harnessing social media november 18, 2011. agenda 2 why social media? using social media twitter...
TRANSCRIPT
Harnessing Social Media
November 18, 2011
Agenda
2
Why Social Media?
Using Social Media• Twitter• Facebook• LinkedIn
Using Social Media for Advocacy
Why social media?
3
What Can Social Media Do For You?
4
• Build influence. Social media channels provide vehicles for sharing thoughts, opinions and unique points of view while establishing authority over particular topics or issues.
• Facilitate connection. Create direct access and engagement with your constituents, partners and legislative targets. If they know you, feel a connection with you, and view you as a trusted resource, they will be inclined to work with or vote for you.
• Shape opinion. Be the one to drive conversation on important issues. Social media conversations inform, educate and serve as tools from which people form their perspective on particular topics, so ensure your position is represented.
• Broaden presence. Social media is often a first resource people turn to for information. Be where your constituents are looking. Social media allows you to be tied to industry keywords and found as a result of organic search.
Congress is doing it
55
90%Of Congressional staffers are active online
65%Access social networking sites
60%Of staffers prefer to use online resources when
preparing a member to vote
3%Of emails to Congressional staffers are opened
64%Consider Facebook to be a somewhat or
very important tool for understanding constituents’ views and opinions
74%Feel Facebook is somewhat or very important in
disseminating their members’ views to constituents
72%Of congressional staffers believe social media is directly responsible for helping their bosses reach constituents
they had never communicated with before
Your Constituents Are Doing ItAnd, they’re getting their news there, too
6
Using Social Media
7
It’s where the conversations are happening in real time.Join the discussion.
8
Twitter Engagement Should Be Compelling
9
Bring something new. Share a unique perspective or start a conversation.
Use the news. Provide commentary, thoughts and insight. Include links to articles.
Share yourself. Inject humanity and personalityinto your tweets. Take a position.
Ask questions. Invite people to tell you what they think.
Start a good-natured argument. Challenge popular opinion or individual tweeters.
Some Twitter Tips And Tricks
10
Tune into Twitter for news as it breaks
Add punctuation before @handle if beginning the tweet with a handle
Going to an event or conference? Check for a hashtag before you go Keep tweets shorter than the 140 characters
to promote retweets
Tweet at reporters to build source relationships
Tweet links to articles; include your thoughts and commentary
Get Involved in the Conversations
11
Find other influencers involved in the
conversation to follow or engage with
Use the hashtag in your own tweets to be
a part of the discussion
A hashtag allows all tweets around the
particular topic to be grouped together
Follow a hashtag to see what’s being said by anyone talking
about the issue. Create a hashtag for important conversations.
10 Things to Know About the Hashtag
12
Generating Followers
13
Take advantage of conversation chains. Use hashtags to join topic threads.
Retweet. Add your own insight or reaction to Tweets from those you admire, agree with or oppose.
Reply. Go public in a way that develops a dialogue and attracts other people’s attention.
Cite. Be sure to use shortlinks and include a reporter or blogger’s Twitter handle.
Provide reciprocity. Follow people.
Systematically Building Your Twitter Following
14
Phase I Phase II Phase III Phase IV
We recommend gradually building the list of individuals that you follow in order to avoid over-promotion and uncontrolled growth
Personal Connections and Established Relationships
Tier II & III Industry Advocates
Reputable Sources of Industry Information
Industry Influencers
Finding People To Follow
15
Third party applications like Follower Wonk and WeFollow exceed Twitter’s current capabilities and enable you to search through the bios of individuals for suitable people to
follow.
http://followerwonk.com/ http://wefollow.com/
Lists
16
An aggregation of what
members of the list are saying
The newest members of the list. Peers or other
influencers to follow and with whom to engage
Other lists curated by this list’s curator.
Likely also relevant to
follow
Following a list allows you to automatically follow all members
of the list
Getting Listed
17
Find a list:Search for someone with similar characteristics
See where he/she is listed
Get on the list:Follow the list for reciprocity
Who curates the list?
Tweet @ the curator
Mention the list in the tweet to promote goodwill, as it will raise exposure for the list with your followers
Managing Tweets With Twitter Clients
18
Try This: Tweetdeck
19
A desktop application for Mac and Windows that makes sorting Twitter content easy.
http://www.tweetdeck.com/
• Dashboard of @replies, direct messages, searches for keywords or hashtags, and users
• View multiple accounts
• Schedule tweets
• Post content directly to Twitter and Facebook
• Access built-in URL shortener
• Upload photos
Measuring Your Effectiveness on Twitter
20
Shorten links and measure click-throughs
http://tweetreach.com/ http://www.peerindex.com/
https://bitly.com/
http://klout.com/home
Measure reach, influence and engagement of your
tweets:
Measure influence by topic:
Measure influence by topic:
It’s where people are gathering.Meet them there.
21
What To Do With A Facebook Page
22
Demonstrate influence by
highlighting a top photo op
Promote partnerships and memberships
Point eyes to media placements
Post updates that will appear in
followers’ news feeds
Engage In Spirited ConversationListen to constituents, generate important discussions
23
Ask a question with the “Questions” button to create instant polls
Post a question on your wall to allow constituents to provide feedback
Promote EventsDrive attendance at campaign happenings, town halls, fundraisers, etc.
24
It’s where people are networking.Mingle with them to promote yourself and your
opinions.
25
LinkedIn: Some Key Facts
26
More than 120 million members A new member joins approximately every second
Members cover key demographics• Fortune 500 executives• Local activists• Legislative staffers• Professional networkers who rank high in social network
influence
Impact search resultsLinkedIn profiles are often the first or among the first search engine result returned for people
Dissecting A LinkedIn Page
27
Dissecting A LinkedIn PageThe bottom half
28
Connections
Similar people
Using Your LinkedIn Page
29
Post updates similar to
Twitter posts. Include links to
articles and websites with
commentary. If linked with
Twitter, choose to share there.
Keep up with what your network is
doing
Find other people you may know
LinkedIn Groups
30
Close to 90,000 topical discussion groupsMembers post questions, topics for group reaction
All members can post and engage with other members
Membership often moderated by group leaders“Private” discussions within the group
Find a group:
Select “Groups” and start typing topic; dropdown will pull up some
quick options
Click here for more options
A LinkedIn Group
31
Posts can reach 2700+ members
What LinkedIn Can Do For You
32
Get found in searches Listen to what people are saying about issues that are important to them
Follow what key staffers are up to
Research targets, including the connections you have to them
Using Social Media for Advocacy
33
Communicating to Decision Makers Surround and engage directly to become a source of their information
34
Legislators, Regulators, and other Washington Elite
1. Identify and understand targets’ social media footprints and engage them where they are.
2. Create interesting dialogue, espouse positions, attract and engage legislative and regulatory staffers and other thought leaders in organic discussion on targets’ own turf.
Your Advocate Toolkit
Identify Targets
35
Tools like TweetCongress can help identify federal legislative targets online
http://tweetcongress.org/
Engage Decision-Makers Directly
36
Raise Awareness For An IssueGenerate support, combat misperceptions and opposition
37
Tweet links to supportive statements made by third parties
Respond to opposition statements
Use Facebook polls to demonstrate support for your positions
Comment on articles to
engage directly with reporters and address
claims made in the article
Harnessing Social Media
November 18, 2011