Using Social Media for Grassroots Advocacy
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Using Social Media for Grassroots Advocacy
- 1. http://www.surveymonkey.com/s/CAEPA We’ll share the results with you when we begin.
- 2. .
- 3. How Do You Use Social Media? Survey Results
- 4. Social Media: Why You Can’t Ignore It
- 5. Video Discussion How Do You WANT to Use Social Media for your program?
- 6. NCL's Use of Social Media: Mobilizing Advocates
- 7. The Internet’s Role in Citizen Advocacy Percentage of Staffs Agree In-Person the Best 97% Form Messages the Worst 90% More Involved 87% More Accountable 57% More Knowledgeable 41% 0% 20% 40% 60% 80% 100% 120% —From the Congressional Management Foundation: http://congressfoundation.org/projects/communicating-with-congress/perceptions-of-citizen- advocacy-on-capitol-hill
- 8. Importance of Social Media for Communicating with Constituents
- 9. Why Social Media for Grassroots Advocacy? Email Open Rates are Declining According to M+R: Email open rates declined almost 63% between 2004 and 2008.
- 10. Social Network Use Is Growing According to Pew: 46% of adult Internet users are social network users – up 6x from 2005.
- 12. Facebook Networking Big Picture Personal Profiles Program or Class Pages Topic-Specific Pages Post and tag photos Lead and respond to discussions * Second-most visited website worldwide!
- 13. Engaging Grassroots Share links/media in status updates Encourage conversation Ask questions & answer every comment Post no more than 1-2 updates/day – or less! Do not automate content and sync FB w/other SN sites Encourage staff/volunteers to be active on your page Have more than one admin Use “events” to allow people to RSVP directly on FB Create topic specific pages Integrate your FB page into your website, e- newsletter, blog, print materials and TY landing pages and emails
- 15. Engaging Legislators on Facebook
- 16. Example: NCL, Acting on Facebook Alerts http://www.facebook.com/NationalCoalitionforLiteracy
- 17. Acting on Facebook Alerts Step #1: Compose Message Select Legislators Specify Subject “The Ask” Insert Talking Points
- 18. Using the Online Alert, Cont. Closing Enter Contact Information Click Send Message
- 19. Examples: Support Adult Basic Ed Arizona http://www.facebook.com/SupportAdultEd
- 20. Who To Follow on Facebook Your Legislators! Other Examples: National Coalition for Literacy American Library Association COABE National Center for Family Literacy ProLiteracy Support Adult Basic Education Arizona TESOL VALUEUSA Pickaway Ross CTC (local program example of interaction with students)
- 21. How Do I know I’m Doing This Right? Facebook Insights Followers Views Post Feedback
- 22. Changes in Facebook Insights From All About Facebook, in The Daily Advocate: http://www.allfacebook.com/facebook-page-insights-2011-10
- 23. Twitter Microblogging Big Picture 140 Characters Shortening your links ReTweets and Hashtags How to find people to follow Searching Twitter Ways to receive and send tweets
- 25. 140 Characters
- 26. Anatomy of a ReTweet Indicates a Original source User Name Retweet of information Link to more information or Hashtag Avatar photo or video / Logo
- 27. Shortening Links & Tracking Data Bit.ly Owl.ly
- 28. Ways to Send and Receive Tweets Tweetdeck Hootsuite
- 29. Hashtags & Archiving Data http://archivist.visitmix.com/ for #COABE11
- 31. Engaging Grassroots Tweet 3-5 times a day Spread tweets out throughout the day Conversational tone, but consistent messaging across social media platforms Follow influential people who are likely to be interested in your work Reply and retweet at least once a day Use relevant hashtags; but use sparingly #adulted #education #literacy #famlit #famliteracy #esl #efl #ell Track RTs to see what gets the most attention
- 32. Engaging With Legislators / Grasstops Encourage your followers to RT / DM Ask legislators questions RT their content that aligns w/adult ed; hook adult ed to their interests. Share information and actions from your organization via phone / mail. Repurpose into a tweet: “Rep. @AnderCrenshaw: thought you might be interested in… #adulted”
- 33. Getting Started Go to twitter.com and set up an account. Keep your user name consistent with your username on other platforms like FB. Do not protect your tweets unless you are using Twitter to create a closed community. Only enable tweet location if you are not tweeting from home. + to increase exposure of your program location. Don’t leave background information blank. You may be perceived to be a spammer.
