Social Media in the. Policy Arena. #DukeMediaLab

Transcription

1 Social Media in the Policy Arena B Y S H A N N O N R I T C H I E D I R E C T O R, D I G I T A L + I N N O V A T I O N F L E T C H E R F O U N D A T I O N #DukeMediaLab

2 About Me

3 ABOUT RELATIONSHIPS TOOLS CONTENT MEASUREMENT CONTACT September 2011, I had just started my second year at Sanford and recently found out that I was pregnant with my first child. I was outraged that the General Assembly was considering a constitutional ballot to discriminate against gay couples in NC. I joined my close friend Curtis Brown a rally where I realized we could do more. So we joined forces, combining his photography with my love of social change and digital tools. We created The Vote Against Project.

4 ABOUT RELATIONSHIPS TOOLS CONTENT MEASUREMENT CONTACT

5 ABOUT RELATIONSHIPS TOOLS CONTENT MEASUREMENT CONTACT

6 Relationships

7 ABOUT RELATIONSHIPS TOOLS CONTENT MEASUREMENT CONTACT CONNECTION EXPAND your NETWORK and reach You have something to say or research to share. Who do you want to reach? Why are these people or organizations important to reach? With whatever goal you have in mind, think about what you need your network to be in order to acheive success. For example, an organization s network that is fighting to expand gun control legislation is going to be vastly different than an academic project researching homicide rates, despite the overlap in issue area. Ensure your audience reflects your needs and goals. LEARN ABOUT NEW THINGS Social media provides endless information and news at your fingertips. Are you looking to enter a specific field after school? Start following people now to learn about what they re doing, and establish connections with influencers, newsmakers, and policymakers. Sometimes, it s overwhelming. Ensure you set limits for yourself and use tools to organize and cut down on content lists on twitter and Facebook and unfollow people and organizations that aren t providing value. Shut it off as much as you can and set helpful limits.

8 ABOUT RELATIONSHIPS TOOLS CONTENT MEASUREMENT CONTACT MAP IT OUT Whether you re working for a nonprofit, government agency, or private company map your network. Who are you connecting with, speaking to, and getting content from? How can you organize them by categories? Geographic region, issue area, industry, etc. How are individuals or organization in your network connected to each other? With each category, what are you learning or getting out of the connection? What are you sharing?

9 Tools

10 ABOUT RELATIONSHIPS TOOLS CONTENT MEASUREMENT CONTACT FACEBOOK TWITTER PETITIONS LINKEDIN

11 ABOUT RELATIONSHIPS TOOLS CONTENT MEASUREMENT CONTACT 81% NORTH AMERICA EUROPE ACTIVE FACEBOOK ASIA USERS ACCESS SOUTH AMERICA SOUTH AFRICA VIA MOBILE AUSTRALIA

12 Content

13 ABOUT RELATIONSHIPS TOOLS CONTENT MEASUREMENT CONTACT FACEBOOK Connection. Visual content. Engagement = reach. Organic reach on Facebook is WAY down. It s harder than ever to break through the noise and Facebook is steering folks to pay for reach. However, it s still the most widely used social media platform and ignoring it completely would be a mistake if you intend to reach large audiences. PROVOKE STRONG EMOTIONAL REACTIONS USE IMAGES ASK QUESTIONS SHARE IMPORTANT QUOTES CREATE CURIOSITY (CLICK BAIT)

14 ABOUT RELATIONSHIPS TOOLS CONTENT MEASUREMENT CONTACT TWITTER news. Conversations. organizing. Credibility. A large number of policymakers, advocates, academics, and journalists are taking to twitter to share commentary, news, and information related to pertinent policy issues of our time. Information and analysis is immediate for better and worse. Twitter levels the playing field. GET INSTANTANEOUS NEWS AND ANALYSIS ORGANIZE WITH GRASSROOTS APPROACH DISSEMINATE ONGOING COMMENTARY INFORM A HIGHLY ENGAGED AUDIENCE CREATE CURIOSITY (CLICK BAIT)

15 ABOUT RELATIONSHIPS TOOLS CONTENT MEASUREMENT CONTACT PETITIONS Empowerment. Support. Visibility. CHANGE platform. Online petitions are an effective way to call followers to act on something in a simple yet meaningful way. They are behind some important policy changes in the last few years and still prove to be a big draw for media attention. USE REPUTABLE ONLINE SITES LEAN ON ORGANIZATIONS TO HELP TAKE ON TIMELY AND SPECIFIC GOALS TAP INTO COALITIONS TO SPREAD FAR & WIDE SHARE WITH MEDIA OUTLETS

16 ABOUT RELATIONSHIPS TOOLS CONTENT MEASUREMENT CONTACT LINKEDIN NETWORK building. Targeted search. Useful information. Sometimes the noise on other social media channels is just too much. LinkedIn provides wonderful opportunities to connect with people you meet in your work in an online environment. It also is very useful in demonstrating value you bring to an organization/agency. SHARE NEWS FOR YOUR INDUSTRY BUILD STRONG FOLLOWER BASE ASK QUESTIONS CONGRATULATE, CHECK-IN, CONNECT CREATE CURIOSITY (CLICK BAIT)

17 ABOUT RELATIONSHIPS TOOLS CONTENT MEASUREMENT CONTACT Don t Ignore Mobile

18 Measurement

19 ABOUT RELATIONSHIPS TOOLS CONTENT MEASUREMENT CONTACT MEASURING CONTENT Consumption Engagement Action Revenue Does your audience care about the topics you cover? Are they consuming your content? Metrics: Views, Reach, Followers Does your content mean enough to your audience that they engage with it? Metrics: Retweets, Shares, Comments Does your content help you achieve your actionoriented goals? Metrics: Referrals, Petetitions, Sign Ups, Phone Calls Does your content help you raise money, recruit volunteers, or save time? Metrics: Money raised, Donors, Volunteer Revised from Beth Kanter s NC Tech 4 Good Workshop Presenta=on, June 2014

20 Contact

21 ABOUT RELATIONSHIPS TOOLS CONTENT MEASUREMENT CONTACT Keep in touch. Contact Info Phone: Web: l t Social Linkedln.com/in/shannonritchie

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