Communicating With Social Media

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Published on July 2, 2012

Author: mdhandley

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Communicating with Voters Using Social Media: Communicating with Voters Using Social Media Presented by New Media Communication Advisors Michael Handley Winning Election Begins with Engagement In this Presentation, You’ll Learn…: In this Presentation, You’ll Learn… What is social media? Why social media, why now? How social media fits into your total community outreach and communication strategy? Who is your social media audience – which social media channel(s) best support your community outreach and communication strategy? When should you use social media to communicate with your audience? Where to get started (or re-started) and how to keep engagement going? 2 6/19/2012 New Media Communication Advisors What Is Social Media?: What Is Social Media? Social media is a combination of communication channels used to share content that is interesting enough for people to want to consume, then share and discuss it with friends: Posted text — status updates, tweets, blog articles, mobile text Documents, slides, news articles, polls Video and audio content Photos, images, cartoons 6/19/2012 New Media Communication Advisors 3 Social Media is an umbrella term that defines various web-based social interactions of people engaging in conversations using words, pictures, videos and audio . social media is about establishing a conversation Hi! What’s up? social media What Is Social Media?: What Is Social Media? Social media is NOT about technology! Social media is NOT a substitute for in-person social engagement! Social engagement for political organizing is about developing a relationship with voters and constituents through conversations about what’s most meaningful and important to them – Online and Offline! Your political constituents want engagement — two-way conversation with you — not just a monologue from you. Social media engagement should drive and support in-person social engagement and vise versa. 4 6/19/2012 New Media Communication Advisors Social Media Engagement In-Person Engagement Building the Base! What Is Social Media? A few common social media platforms? : What Is Social Media? A few common social media platforms? 6/19/2012 New Media Communication Advisors 5 15MM+ users 135MM+ users 51MM+ users 15MM+ users 62MM+ users 232MM+ monthly active users 20MM+ blogs 6MM+ users 800 MM+ monthly active users 230MM+ users 800MM+ monthly users visit site SETTING THE STAGE 900MM+ blogs 210MM+ blogs Your Own Website eMail What Is Social Media? Many more social media platforms! : What Is Social Media? Many more social media platforms! 6 6/19/2012 New Media Communication Advisors Why Social Media, Why Now?: Why Social Media, Why Now? Percent by age group who have a personal profile page on any Social Media Site. 6/19/2012 New Media Communication Advisors 7 Why Social Media, Why Now?: Why Social Media, Why Now? 6/19/2012 New Media Communication Advisors 8 Social media is no longer a novelty; it’s necessary. Dem base voters are on social media and expect us to be there, too. It’s the best way to influence and communicate with voters, garner supporters, volunteers, activists and donations. Percent by age group who have a personal profile page on: Why Social Media, Why Now?: Why Social Media, Why Now? Most highly valued political campaign practices are live phone call and door to door canvassing by candidate, activists and pct chairs. Because they engage voters in a personal conversation. Because they establish a personal relationship. Recruiting enough knowledgeable paid or volunteer campaign workers to canvass enough voters to win election is difficult. Candidates, precinct chairs and activists do not have time to regularly converse with one voter at a time – in-person. Canvassing has become just a single GOTV conversation per election cycle. Using social media, we can have ongoing conversations with many people at a time – Facebook and Twitter. 9 6/19/2012 New Media Communication Advisors Why Social Media, Why Now?: Why Social Media, Why Now? 6/19/2012 New Media Communication Advisors 10 CellPhone-Only –> Smart Mobile Web Device 32.5 % of all Texas households were cell-only in mid 2010. Metro areas often have even higher cell-only adoption rates than the state as a whole: Dallas County: Cell Only/Mostly = 61.9% Harris County: Cell Only/Mostly = 54.5% El Paso County: Cell Only/Mostly = 47.6% Bexar County: Cell Only/Mostly = 46.8% Why Social Media, Why Now?: Why Social Media, Why Now? 6/19/2012 New Media Communication Advisors 11 60 years ago the Supreme Court declared that "the widest possible dissemination of information from diverse and antagonistic sources is essential to the welfare of the public, that a free press is essential to the condition of a free society .” In 1910, 60 % of cities had competing daily papers. Two-thirds of independent newspapers disappeared in the last 35 yrs. More than half of the 1,400 daily newspapers publishing today could be gone by 2020 . Who will inform the voters? Why Social Media, Why Now?: Why Social Media, Why Now? 6/19/2012 New Media Communication Advisors 12 73% of adult internet users (representing 54% of all U.S. adults) went online to get news or information about the 2010 midterm elections, or to get involved in a campaign. 