2010.04.06 Keynote - Alliance of Retired Americans Social media is changing how we do advocacy and activism.

1. Leveraging Social Media for Online Organizing & Advocacy Alan Rosenblatt, Ph.D. [email_address] Twitter: @CAPAction and @DrDigipol Facebook.com/AmericanProgressAction Facebook.com/DrDigipol

2. Do you? @BarackObama – 3.4 million followers @WhiteHouse – 1.7 million followers

3. How can I get as many followers as Obama?

4. Like this?

5. Size isn’t everything

8. Age Distribution on Social Networks

9. Dimensions of digital communication strategy Social Networks & Social Media (Grassroots & Grasstops) Transactional Websites (Information Exchange, Donations, & Action) Email Lists & Brochure Websites (Broadcast & Narrowcast) Audience Interacts with Each Other Audience Interacts with Campaign, Organization, or Government Audience Interacts with Information All-way Communication Two-way Communication One-way Communication Community Action Information 3-D 2-D 1-D

10. Case study: Stan (@Stan) Stan Spring ’09: Stan received information from CAP via email & web June ’09: Stan joins Twitter July ’09: Stan has 40 followers; starts retweeting @CAPAction Today, Stan over 400 followers & continues to share his influence w/ @CAPAction Value to CAP/Action increases

11. Social Media Advocacy Tools

12. Measuring Success: Mentions

13. Measuring Success: Click-Throughs

14. Measuring Success: Not Just Numbers 10/09 @Katulis tweet from Afghanistan quoted in GlobalPost.com (117,000 readers). 12/09 Brian Katulis tweets about Afghanistan surge quoted in NYT by Helene Cooper. 11/09 @Katulis tweet about Afghanistan sent by The Atlantic’s Ambnder to WH Nat’l Sec. Council. 1. 3. 2.

15. Twitter Petitions

16. Tweeting the Government

17. List Building on Twitter

18. Targeting Tweets

19. Twitter Hashtags – Reaching beyond your followers #NN09, #PDF09, #IAR… Make your own for your events Events Pair hashtags for different audiences & actions Cross-Talk #action, #digg Actions Other Hashtags #fem2, #woc, #prochoice, #women2follow Women #climate, #energy, #green, #co2, #cop15 Energy/Climate #hcr, #hc09, #singlepayer, #pubop, #health Healthcare #union, #efca, #aflcio, #seiu, #ibew Labor Issues #tcot, #sgp, #tlot, #teaparty, #IAmTheMob Conservatives #p2, #topprog, #progressivetuesday Progressives Ideology

20. Leveraging Social Media for Online Organizing & Advocacy Alan Rosenblatt, Ph.D. [email_address] Twitter: @CAPAction and @DrDigipol Facebook.com/AmericanProgressAction Facebook.com/DrDigipol