Social Media for Advocacy Alexander Liffick, Sr. Intermediate Concepts and Use of Social Networking

FOR QUESTIONS ON THE PROJECT, CONTACT LAN DO DISABILITY RIGHTS NETWORK OF PA 1414 N. CAMERON STREET, SECOND FLOOR HARRISBURG, PA EXT. 312 This training is made possible by a grant from the Pennsylvania Developmental Disabilities Council through the Disability Advocacy Support Hub (DASH) project of the Disability Rights Network Of Pennsylvania (DRN).

Introduction What Is Social Media? Websites or Applications that use Social Networking. Interactive media published and shared via the Internet or mobile communication device.

Introduction Why Social Media? The Internet and Social Marketing (Networking) provides cost-effective ways to market your message and provide information on your organization.

Introduction Why Social Media? Facebook: 800 million users –up from 50 million in 2007 Twitter: 100 million users –55% access account by mobile device From July 2011 to July 2012 daily use of social media increased 37%

Introduction Why Social Media? Digital communication shows everyone in the same light.

Introduction Who uses Social Media? Nearly Every Internet User Businesses News Outlets Charities and Non-Profits Government Organizations that want to get a message out

Introduction Who uses Social Media?

Introduction Who uses Social Media?

What Social Networking can do Organize rallies or special events Spread petitions Share video and audio Share a story Get a conversation started

Using Social Media How has Social Media been used? Social Media was the main method of organizing protests and sharing video during the Arab Spring events that spread throughout the Middle East and Africa in

Using Social Media In Tunisia, during the Arab Spring, 2011:

Using Social Media In Egypt, during the Arab Spring, 2011:

Using Social Media How has Social Media been used? Social Media was a very important communication tool in the Arab Springs revolution.

Using Social Media How has Social Media been used? Occupy movements used Skype and YouTube to broadcast feeds from the live in protests on Wall Street, around the United States, and beyond.

Using Social Media Occupy Wall Street, NYC 2011:

Using Social Media Occupy Toronto, Canada 2011:

Using Social Media How has Social Media been used? Occupy movements were often setup with Wi-Fi so that video content could be utilized and uploading much more easily.

Using Social Media How has Social Media been used? The 2008 and 2012 Presidential Campaigns for Barak Obama utilized Social Media more than the competition, with a record get-out-the-vote message.

Using Social Media

How has Social Media been used? The Obama Campaigns and Administration have been ahead of the rest with their online presence. Starting early gives you time to work out a strategy and prepare for when you truly need the community ready.

Developing a Strategy What is your Goal What is your goal in using the internet and how does it serve the organization/group's function? What are the actions and outcomes you want to achieve?

Developing a Strategy Who is your Target Audience? Who is your primary target? How do they make decisions? Where are they located geographically? What sites are they using? What are their needs?

Developing a Strategy Once an interim strategy has been developed, then choose the tool or tools to use. After using them for a time, analysis will help you further refine the strategy for the long term.

Using Social Media Blogs and Microblogs Short for web-log Can be short or very extensive Good replacement for newsletters Content Management Systems can run many functions of a website Often spread through Facebook/Twitter

Using Social Media Video Management YouTube and Vimeo Can upload full video or use picture slideshows with audio track Allows users to SHOW their topic Can evoke more emotion than words Often spread through Facebook/Twitter

Using Social Media Facebook Reaches the most users Often used to spread other social media In 2012, Facebook increased their post length to compete with blogs Allow users to DISCUSS their message

Using Social Media Facebook Causes Facebook launched “Causes” as a way to utilize the social media site to make a difference. The Nonprofit Partner Center allows for chapters to manage their information; visit

Using Social Media Facebook: Cause or Page? “In general, Pages are a more formal presence to share information about their organization with the larger public audience. More than 22,000 non-profits currently have a presence using Facebook Pages.”

Using Social Media Facebook: Cause or Page? “Causes is an application that enables users to organize themselves into communities of action that support specific issues, campaigns, or non-profit organizations.”

Using Social Media Twitter Possibly the most active of all the social networks There is a 140-character limit on the message Allows users to INFORM what they’re doing and where

Using Social Media Going Viral This basically means your message is spreading from person to person. It can happen with effective use of social media: the end goal.

Using Social Media Who is responsible? Many organizations don’t have staff tasked only with online operations. Each associate is then responsible for integrating social media into their daily work.

Using Social Media Tips for Using Be timely with important event postings so that your message isn't left behind. Don't repost the same information that you've sent out by another medium. Post regularly; studies show that most social media postings are read in the morning and early afternoon.

Using Social Media Tips for Using Make sure your blogs and posts have personality. Keep an open dialog to ensure you're meeting the needs of your user-base. Develop an initial strategy as a baseline for analyzing your results.

Using Social Media Tips for Using Facebook and Twitter have limits to the length of posts; use a URL-shortener like bitly.com:

Analyzing Social Media Knowing your audience In any business, analyzing the results is importing in knowing effectiveness. Analysis helps with developing the best/most effective strategy. Trends show what your user-base is interested in and will respond to.

Analyzing Social Media Review posting results Keep track of how many likes or comments you receive on posts. Watch how many views you receive on video posts.

Analyzing Social Media Analytics Tools specific to Social Media Google Analytics, Klout, Social Mention, and Tweet Reach can access and analyze the most popular social sites; work similar to productivity software suites.

Analyzing Social Media Analytics Metrics to watch Engagement Rate Reach Referral Traffic Overall Influence

Analyzing Social Media Analytics Tools specific to Social Media

Analyzing Social Media

What about Slacktivism, what is it? When people sign petitions or repost without becoming actively involved How does Slacktivism affect analysis? Number of followers may not indicate actual participants

Long Term Strategy Once some analysis has been done, it’s time to revise your strategy for using social media more effectively. Initial strategy will often not be the long term use.

Next Steps Sign up for social sites and integrate them into daily business. Watch newer social media sites, such as Google+.

Next Steps Keep an eye on traditional media sources, such as CNN, to see newer trends.

Next Steps Have fun with Social Media!