53% of adult internet users watched political videos, shared election-related content or "fact checked" political claims during 2010 Build A Relationship With The Democratic Base Using Social Media: Build A Relationship With The Democratic Base Using Social Media 13 6/19/2012 New Media Communication Advisors Gilberto Hinojosa ~ “Our challenge to make the Democratic Party the majority Party in Texas will not be easy. It will require pioneering and bold strategies - strategies that will clearly and correctly distinguish our Party from the other. Strategies which will define our Party, and what it stands for, in a way that mirrors the hopes, dreams and ambitions of families in Texas who desperately need for us to succeed. These strategies must primarily focus on achieving a majority by ensuring that, before anything else, the full potential of the Democratic Base is achieved. ” Social Media Engagement In-Person Engagement Building the Base! Social Media Is Just One Piece of the Puzzle: Social Media Is Just One Piece of the Puzzle It’s just part of your overall outreach and communication strategy. It drives and supports your overall Democratic Base Building Strategy 6/19/2012 New Media Communication Advisors 14 Social Media Pitfalls: Social Media Pitfalls Rush to social media without first defining your overall community outreach and communication strategy. Failure to define your target audiences and how social media will support/drive your plan reach and mobilize those audiences. Lack of content plan / guidelines. Failing to engage audiences in ways that develop a relationship. Lack of objectives and measurement. No plan to grow your social network - limited reach. 6/19/2012 New Media Communication Advisors 15 Social Media Strategy: Roadmap for Success: Social Media Strategy: Roadmap for Success Audience(s) - key demographic groups (tactics to engage them) Media team and production resources Key partners in community Select and plan for Social Media Sites, networks and groups Content guidelines – producer/editorial control and oversight Operational plan for create, posting and broadcasting content Marketing plan to promote and build your social network(s) Objectives and Metrics for measuring success Tools (tracking, monitoring, reporting) Methodology for translating activity into ROE 6/19/2012 New Media Communication Advisors 16 10 Constituent Rules of Engagement: 10 Constituent Rules of Engagement Rules you should know… 17 6/19/2012 New Media Communication Advisors 10 Basics of Constituent Engagement with Social Media: 10 Basics of Constituent Engagement with Social Media Do your research . Know what issues your constituents care about and post relevant content and responses to them. Remember, you want to invite and nurture a two-way conversation. Be willing to answer questions, even hard ones, and be involved in an honest dialogue — even when challenged. Be transparent, credible, authentic. Constituents spot fakes quickly and faking is worse than not trying at all. Remember, social media is a natural extension of you, the party organization, the candidate and the legislator, and the issues and causes you all champion on behalf of your constituents. It’s about your constituents , not you . 18 6/19/2012 New Media Communication Advisors 10 Basics of Constituent Engagement with Social Media: 10 Basics of Constituent Engagement with Social Media Remember what you say anywhere on social media may be shared everywhere on social media. And nothing on the Internet dies. You must dedicate resources appropriately to social media engagement - meaning a Communications Director following a messaging strategy to supervise social media communications staff, volunteers, or interns. Update your network of social sites regularly with fresh, new content. Regularly respond to constituents and supporters. Don’t allow someone who doesn’t know what they’re doing (or saying) to do it for you. Constantly monitor social site traffic statistics and comments Have a plan on what and when to post in order to capture and engage the audience that will benefit your campaign/organization. Know your message and stay on message. 19 6/19/2012 New Media Communication Advisors Engaging your Constituents : Engaging your Constituents Getting started on social media and keeping the engagement going. 20 6/19/2012 New Media Communication Advisors Prepare & Integrate: Prepare & Integrate Make sure you do your demographic research. It’s best to integrate social media strategy into your overall messaging and media plan. You need to know what social media platforms your constituents and supporters use most frequently and commit resources there. Know how you’ll integrate social media into your overall messaging strategy; it should, for example, overlap with your email messaging and be part of your overall messaging strategy. Combine social media with offline networking (like tweetups or Facebook , Meetup , or LinkedIn events, and “town hall” meetings) to build relationships. The social media program drives the campaign and the campaign drives the social media program. 