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Building a Bigger Base
Mitzi McFatrich,
Executive Director
Kansas Advocates for Better Care
www.kabc.org/ www.twitter.com/InfoKabc www.facebook.com/KABC1975
Cost effective and Low cost, targeted boosts Broad reach geographically, diverse populations Mobilize networks of connected individuals who
might not otherwise connect with your issue Real-time engagement with advocates and policy
makers
PRO’s
May require investing time and in training for staff & volunteers to use Social Media Platform(s)
Someone has to create, post, and curate content Alone, SM won’t give you information about actions
taken and impact May depend on what you want to achieve
CON’s
Are you using social media for advocacy?
How are you using social media for advocacy?
What results are you having?
Which platforms work most successfully for your organization? Why
Which policy makers respond best to SM efforts? Why
KABC’s Facebook and Twitter pages are where our followers can find information and updates on:
◦ upcoming events and trainings
◦ policy priorities and related legislative updates
◦ real-time advocacy action opportunities
◦ curated content related to LTC issues, stories, policy, and news
Facebook: www.facebook.com/KABC1975
Twitter: www.twitter.com/InfoKabc
Social media use is continuing to grow in every demographic
52 percent of people ages 50 to 64 now have Facebook pages 32 percent of people 65 and older use Facebook
Facebook is the network
used most by older adults, followed by Instagram and Twitter.
How can we engage this captive audience to build our base and promote our organizational priorities?
Facebook ◦ Focus on connecting people ◦ Over 80% of online adults are users. ◦ Interface features individual user profiles and a “newsfeed”
where content is aggregated from people on your friends list and pages you follow. People in your network can interact with, share, and “react to” your posts
◦ User base has more age diversity and higher average age than other social media sites, used by more women than men.
◦ Good for marketing to/recruiting general consumer demographic, but posts can be “boosted” and targeted to users outside of follower list based on specified demographic criteria
Facebook is where people go to connect.
Whether they use the site to keep up with friends, see photos of grandchildren, or connect with a culture across the world, Facebook users want content that makes them feel something. Interesting stories, alarming data, connections to breaking news and trending stories all increase the chance that people will read and share your posts.
Include appealing media
Facebook algorithms prioritize posts with photos and videos, meaning these posts are more likely to reach more people.
People are also more likely to interact with posts that contain fun or interesting graphics. Asking questions, telling relatable stories, and asking for feedback are also good strategies to prompt follower engagement.
Facebook Pages
Pages are for businesses, organizations, and public figures to share their stories and connect with people. Like profiles, Pages can be customized with stories, events and more.
People who like or follow a Page can get updates from the Page in their News Feed.
KABC’s Facebook page is where our followers can find updates on:
upcoming events and trainings
our policy priorities and related legislative updates
real-time advocacy action opportunities
Curated content related to LTC
Let you create specific communities of people who interact directly with each other. You can use Groups to share exclusive updates, photos or events, and collaborate.
Groups can be public, closed, or secret. ◦ Closed groups are great for sharing
information with a select group of people and limiting engagement
◦ Group administrators and moderators can control who posts and what gets posted in a group
Facebook Groups
Groups can be a helpful tool for engagement with existing volunteer/advocate network, especially for content you don’t necessarily want to share on your public page
Twitter ◦ A “micro-blogging” site where posts are constrained to 280
characters ◦ Twitter users are more likely to follow organizations, news
sites, groups, and celebrities, rather than maintaining a personal network like on Facebook Connect around topics/events/content
Utilizing hashtags is important to get your content noticed by people outside of your “followers”
Live-tweeting events such as presidential debates, Oscars, Super Bowl, statehouse events, is popular and will bring you into contact with more people
(Make sure to hashtag these events so others can find your tweets!)
◦ Twitter has a higher percentage of men, people of color, and urban users than other social media sites.
36% of 18–29 year olds use Twitter.
23% of 30–49 year olds use Twitter.
21% of 50–64 year olds use Twitter.
10% of 65+ year olds use Twitter.
Connecting posts to trending topics is a good way to get your content noticed by more people. When many recent tweets contain a hashtag referencing the same topic, these topics are considered to be “trending.”
Tips for Twitter Posts
Comment Like
Retweet
Direct Message
Hashtag Tagging Others
Twitter Features
Instagram ◦ A social networking site based around sharing images
◦ Similar to Facebook, you have an individual page for posting your own photos and a feed you can scroll through to see what the people and pages you follow are posting
◦ Utilizing hashtags is important to get your content noticed by people outside of your “followers”
◦ Demographics have veered toward younger generations since its inception, but new statistics from Pew show older generations are starting to embrace the app a bit more.
59% of 18–29 year olds use Instagram.
33% of 30–49 year olds use Instagram.
18% of 50–64 year olds use Instagram.
8% of people 65+ use Instagram.
People use Instagram differently than Facebook and Twitter. Aside from being a photo and video based social network, Instagrammers engage differently. They check the site and engage with posts at a much higher rate than other social networks. Used right, you could tap into an engaged, active network of passionate people, ready and willing to interact with and boost your posts. Make sure to use high quality, engaging photos, write compelling captions, and hashtag your posts for better visibility.
Instagram Tips
Like Twitter, Instagram allows users to post by and search by topic through the use of hashtags.
This post included a great photo, a
compelling story, and several hashtags that
allowed it to be found by searching
any of the tagged terms
You can use Insights to:
◦ Understand how people are engaging with your Page.
◦ View metrics about your Page's performance.
