Social Media for Advocacy Alexander Liffick, Sr.
[email protected] Intermediate Concepts and Use of Social
Networking
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FOR QUESTIONS ON THE PROJECT, CONTACT LAN DO DISABILITY RIGHTS
NETWORK OF PA 1414 N. CAMERON STREET, SECOND FLOOR HARRISBURG, PA
17103 1-800-692-7443 EXT. 312 [email protected] 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).
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Introduction What Is Social Media? Websites or Applications
that use Social Networking. Interactive media published and shared
via the Internet or mobile communication device.
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Introduction Why Social Media? The Internet and Social
Marketing (Networking) provides cost-effective ways to market your
message and provide information on your organization.
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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%
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Introduction Why Social Media? Digital communication shows
everyone in the same light.
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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
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Introduction Who uses Social Media?
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Introduction Who uses Social Media?
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What Social Networking can do Organize rallies or special
events Spread petitions Share video and audio Share a story Get a
conversation started
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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 2010-2011.
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Using Social Media In Tunisia, during the Arab Spring,
2011:
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Using Social Media In Egypt, during the Arab Spring, 2011:
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Using Social Media How has Social Media been used? Social Media
was a very important communication tool in the Arab Springs
revolution.
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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.
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Using Social Media Occupy Wall Street, NYC 2011:
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Using Social Media Occupy Toronto, Canada 2011:
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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.
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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.
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Using Social Media
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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.
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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?
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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?
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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.
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Using Social Media Blogs and Microblogs Short for web-log Can
be short or very extensive Good replacement for email newsletters
Content Management Systems can run many functions of a website
Often spread through Facebook/Twitter
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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
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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
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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 www.causes.com.
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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.
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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.
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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 theyre doing and where
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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.
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Using Social Media Who is responsible? Many organizations dont
have staff tasked only with online operations. Each associate is
then responsible for integrating social media into their daily
work.
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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.
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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.
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Using Social Media Tips for Using Facebook and Twitter have
limits to the length of posts; use a URL-shortener like
bitly.com:
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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.
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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.
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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.
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Analyzing Social Media Analytics Metrics to watch Engagement
Rate Reach Referral Traffic Overall Influence
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Analyzing Social Media Analytics Tools specific to Social Media
http://www.google.com/analytics/ http://klout.com/home
http://www.socialmention.com/ http://tweetreach.com/
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Analyzing Social Media
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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
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Long Term Strategy Once some analysis has been done, its time
to revise your strategy for using social media more effectively.
Initial strategy will often not be the long term use.
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Next Steps Sign up for social sites and integrate them into
daily business. Watch newer social media sites, such as
Google+.
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Next Steps Keep an eye on traditional media sources, such as
CNN, to see newer trends.