21 6/19/2012 New Media Communication Advisors Cover All Social Media Bases: Cover All Social Media Bases Are there other social media platforms you need to be on like Pinterest , Viddy , Flickr , Foursquare, Instagram or Blog Talk Radio? Are your constituents on ethnic, lifestyle, values or gender specific platforms, too? Are they on forums or listservs ? Only robust research into your messaging needs will tell you that. 22 6/19/2012 New Media Communication Advisors Develop a Social Media Strategy for Each Platform You Use: Develop a Social Media Strategy for Each Platform You Use They’re all different and require a different but integrated strategy. This is where you decide whether you’ll continue to do social media yourself or hire a new media consultant /strategist and/or new media communications director. Don’t use an inexperienced intern or volunteer. They won’t know the issue messaging and social media strategies you need to use to be successful, and they may not understand constituent relationship management. How you use each platform should be determined by the social media strategy you developed as part of your overall messaging plan. 23 6/19/2012 New Media Communication Advisors Develop a Social Media Strategy for Each Platform You Use: Develop a Social Media Strategy for Each Platform You Use Develop a social media plan for each social media platform that incorporates each social media network as seamlessly as possible into your overall strategy. Know the language and methods of use and sharing for each platform. You’ll need to know how to build a fan base and find friends on Facebook , get subscribers on YouTube, find followers on Twitter, make connections and join the right groups on LinkedIn. You may use Web and/or Facebook Ads to help people find your sites/pages/feeds. Again, make sure you integrate the social media platforms with one another and your social media into your overall messaging strategy. Your social media communications team lead(s) must coordinate with your traditional media team lead(s) -- one person should not lead both communications efforts. 24 6/19/2012 New Media Communication Advisors After developing (or revising) your social media strategy: After developing (or revising) your social media strategy You create your first or revamp your current social media accounts. You find appropriate friends, fans, connections, subscribers and followers among your constituents and supporters. Begin sharing content and engaging in discussions with them online. To show genuine interest in constituent and supporter engagement, on social media, ask, ask, ask people to connect with you on social. You build your network via email, your website, web ads, at events, during interviews and speeches, handouts, push cards, yard signs, t-shirts, and in all other messaging campaigns and vehicles both online and offline, including print and broadcast media. 25 6/19/2012 New Media Communication Advisors After developing (or revising) your social media strategy: After developing (or revising) your social media strategy You conduct ongoing demographic and legislative research using social media tools like surveys, polls and discussions to find out what your constituents want, need or are thinking. You share appropriate personal and business information about yourself to humanize yourself. Let your constituents and supporters get to know you . You post constant requests for involvement—ask constituents and supporters to volunteer, join, help, participate, share and comment. Keep your website current, fresh and interactive so your constituents will keep going back and keep engaging with you online and on social media. 26 6/19/2012 New Media Communication Advisors Get Started (or re-started) yesterday but do so strategically : Get Started (or re-started) yesterday but do so strategically Rushing into social media can do more harm than good. Once you start conducting social media activities, you must continue them regularly and do them right. Failing to do so can ruin your engagement strategy, lowering support. Not understanding with whom you’re trying to engage and how to effectively engage them is a turn off to social media savvy constituents and supporters. We already know saying or doing the wrong thing on social media can ruin your reputation. What happens on social media stays on social media— forever . (Think Rep. Anthony Weiner (D-NY).) But, be as aware of what others are saying about you as what you say on social media. 27 6/19/2012 New Media Communication Advisors Get Started (or re-started) yesterday but do so strategically : Get Started (or re-started) yesterday but do so strategically We know damaging your reputation or having it damaged by someone else on social media is more costly than offline...except if you do it on television. Actually, it’s close— really close. Learn what not to do on social media by researching “social media blunders” and try to avoid them. Make sure your media messaging strategist is involved in your social media activities. If your media strategist isn’t a social media expert, either hire one who is or hire a separate social media strategist. Commit the necessary time and resources to a strong social media strategy for social media success. 