4. Supplement Offline and
Online Actions
• Traditional PR -> re-package and create your
own media
• Organizing -> Target volunteers and
supporters using social media
• Events -> Use social channels for the peer
pressure factor. Get messages beyond
attendees.
6. Do this
• Goals -> Strategies -> Tactics
• Goal: We want to pass a law
• Strategies: We’ll change public perception
and target legislators
• Tactics: Create compelling content to share
online. Repackage it to take action. Leverage
social channels for volunteers and outreach.
7. Not this
• “We need to get to 10,000 facebook fans”
• “We want to create a viral video”
• “We’ve got to build up our Google Plus
following”
17. Traditional methods
• Polling
• Focus groups
• Staffing a support phone line or email
address
• All of these cost $$$ and are slow
18. New methods
• Directly engage supporters
• Figure out who is following you
• Utilize tools to see who you should be
following like Twazzup
• Figure out what your supporters care about
with tools like attentive.ly
• Use twitter lists to monitor conversations
19. Keys to effective
advocacy
• Timely
• Relevant
• Strong theory of change
21. A changing ecosystem
• Starting in 2002-2003 political blogging
began to bloom and came into prominence.
• State and local blogging was at its height in
2006.
• Starting around 2009 a lot of the
conversation began to move to
microblogging platforms like twitter,
facebook and tumblr
22. How do you adapt?
• Create content designed for sharing with broad
appeal.
• Make sure supporters are asked to share actions
they take on social networks.
• Repackage content to make it easier to share.
• Develop relationships with bloggers and
influential twitter users.
• Use and follow key hashtags