◦ Learn which posts have the most engagement and see when your audience is on Facebook.
In the Posts section of Insights, you can see the following information about your Page posts:
◦ The number of people reached
◦ Post clicks
◦ Reactions, comments and shares
◦ Total video views and viewing behavior details
Account home tracks high-level statistics about your profile from month to month.
◦ It will spotlight your top-performing Tweets and introduce you to the influencers in your network.
Your Tweet activity dashboard is where you’ll find metrics for all of your Tweets.
◦ You’ll know exactly how many times Twitter users have seen, Retweeted, liked and replied to each Tweet.
Your audience insights dashboard contains valuable information about the people who follow you
◦ You can track your follower growth over time and learn more about your followers’ interests and demographics.
Instagram does not have built-in analytics
KABC’s Facebook and Twitter pages are where our followers can find information and updates on:
◦ upcoming events and trainings
◦ policy priorities and related legislative updates
◦ real-time advocacy action opportunities
◦ curated content related to LTC issues, stories, policy, and news
www.facebook.com/KABC1975
www.twitter.com/InfoKabc
KABC hired a consultant to evaluate our social media engagement and post history to give us feedback + recommendations:
KABC’s done a great job of building our Facebook audience. Gains needed: advocacy postings that move our audience to action
KABC has different audiences on Facebook and Twitter, with more organizations and policymakers on Twitter. Gains needed: to build more relationships with key policymakers across social media
Recommendations for strategies + tools to build our audience and increase advocacy by asking followers for action and providing support for that action
KABC Social Media Advocacy
Goal: Develop plan to effectively utilize social media for stronger KABC grassroots public policy advocacy
A. Evaluate KABC’s social media presence specific to advocacy on Facebook and Twitter
B. Define and implement recommendations to strengthen KABC’s grassroots public policy advocacy Create an annual editorial calendar driven by KABC’s advocacy on
public policy issues to maximize awareness of and actions by
KABC’s “followers”
Develop social media volunteer partners to extend KABC’s reach
and impact
Develop Advocacy 101 Guide to empower advocates
Build more advocacy into Facebook posts
Build our Twitter following – follow legislators, journalists,
organizational partners on Twitter
Week: This
column guides
Facebook and
Twitter content
for each week
of the
legislative
session and
throughout the
year.
Legislation
Status: This
column ensures
KABC social media
advocacy content is
tailored to each
step of the
policymaking
process.
Post Objective:
The post objective
column describes
what KABC wants its
social media posts
to do at each step
of the process.
Facebook/Twitte
r Post Template:
This column outlines
the type of content
that would help KABC
reach each objective.
Additional
Facebook/
Activities:
This column helps
KABC integrate other
content related to
legislative priorities
at the appropriate
time.
A calendar to help KABC schedule advocacy related social media posts around our legislative advocacy work at the Statehouse. The calendar is structured around the general policymaking process and the anticipated legislative deadlines for bills.
Each column in the spreadsheet performs a different function.
central organizing principle of the calendar
Week:
January 28
Legislation
Status:
Bill not yet
introduced
Post Objective:
Educate followers
on upcoming
legislative priorities
Facebook/Twitter
Post Template:
Older adults in Kansas
are facing [problem].
To address [problem],
Kansas’ legislature
should [policy
change].
Additional
Facebook/
Twitter Activities:
Share relevant
article on legislative
priority
Week:
February 18
Legislation Status:
House committee
hearing held
Post Objective:
Let followers know it's time to
act
Facebook/Twitter Post Template:
Help us address [problem], by
contacting your legislators to ask that they support [HB X] –
[advocacy toolkit] makes it easy.
Additional Facebook/
Twitter Activities:
Post photo with KABC rep/partner
testifying; live tweet legislative hearing
Examples of posts tying KABC policy priorities to events at legislative hearings during the
2019 legislative session
Example posts asking for specific actions from KABC followers
KABC added a page to our editorial calendar to ensure that we are making posts people care about in the moment
This calendar gives us ideas for posts and newsletter topics based on notable dates and events each month, as well as prioritize health disparities content
KABC published this guide online to help give our followers the tools they need to take action when we ask for their help
The Guide includes information, advice, and resources to help grassroots advocates navigate the advocacy process
www.kabc.org/kabcs-new-advocacy-101-guide/
Includes Kansas legislative committee members who typically hear KABC’s bills,
majority and minority legislative leadership, and the Governor’s office / constituent affairs.
http://www.kabc.org/how-to-contact-key-legislative-committee-members/
Posted to KABC’s website and linked in the Advocacy 101 guide and social media posts to make it easy for followers to contact policymakers for action on a bill or policy.
BUILDING CONNECTIONS Internal document used to track relationships on social media with key legislators, the media, organizational partners, etc to increase our reach and foster connections.
Allow user to contact legislator with direct links and provides analytics to organization on individuals who took action (CRM - customer relations management system)
Nation Builder
NPG
Salsa
Mail Chimp mass emails, e-newsletter, short survey. Low/No Cost
Constant Contact – paid subscription with similar functions to Mail Chimp
Questions
Ideas
Suggestions/Other’s Successes
Our MISSION ◦ Advocating for Quality Long-Term Care for all Kansans
Our VISION ◦ All older Kansans receive good quality long-term health care in
the setting of their choice
www.kabc.org/
www.facebook.com/KABC1975
Twww.twitter.com/InfoKabc
Mitzi McFatrich, Executive Director
785-842-3088 phone
www.kabc.org/
www.facebook.com/KABC1975
Twww.twitter.com/InfoKabc