- 34. Who to Follow Your legislators! Lots of great folks to follow! How to find them: Search for hashtags; follow those who tweet interesting content Look at their follower list; follow some of their followers who tweet interesting content Search for state/national organizations whose message you support. Follow them. Outside AE: MomsRising CoalitiononHN HalfinTen Inside AE: CAEPA_CO NCLAdvocacy FloridaLiteracy nelightful NevadaAdultEd CLASP_DC Flatechgirl Aceofflorida GEDTesting
- 35. How Do I know If I’m Doing This Right? http://tweetreach.com/
- 36. How Do I Know I’m Doing This Right? Looks at: http://klout.com/ • True Reach: # of people you influence • Amplification: How much you influence them • Network: Influence of others within your true reach
- 37. Blogging Big Picture Creating and Distributing Content Different Platforms Strategies Examples
- 38. Blogging Big Picture Central voice of your organization Driven by fresh content Consistent stream of timely fresh content to tweet and post via FB and e-lists Missing piece for building e-lists & driving traffic to website and SM forums Improves search engine results Allows you to grow fans and followers on SM sites
- 39. Blogging Platforms WordPress.org – free, must be downloaded on a server WordPress.com – free, no 3rd party hosting; theme choice limited; cannot add plugins TypePad – costs $15 - $30/mo, often used by professional bloggers Blogger, Posterous, Tumblr, EduBlog are other examples
- 40. Grassroots Strategies Use your organization avatar for logo Simple design Make resources easy to find by category Have links to related content appear beneath each blog post Allow comments, moderated; encourage participation Post regularly about advocacy campaigns – get info from NCL Advocacy Blog Become local hub for adult ed advocacy info Cross-link to resources widely used by your readership Ex: NYTimes
- 41. Grasstops Strategies Invite grasstops to be guest bloggers Regularly feature local advocacy projects on blog Use email, Twitter, FB, to invite grasstops to visit and comment on blog For Legislators: Outline the legislation you support Link to state / national organization legislative updates Send them to pertinent blog articles containing policy positions of your organization
- 42. Example: NCLAdvocacy Blog http://blog.ncladvocacy.org 1. Click on the title of the blog post where you wish to post a comment or question.
- 43. How to Post to a Blog 2. Enter your comment or question in the Message field below, and click “Comment” in the bottom left corner to submit your “post”.
- 44. Your Comment Awaits “Moderation” 3. Your comment will not appear right away. Instead, you will see a message like this one: “Your comment is waiting moderation.” 4. The blog moderator will review your message in light of the blog guidelines, and also ensure it is not spam. Once the blog moderator reviews and releases your comment, it will appear beneath the Message box.
- 45. How Do I Know I’m Doing This Right? Google Analytics, Urchin
- 46. Wikipedia
- 47. Create A Presence on Wikipedia Create a Wikipedia entry * Link to other articles pertaining to adult and family literacy Link to research Link to related fields Use multiple sources (neutrality) Edit literacy-related Wikipedia entries
- 48. Getting Started 2 minutes: Get Involved. Sign up for CAEPA + NCL updates. Bookmark the NCL Advocacy Toolkit Act on alerts. Like us on Facebook. Follow us on Twitter. 5 minutes: Get Others Involved. Share adult education facts and alerts. Get sample Facebook, blog, and Twitter posts you can use to update your status.
- 49. Getting Started, Cont. 10 minutes: Educate Yourself & Others. Learn / share more about why adult education is important. Get / share the facts on adult education. Learn / share about legislative priorities for adult education and family literacy at the state/federal levels. Learn / teach the differences between educating, advocating, and lobbying.
- 50. Getting Started, Cont. Ongoing: Make a Difference Browse the NCL Advocacy Toolkit to familiarize yourself with the resources available to you. Write a blog article (guest blog or on your own blog) about the importance of adult education and family literacy in your community. Create your own local network of 5-10 individuals interested in advocating for adult education and keep them informed on adult education issues by forwarding NCL updates and alerts. Invite your legislator to visit your local adult education program.
- 51. Intermission 30 Minute Break Break Here If You’d Like!
