Next Level Social Advocacy

8/13/2019 Next Level Social Advocacy

1/22

Next Level Social Advocacy

Alan Rosenblatt, Ph.D.

[email protected]

Twitter: @DrDigipol &@TakeActionNews, @IARoundtable

YouTube.com/TakeActionNewsTV

8/13/2019 Next Level Social Advocacy

2/22

Pyramid of Social Media Strategy

Targeted

Engagement

Authenticity

Integration

with entireorganization

Quality

Content

8/13/2019 Next Level Social Advocacy

3/22

Anatomy of a TweetEx. Targeting a Senator

.@ChuckGrassleyread our report on repealing #DADT(http://bit.ly/dadt)& vote FOR Defense Auth Bill. FYI@desmoinesdem @OneIowa #IA #p2

140 characters is plenty

9-second soundbyte

Syllogisms Links to more content (blog post, video, image) Haikus

3 ways to make a link in Twitter

@mention, #Hashtag, URL Example: targeting a Member of Congress

Trackable link to measure click throughs Use key audience hashtags Alert watchdogs on Twitter

8/13/2019 Next Level Social Advocacy

4/22

Anatomy of a Facebook Post

Compelling lead sentence

Include a stand alone image orvideo

End with a question or call to

action

8/13/2019 Next Level Social Advocacy

5/22

8/13/2019 Next Level Social Advocacy

6/22

8/13/2019 Next Level Social Advocacy

7/22

Activists & Concerned Citizens

InfluencersKey Influencers

Target Your Audiences, yes Audiences

8/13/2019 Next Level Social Advocacy

8/22

Find influencers to follow

Directories Directories of influential tweeters

TweetProgress.us- Progressives

WeFollow.comKeyword & location

Tweetbe.atKeywords TwitterStates.comLocation

Listorious.comTwitter Lists

Use directories to search for people to

follow

Register on the directories so peoplefind you

8/13/2019 Next Level Social Advocacy

9/22

8/13/2019 Next Level Social Advocacy

10/22

Find influencers to follow

Twitter Search

Search keyword/hashtag

Click Refine Search

Refine search terms

Add hashtags to parameters Search by location

Search by sentiment

8/13/2019 Next Level Social Advocacy

11/22

Find influencers to follow

Drilling down on Twitter

Find an issue expert

Follow who they follow

Follow their followers

Follow their lists

8/13/2019 Next Level Social Advocacy

12/22

Get followers/fans,

then deepen your connection

1. ConnectFollow/Like people you want following

you

2. EngageReply/Comment to people you want

following you

3. RecommendRetweet/#FF/Share/Like followers

you want

4. RepeatRepeat steps 2 & 3 after they follow youback to deepen your connection.

5. Remember, it is about exchanging VALUE

8/13/2019 Next Level Social Advocacy

13/22

Clean your listUnfollow dead weight

Twitter limits

Until you have 2,000 followers, you can only follow2,000

Beyond that, you can follow 10% more than followyou

Purge followers to maintain room to grow

People who dont follow you back (unless they are

interesting) People who never retweet others

People who SPAM, shills, etc.

8/13/2019 Next Level Social Advocacy

14/22

Twitter Townhalls

Just like an offline event, except onTwitter

Possible Panel:

@Moderator

@PolicyExpert

@PolicyMaker

Format

Panel discussion: 20-30 min

Audience Q&A: 20-30 min

RT question, then answer w/out@Reply

Use an event hashtag Promote in advance

Collect audience Qs in advance

Allows easy data collection

8/13/2019 Next Level Social Advocacy

15/22

Facebook

Townhall

8/13/2019 Next Level Social Advocacy

16/22

Pinterest Auction

8/13/2019 Next Level Social Advocacy

17/22

Denial of Hashtag

Take back the conversation onTwitter

#Stimulus

#3yearsNoBudget

#Obamacare

Identify & mobilize against right-

wing hashtag campaigns

Use email, our hashtags & otherchannels to mobilize yournetworks

#p2

#ctl (#connecttheleft) Issue specific hashtags

8/13/2019 Next Level Social Advocacy

18/22

RelativelyInexpensive

HighlyTargeted

Stealth

Facebook Ads

Source

UntraceableCall to Action

8/13/2019 Next Level Social Advocacy

19/22

Facebook Pages Outreach

Your Page

Other targeted pages

Toggle to use Facebook as your page

Post your message on affinity pages

Vary the text of your posts to avoid being suspended for SPAM

8/13/2019 Next Level Social Advocacy

20/22

Custom Avatars/Twibbons

8/13/2019 Next Level Social Advocacy

21/22

Optimize Blog Posts for Social Media

Make sure your blog postswork well on social media Include sharing tools for posting

to Twitter, Facebook, (G+,

Pinterest), etc.

Optimize title

Compelling Short enough for a tweet

Optimize 1stparagraph

Facebook pulls the 1st

three lines

Make them count

8/13/2019 Next Level Social Advocacy

22/22

Next Level Social Advocacy

Alan Rosenblatt, Ph.D.

[email protected]

Twitter: @DrDigipol &@TakeActionNews, @IARoundtable

YouTube.com/TakeActionNewsTV