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Social Media Advocacy

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Caleb Levell

on 29 October 2012

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Transcript of Social Media Advocacy

Social Media Advocacy: What happens when people are given the tools to do things together? About me I have a dog named Ellie. I can jump this high. I designed my own major. Social Media
Ecology Media are not just tools.
Media are environments that shape our conversation.
Our conversations dictate who can say what, when, why, where, etc. The Milkshake Mistake 101 Amusing Ourselves to Death
Conversations are controlled by the few
Programs designed for the masses
Programs are always entertaining
TV conversations create our culture
A culture that is "irrelevant" and "impotent" "What steps do you plan to take to reduce the conflict in the Middle East? Or the rates of inflation, crime and unemployment? What are your plans for preserving the environment or reducing the risk of nuclear war?" You plan to do nothing. -Postman, 1984 Amit Gupta
Needs You Tweet & Swab Personal ask on Tumblr Retweets Time Awesomeness
(Awareness) Bloggers Organizing Outcomes (as of 10/18/11) 687 sign-ups online and at college events
4,236 mentions,
total reach of over 13,258,947 people on twitter
7,300 shares on Tumblr Why is it working? Stay focused; Develop one goal
Tell your story
Design for collaboration
Employ empowerment marketing
Measure one goal
Don't ask for help, require it (urgency) The Internet social media
steps of engagement Grab attention Engage Establish Community Take Action Case Studies Whatever it takes. Blog Tweet Share Petition YouTube Communicating
with Congress How the Internet has changed
citizen engagement Delivery Method Advocacy Campaigns
"Us vs. Them" Social Media 92% who had contacted Congress had visited a member’s website.

43% who had contacted Congress used online methods

87% of staffers thought email and the Internet have made it easier for constituents to become involved in public policy.

57% of staffers felt email and the Internet have made Senators and Representatives more accountable

41% thought email and the Internet have increased citizens' understanding of what goes on in Washington. Internet users found information from interest groups to be more credible than information from Congress

73% of those who had contacted Congress agreed (34% strongly agreed) that advocacy campaigns are good for democracy, while 35% of congressional staff agreed that advocacy campaigns are good for democracy (25% disagreed).

Even 49% who had not contacted Congress agreed with this advocacy group value

53% of staffers surveyed agreed that most advocacy campaigns of identical form messages are sent without constituents' knowledge or approval.

Organizers of grassroots advocacy campaigns should identify opportunities for positive communications and relationship-building both to accomplish their goals and to help strengthen democracy 90% of staff agreed (more than 60% strongly agreed) that responding to constituent communications is a high priority in their offices.

Nearly identical percentages of staffers said postal mail (90%) and email (88%) would influence an undecided Member of Congress. Nearly two-thirds (64%) of the senior managers and social media managers surveyed think Facebook is a somewhat or very important tool for understanding constituents' views and opinions; 42% for Twitter; and 34% for YouTube

55% of staffers feel social media offers their offices more benefits than risks, 14% disagree.

72% believe that social media allows their Members to reach people they had previously not communicated with.

88% of the staffers from early-adopter offices feel that social media is enabling their offices to reach people they were not reaching before, compared to 54% of late-adopters who agree with that statement

one-third of the staffers surveyed feel their offices spend too little time on online town hall meetings, posting videos, their official website, and their official blog. Democrats were more likely than Republicans to say their offices do not spend enough time on online communications. Sustained collaboration over a shared idea
Vibrant community = meaningful social object + size + strength (interactions)
Think: What makes a great party? reframe the familiar
trigger the senses (music, photos, videos) share stories
be authentic Enlist and enable
Open Grab Attention Engage Establish Community & Take Action @HardlyNormal Mark uses YouTube and Twitter to tell the story of homeless people in America.

He created a training program that teaches homeless people to use social media tools to tell their own story. Hurricane Katrina Backlash

Used social media to correct misinformation, to be informed about public opinion, to track conversation trends, to identify influencers, and to build relationships Involvement through empowerment
5 Million supporters connected by 15 social media platforms showing support for "change" in real-time Meaningful social object: Barack Obama
Authentic: Facebook Profile with likes
Empowered People: 80% of donations were under $20
Targeted digital landscape
Clear call to action: Take online enthusiasm and make an offline vote Obama's Party Mistake 1: Focusing on the product, rather than on human desires.

Mistake 2: Assuming habits are rooted in tradition instead of accumulated accidents

Example: Television - Humans don't want to be non-social and passive.

Don't underestimate your advocates.
Offer the tools and community, and trust them. The primary source for learning and communicating with congress. Ushahidi.com 2007 Disputed Election in Kenya

As violence brokeout, mainstream media was ordered not to report on it

One political activist took to a blog and by anonymous emails and blog comments, she was able to map where violence occurred in real-time
Full transcript