- 52. Questions or Comments? Contact Jackie Taylor jackie@jataylor.net Marsha Tait mltait58@gmail.com Thank You.
Notes de l'éditeur
- Hi! [Introduce selves]Today we’re going to discuss why its important to use social media to amplify your voice with state and federal legislators on adult education issues and how you can do that and what can be done in minimal amounts of time.The resources and strategies we’re about to share with you are a result of research the NCL conducted with Fission Strategy and have been made possible with generous support from the Dollar General Literacy Foundation.
- Perceptions of Citizen Advocacy on Capitol Hill This report is based on an online survey of 260 congressional staff on their opinions and practices related to constituent communications, including social media. The survey was conducted between October 12 and December 13, 2010Key FindingsThe Internet, Participation and Accountability. Most staffers (87%) thought email and the Internet have made it easier for constituents to become involved in public policy. A majority of staff (57%) felt email and the Internet have made Senators and Representatives more accountable to their constituents. Less than half (41%) thought email and the Internet have increased citizens' understanding of what goes on in Washington.Citizens Have More Power Than They Realize. Most of the staff surveyed said constituent visits to the Washington office (97%) and to the district/state office (94%) have 'some' or 'a lot' of influence on an undecided Member, more than any other influence group or strategy. When asked about strategies directed to their offices back home, staffers said questions at town hall meetings (87%) and letters to the editor (80%) have 'some' or 'a lot' of influence.It's Not the Delivery Method – It's the Content. There is virtually no distinction by the congressional staff we surveyed between email and postal mail. They view them as equally influential to an undecided Member. Nearly identical percentages of staffers said postal mail (90%) and email (88%) would influence an undecided Member of Congress.Grassroots Advocacy Campaigns – Staff are Conflicted. The congressional staff we surveyed have conflicting views and attitudes about the value of grassroots advocacy campaigns. More than one-third of congressional staff (35%) agreed that advocacy campaigns are good for democracy (25% disagreed). Most staff (90%) agreed – and more than 60% strongly agreed – that responding to constituent communications is a high priority in their offices. But, more than half of the staffers surveyed (53%) agreed that most advocacy campaigns of identical form messages are sent without constituents' knowledge or approval.Social Media Used to Listen and Communicate. Congressional offices are integrating social media tools into their operations, both to gain an understanding of constituents' opinions and to communicate information about the Member's views. Nearly two-thirds of staff surveyed (64%) think Facebook is an important way to understand constituents' views and nearly three-quarters (74%) think it is important for communicating their Member's views.97% In-person communications have the most impact90% - Agreed that identical form message campaigns are sent w/o constituents knowing87% - Internet’s made it easier to get involved57% - Made legislators more accountable to constituents41% - Think it’s made constituents more knowledgeable about DCIts not the delivery method, but the contentMore and more legislators use social media to listen and communicate, esp. FB
- Here’s the bad news:It is well documented and well-publicized that direct mail fundraising is on a slow and terminal decline.So is email.While email will remain your #1 source of online actions, including fundraising, for a long long time to come. You cannot depend on it alone to sustain you. You must meet people where they are.
- At the same time…Back in February of 2005, just 8% of adult internet users had used a social network site. That percentage had risen to 16% by August of 2006, and as of Oct 2009 stands at 46% of online adults. There’s even higher use among the younger set.---79% of American adults used the internet in 2009, up from 67% in Feb. 2005 46% of online American adults 18 and older use a social networking site like MySpace, Facebook or LinkedIn, up from 8% in February 2005. 65% of teens 12-17 use online social networks as of Feb 2008, up from 58% in 2007 and 55% in 2006. As of August 2009, Facebook was the most popular online social network for American adults 18 and older. ---Of adult SNS users:73% have a Facebook account 48% have a MySpace profile 14% have an account on LinkedIn 1% each on Yahoo, YouTube, Tagged, Flickr and Classmates.com10-12% are on “other” sites like Bebo, Last.FM, Digg, Blackplanet, Orkut, Hi5 and Match.com
- Meet people where they are…and where are they? On Facebook.FB is the second-most visited website in the world. If you are already on FB and are comfortable using it, start here.If you want the quickest way to get on the radar of influentials and policymakers, start with Twitter and adopt FB as part of a long term 21st century outreach program.
