19

20 They may not hold Town Halls, but, you can always find members of Congress on twitter > CSPAN makes it easy: twitter.com/cspan/members-ofcongress/members > It s new when members aren t on twitter: The two new members of Congress who don t have public twitter accounts (Red Alert Politics, 1/4/13) Using Social Media for Advocacy 20

21 Molly Brenner, MPH Senior Political Action Specialist, American Nurses Association

22 So you have Twitter Now what? Should I Tweet This? What Should We Tweet? How do I Tweet? Using Social Media for Advocacy 22

23 Tweets from Hil > Travel A Lot > Already Tweet > Recognizable Using Social Media for Advocacy 23

24 Doug Ulman- Lance Armstrong Foundation Using Social Media for Advocacy 24

25 Using Social Media for Advocacy 25 Richard Branson-Virgin Group

26 Tweets from Hil? > Don t Know Twitter > Name Recognition is Low > Don t Have Time Using Social Media for Advocacy 26

27 Using Social Media for Advocacy 27 Mark Zuckerberg- Facebook

28 If not Hil, then Hoooo? > One Point Person > Independence is Key > Multiple Twitter Handles? Using Social Media for Advocacy 28

29 Using Social Media for Advocacy 29 Generating Content

30 Using Social Media for Advocacy 30 Tweet Categories October

31 Informational > Newsletters (ie. Kaiser, RWJF, Politico) > Google Alerts > Others Tweets Using Social Media for Advocacy 31

32 Promotional > Events, Resources, & Campaigns Using Social Media for Advocacy 32

33 Personal Communication > Welcome, Engage, Acknowledge Using Social Media for Advocacy 33

34 Using Social Media for Advocacy 34 Congressional Outreach

35 Using Social Media for Advocacy 35 Strategic Tweeting

36 Using Social Media for Advocacy 36

Thank You! Tweet Me: @nursingworld Email Me: Molly.Brenner@ana.

37 Thank You! Tweet Me: Call Me, Maybe: Using Social Media for Advocacy 37

38 How to Reach the Panelists Ilisa Halpern Paul, (202) Hilary (202) Joe (202) Molly Brenner, (301) Drinker Biddle: Website: Blog: #dewonkify Using Social Media for Advocacy 38

They Work For Us: A Self-Advocate s Guide to Getting Through to your Elected Officials

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