1. americanprogress.org Here Comes Social Advocacy Alan Rosenblatt, Ph.D. arosenblatt@americanprogressaction.org Me on Social Media @DrDigipol @HaikuProgress DrDigipol.Tumblr.com BigThink.com/blogs/Digital-Politics YouTube.com/DrDigipol Center for American Progress Action Fund @ProgressLeague @CAPAction Progressleague.org Facebook.com/AmericanProgressAction Facebook.com/Facebook.com/ProgressLeague

2. americanprogress.org SOCIAL ADVOCACY? What is…

3. americanprogress.org The way things were Campaigns email activists (very few forward it) Congress gets the email (but no one knows for sure) Activists send email to Congress Email is a closed communication loop Email was the only online channel to reach Congress

4. americanprogress.org The way things are now Congress can’t ignore because the world can see! Campaigns email activists & promote on social media Activists send email to Congress & msg via social media Activists sent to email/petition page, twitter petition, Facebook wall, etc.

5. americanprogress.org ENGAGEMENT It’s all about…

6. americanprogress.org It’s true: social media can reach the grassroots

7. americanprogress.org But more importantly: social media reaches influencers Traditional influencers Press Policy Professionals Policymakers New influencers State/issue bloggers, organizers, e-newsletter editors Social network influencers Influencers extend & enhance your influence (trusted 3 rd party validation)

8. americanprogress.org Who do people trust?

9. americanprogress.org Size isn’t everything

10. americanprogress.org Influence in action: The right followers 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.

11. americanprogress.org AUDIENCE Growing your…

12. americanprogress.org Get followers, then deepen your connection 1.Connect – Follow people you want following you 1.Following people who tweet about the same topics as you creates a 15-30% chance they will follow you back. 2.Engage – Reply to people you want following you 1.Not everyone notices who follows them, but everyone notices who mentions them. Reply w/ information & links you know will interest them. Ask questions & converse. 3.Recommend – Retweet/#FF followers you want 1.Recommend people you want following you to your followers by retweeting them & w/ #FF (Follow Friend). 4.Repeat – Repeat steps 2 & 3 after they follow you back to deepen your connection. 5.Remember, it is about exchanging VALUE

13. americanprogress.org POLICYMAKERS Targeting…

14. americanprogress.org Finding government on social media GOVSM.com Facebook.com/Congress Twitter.com/TheDemocrats/house-democrats

15. americanprogress.org Anatomy of a tweet – Targeting a senator. @ChuckGrassley read our report on repealing #DADT (http://bit.ly/dadt) & vote FOR Defense Auth Bill. FYI @desmoinesdem @OneIowa #IA #p2 Publicly targets Member of Congress Trackable link to measure click throughs Pushed to hashtag audiences Issue specific (#DADT) State specific (#IA) Ideological group (#p2) Alerts watchdogs State blogger (@desmoinesdem) State issue group (@OneIowa)

16. americanprogress.org Targeting by hashtag How often is it used? Busy – Large audience, lots of noise Moderate – Best hashtag Slow – No audience How many people are using it? Many people – Big public conversation 1 or 2 people – Private conversation What is the ratio of RTs:Tweets? Ideal for network effect

17. americanprogress.org Hashtags for State of the Union General tag: #SOTU Drs. For America tag: #Dr4A Health Care Reform: #HCR, #ACA Progressives: #p2 Conservatives: #tcot Tea Party: #TeaParty Occupy Wall Street: #Occupy, #OWS

18. americanprogress.org SUCCESS Measuring…

19. americanprogress.org Metrics of success Audience engagement You want RT, #FF, shares, comments, likes & 1+ Audience quality & size You want influencers, press & policymakers Driving traffic to your website & email lists You want clicks & views

20. americanprogress.org Your Bio I am a doctor who supports the Affordable Care Act.

21. americanprogress.org Here Comes Social Advocacy Alan Rosenblatt, Ph.D. arosenblatt@americanprogressaction.org Me on Social Media @DrDigipol @HaikuProgress DrDigipol.Tumblr.com BigThink.com/blogs/Digital-Politics YouTube.com/DrDigipol Center for American Progress Action Fund @ProgressLeague @CAPAction Progressleague.org Facebook.com/AmericanProgressAction Facebook.com/Facebook.com/ProgressLeague