- If your program does not have a presence on FB, then it does not exist to hundreds of millions of people worldwide, and its through FB Pages that programs can best tap into the power of FB and make themselves available to the FB masses.-- Stats for GED test takers on FB – email Cassandra: what do we know about GED test takers and Facebook?FB Pages most important way for programs to raise awareness of adult education on FB.Next time you’re logged in to your personal account, go to fb.com/pages and select Create Page. From there, select Company, Origanizasiton, or Institution and select Nonprofit from the dropdown.Spell out full org name to optimize search engine resultsYou cannot change the name of your FB page later, make sure you do it right the first timeDo not create a cause for your org; those are better for campaigns like save the whales or save adult edDon’t need a personal account to create a pageGo to FB.com/pages, select Create Page, and follow instructions except when prompted select the I do not have a FB account option and complete process.In past, many not aware you could create a page w/o a personal profile, so they created a personal profile for an org which FB prohibits.If that is you, to to HELP center and search “converting your profile into a page” to locate the “business page migration appeal form.”When you complete your page you can create a vanity URL after 25 likes so ask people to like your page so that you can do that asap.
- 90% of power of FB Page is in the status updates. #1 priority should be to find out what kind of content from your org do your fans want to read and engage with. Always share a link, pix, or vidoe in status updatesPost no more than 1-2 updates/day – or less!Do not automate content and sync FB w/other SN sitesSend updatres 1-2 xs per monthEncourage staff/volunteers to be active on your pageHave more than one adminUse “Favorites” function“Tag” other pages to build partnershipsIntegrate your FB page into your website, enewsletter, blog, priint materials and TY landing pages and emailsIntegrate into mobile campaignsAdd share or like fxn to website or blogExperiment w/adsUse “events to allow people to rsvp direcly on FBYou’ll know when you start getting comments and likesTest diff tones of voiceAdd personalityShare links to your flickr slide shows or YouTube vidoesAsk questions using FB questions
- Like” other relevant FB pagesLeave comments on other Groups & Pages that link back to your pagePost relevant content“Tag” other pages to build partnershipsPost about federal and state level advocacy campaignsComment on NCL’s FB pages and inform federal level advocacy work!
- Some legislators have FB pages but using FB to engage w/them can be difficult. Better known political figures often have more activity, so posting on their walls may go unnoticed amidst other posts. Combat this by:Like pages of any policymakers you intend to interact with.Interacting at first with more local policymakers w/less page activity.Focus your message to them around specific legislation (as you would when writing a letter or meeting in person). Make adult education as relevant to them as possible. Hook into their interests.Ask your followers to post messages to the policymaker’s wall to voice support or concern.Thank leaders by tagging them in your wall post w/a TY note.
- Reach: # of unique people who have seen your post.Engaged Users: # of unique people who have clicked anywhere on your post.Virality: # of unique people who have created a story from your page post as a % of the number of unique people who’ve seen itPeople talking about this: # of unique people who have created a story from your post.
- Hash tags allow twitterers to discuss issues and events on Twitter inreal time. They are a means to organize tweets, spread informatin, and find new followers.Add # symbol and then your hashtag is automatically hyperlined within Twitter so that users can click the hastag link to view all other tweets that have the same hashtag.In the early days of Twitter there was no search function so this was a way for twitterers to to converse and find others w/similar interests.
- Engage with policymakers and partner organizations where existing relationships exist, or where there is potential for relationship building.Go to “What to say and how” for sample hooks: http://www.ncladvocacy.org/tksay.html
- Gives you metrics and statistics on how far your tweets travel
- Looks at:True Reach: # of people you influenceAmplification: How much you influence peopleNetwork: the influence of others within your true reach
- Wikipedia has a strong search engine optimization (SEO) standing and is a go-to source of information for journalists, policymakers, and the general public. Journalists frequently use Wikipedia as a fact-checking source, and policymakers, particularly their young staffers, frequently turn to it to get a sense of what is being said about particular issues and campaigns. Wikipedia is a community run site, and NCL can take advantage of this by creating a Wikipedia entry for the National Coalition for Literacy, and editing other literacy-related entries to include NCL’s knowledge about adult literacy.