This slide presentation discusses the basic relevance of social media to grassroots advocacy messaging, provides tips on how to get started, and includes a number of footnote links that add value to the presentation.

1. Social Media, Technology and AdvocacyDana Bacon, Grassroots ManagerUniversity of Minnesota

2. During this session… Defining our terms Why strategy comes before technology Launching your social media program

3. Defining our terms The breadth of grassroots higher-ed advocacy now includes: Grassroots lobbying (what we know best) Creating do-it-yourself tools for advocates Selling our organizations’ value Collaborating with self-appointed activists Following public conversations Engaging with fans and critics alike Social media can help in each case

4. Defining our terms The meaning of “social media” – or even its name – varies depending upon context, but certain principles* apply: Everyone can create content (but few do) Users can collaborate to add value to content Communities can form around ideas With time, collective intelligence can emerge * See http://advocacy.globalvoicesonline.org/2009/05/11/digital-activism-the-4cs-social-media-framework/

5. Defining our terms

6. Defining our terms Reasons for social media in advocacy Better understand your advocacy climate Improve your value to supporters by providing new forms of content in a collaborative setting Provide better information to audiences directly, and counter misinformation when it pops up Increase your credibility among stakeholders by delivering transparent, first-person content

7. Defining our terms What matters most is putting the principles of social media in context Know why you’re getting into this, and the right tools will be easier to find* * = http://www.socialsignal.com/blog/alexandra-samuel/4-questions-answer-you-get-started-or-move-forward-with-social-media

8. Strategy before technology Imagine picking yourstools first, andyour strategysecond…

9. Strategy before technology Anticipate challenges before you set out Lining up internal support* Establishing staff roles= Know what you have to offer, and how to offer it_ * = http://www.chrisbrogan.com/starting-your-social-media-case/ = = http://mashable.com/2010/05/17/social-media-ownership/ _ = http://www.briansolis.com/2010/06/21-rules-of-engagement-in-social-media/

10. Launching your program Fortunately, you only need a few tools to get started Listening equipment Content home (often a blog) Outreach platforms (Facebook, Twitter, etc.)

11. Launching your program First, listen to what’s already there* Keywords are key (this will take practice) Skim for the best comments Listening sets the table for internal and external engagement * = http://www.frogloop.com/care2blog/2010/6/28/listening-tools.html

12. Launching your program Listening tools that work* Google Reader (to collect data feeds) Google Alerts (turn Google searches into a feed) Twitter search (a “zeitgeist” info feed) Facebook search (ditto) Blog searches * = Try this how-to guide: http://www.colinalsheimer.com/google-reader-listening-station

13. Launching your program My Google Reader feeds

14. Launching your program Establish a home for your content* Do this before you join new services A blog and space for feedback is ideal Message ownership in a big organization can be a challenge, so talk it through first Multiple authors is fine – credit separately! * = See tip #19 on http://www.mitchellfanning.com/38-bullet-proof-community-building-tips/

15. Launching your program Choose places to connect Where you go is driven by your stakeholders I use Facebook, Twitter, and LinkedIn YouTube is a must-have for video content

16. Launching your program Remember to: Choose your identity carefully Be human Integrate your messaging across channels Keep your “brand” in view Strive for open give-and-take

17. It can be done!

18. Questions?