28 6/19/2012 New Media Communication Advisors Monitor & Measure Effectiveness: Monitor & Measure Effectiveness Set up Google Alerts to learn what people and the media are saying about you online. At a minimum, use Google analytics to track web traffic and tools like YouTube Insights, Hootsuite Analytics, Twitter Counter, Social Mention, LinkedIn statistics and Facebook Insights to monitor effectiveness on social media. (There are many others, too.) However, you need to understand those tools and how to use them in order to develop effective metrics and analyze data. The best measure of your success is the level of actual constituent engagement on your social media accounts and what your constituents and supporters (and the media) are saying online and off about you and your organization. 29 6/19/2012 New Media Communication Advisors Monitor & Measure Effectiveness: Monitor & Measure Effectiveness For example, shares and comments on Facebook (as well as ongoing discussions), retweets on Twitter and direct engagement and mentions anywhere on social media (positive, negative, neutral) are measurements you should care about. Monitoring allows you to shift, tweak or scrap strategies that are not working and increase activity that is. 30 6/19/2012 New Media Communication Advisors Think of Mobile as Social Media: Think of Mobile as Social Media Only 15-25 % of solicited political email messages are opened Older people use email – younger people use social media and texting Approximately 95 % of text messages are opened Mobile is an immediate method of communication with constituents Text Alerts Text-to-Data Text-to-Voice Text-to-Screen MMS and Video Smartphone Apps 6/19/2012 New Media Communication Advisors 31 Think of Mobile as Social Media: Think of Mobile as Social Media Approaches to mobile use: ‘Pull’ Messaging Strategies : your constituents contact you via mobile to request specific information; you respond with customized information and/or request for more voter I.D. info. ‘Push’ Messaging Strategies : you broadcast information via mobile to a distribution list of subscribers who give you permission to send them messages Benefits Effective communication channel, especially for ages 18-35 Collects mobile phone numbers with permission to use 3 million people voluntarily gave the Obama campaign their cellphone numbers in 2008 6/19/2012 New Media Communication Advisors 32 Think of Mobile as Social Media: Think of Mobile as Social Media 6/19/2012 New Media Communication Advisors 33 EDUCATION Short Code: 5 or 6 Digits Keyword: Corresponds to Campaign Use mobile SMS to message voters and solicit information Every online and offline campaign activity should ask voters to text a keyword to a short code. 62262 Education Welcome to Obama for America Mobile. Reply with your 5 digit ZIP for local education info. Msg & Data Rates May Apply. To end, text STOP 622-62 Reply could ask for email address, or other Text FOLLOW BARACKOBAMA to 40404 to receive campaign updates via Twitter to your mobile phone. http://www.usshortcodes.com/docs/SMS_for_Nonprofits.pdf At a minimum, you should consider:: At a minimum, you should consider: Your own website Facebook Twitter LinkedIn YouTube Don’t ignore mobile texting Which combination depends on your purpose for using social media, what kind of networking you will do on social media, the kind of content you or your campaign will share and what your overall messaging strategy is. 34 6/19/2012 New Media Communication Advisors Create Your Own Website On An ISP: Create Your Own Website On An ISP 6/19/2012 New Media Communication Advisors 35 http://www.webhostingfreereviews.com/ Email Accounts Content Mgmt System (CMS) WordPress Joomla Drupal Disk Space A Word About Websites: A Word About Websites You need a basic website to facilitate your social media (and overall messaging) strategy. It’s often the first place where many go to find out about you and where you are on social media. You can put content from social media on your website to drive people to your social media accounts. Use it to build lists for email campaigns. You can put more content on your website than you can on most social media platforms. Keep it up-to-date with recent content; know search engine content rules because they change. Make sure you link to it from your social media accounts. Make sure your websites are optimized for search engines to find keywords when people Google them. Consider paying for search results page ads and placement. 36 6/19/2012 New Media Communication Advisors A Final Word: A Final Word In politics, social media can be used as: A marketing tool. A conversation with constituents and supporters. A gauge of your civic responsibility. A ny or all of the above, depending on an organization or campaign’s political strategy or requirements. However, regardless of the social media tool used, the message (and its dissemination methods) remains the most critical part of any political messaging strategy. 37 6/19/2012 New Media Communication Advisors The Basics of Using Social Media : The Basics of Using Social Media And, now, the very basics of using Facebook , Twitter, YouTube and LinkedIn In other words, these tips are just the beginning. 38 6/19/2012 New Media Communication Advisors Facebook: Facebook Set up Facebook Profiles, Pages, Groups or Causes and make them social search (keyword) optimized. Share your legislative initiatives, your votes, key issues of concern in your district or in the state. Ask constituents to share their concerns, ideas, opinions and values then RESPOND; this is a discussion platform. Share personal (carefully!), business or political content or news and values. Conduct polls and rally supporters around particular causes. Announce appearances, specific legislative activities, town hall meetings or other events. Post podcasts, photos and videos (but don’t forget to give them captions or descriptions and tag people). 39 6/19/2012 New Media Communication Advisors Facebook (cont’d): Facebook (cont’d) Share internal content created by your organization and external content created by outside sources. Don’t just post content about yourself; post or allow posting of constituent or supporter content. Ask and answer questions (including hard ones that may get answers you don’t like), start discussions, respond to posts, deal with detractors. Give constituents and supporters ways to connect with you (invite to events, the State Capitol, call times, etc.). Let them know you’re available to hear their concerns. Be authentic and transparent. Be natural. Be approachable. Be relevant. 40 6/19/2012 New Media Communication Advisors Twitter: Twitter It’s a microblogging site that’s not much different to use than texting. In fact, you can tweet from your smart phone. You share information about yourself, your agenda with your constituents and information from them with followers in under 140 characters. Share links to valuable content. Find and follow constituents and supporters; share their tweets by “ retweeting ”. Retweeting encourages people to follow you and “ retweet ” your content. 41 6/19/2012 New Media Communication Advisors Twitter (cont’d): Twitter (cont’d) Find and follow members of the media and tweet press releases; develop relationships with news organizations and journalists. (Useful for publicity.) Share photos of your events and activities, videos you made about what you’re doing or of press interviews you got; audio recordings, including podcasts. Do tweetup events, live tweeting of town halls or tweet meets town halls to connect with constituents and supporters. Remember that twitter is about conversations , not just pushing your own content, initiatives, ideas or opinions. 42 6/19/2012 New Media Communication Advisors YouTube: YouTube Share pre-recorded videos and conduct live events. Create and upload messages in response to other legislators’, state officials’ or the governor’s speeches or announcements. Share segments of sessions where you’ve introduced legislation, have presented (or have been presented), commendations, awards, proclamations, made important announcements, etc. Share content made by or for supporting or opposing legislators and respond to detractors, media reports. 43 6/19/2012 New Media Communication Advisors YouTube (cont’d): YouTube (cont’d) Share constituent and supporter videos of outside events created by them, media or your staff. Make use of the “Favorites” and “Playlist” features to collect and share other users’ videos on your channel. Link your Facebook and Twitter accounts to your YouTube Channel to share content across platforms. Share video content directly from YouTube in emails and on your website. Keep adding fresh content to your YouTube Channel; add new content at least several times a month. New content doesn’t always mean your own but it should be yours most of the time. 44 6/19/2012 New Media Communication Advisors LinkedIn: LinkedIn LinkedIn is primarily for business networking and many small business owners and nonprofits use it. Perceived by some as more ‘professional’ than Facebook so more comfortable for these constituents and supporters to use. Most of you are entrepreneurs who understand their issues so connect with those constituents and supporters here. Join groups that your constituents and supporters are members of to monitor their interests, concerns, opinions and values. Do research by using “Answers” or posting questions to groups to ask specific questions about small business and nonprofit issues, social concerns, political issues, etc. 45 6/19/2012 New Media Communication Advisors LinkedIn (cont’d): LinkedIn (cont’d) Post your own blog articles (if you blog for business) and other content created by you. Use for your business activities not just legislative affairs as a way for constituents and supporters to learn about you, professionally. Create a profile with a full work/business history, start a Company page, follow other professionals, experts, strategists and legislators. Build your credibility by learning and leveraging the platform’s features. 46 6/19/2012 New Media Communication Advisors Communicating with Voters Using Social Media: Communicating with Voters Using Social Media Presented by New Media Communication Advisors Michael Handley and Linda Magid Winning Election Begins with Engagement

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