Lets Get Local: Using Social Media in State and Local Campaigns
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This document discusses a presentation titled "Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders". The presentation provides tips on how social media can be used to influence state and local leaders, including understanding how they use social media, creating a sense of broad support, getting their position on record, utilizing allies, thinking tactically, and emphasizing personal relationships. It also examines the unique challenges of using social media at the state and local levels, such as limited time and resources and the large volume of constituent feedback.
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Lets Get Local: Using Social Media in State and Local Campaigns
- 1. Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders #12NTCLGL Ted Fickes Karen Middleton Jacob Smith
- 2. Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad! or Online at www.nten.org/ntc/eval
- 3. Who We Are (we hope) Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 2
- 4. Who We Are (the public thinks) Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 3
- 5. Who Are You?Campaigning to save the world (or piece of it) Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 4
- 6. Organizing 101 Social media is essentially organizing: building and engaging networks. Social media is one strategy of many. Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 5
- 7. Organizing: Create strong networks Word of mouth Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 6
- 8. Organize networks to create political space Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 7
- 9. How local elected officials use social media Share Information Ask for information Ask for feedback Induce specific actions Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 8
- 10. State and Local Targets The unique issues of social media at state and local level : TIME & RESOURCES C Coffee shop: the office of many local officials Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 9
- 11. State and Local Targets The unique issues of social media at state and local level : THEY DON’T GET IT Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 10
- 12. State and Local Targets The unique issues of social media at state and local level : Hearing from lots of people Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 11
- 13. State and Local Targets The unique issues of social media at state and local level : Huge docket Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 12
- 14. Social media goes all state and local Activity and authenticity. Engage. Still the exception. Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 13
- 15. State and Local Targets Even the ones doing it are not getting big audiences Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 14
- 16. State and Local Targets Normal is pretty unimpressive Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 15
- 17. Social media goes all state and local Examples of campaigns to influence local officials Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 16
- 18. Social media goes all state and local Examples of campaigns to influence local officials - what you shared Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 17
- 19. The Tips Who influences your target and how? Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 18
- 20. The Tips Understand how the leader uses social media Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 19
- 21. The Tips Create sense of broad support – Power isn’t the same as numbers Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 20
- 22. The Tips Get their position on record – share it Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 21
- 23. The Tips Use your allies Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 22
- 24. The Tips Think tactically Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 23
- 25. One last bit: It’s all about people Leaders care about people and relationships Let's Get Local: Insider Secrets on How Social Media is Used by State and Local Leaders Slide 24
Notas do Editor
- TED
- TED
- Karen MiddletonJacob SmithTed Fickes
- Clowns but friendly clowns because we’re local and even your friends, family and neighbors
- Questions: how many work specifically with state organizations and/or state campaigns/targets? Local – city/county? Are any of you elected officials or working in/at state/local government?
- Bonus points for anyone who knows who this is!Building campaigns that influence decision makers to make specific decisions – social media helps build the networks that make this possible. How do you influence people to make decisions. Organizing is much more tangible at local levelSaul Alinsky, 1966 http://www.chicagomag.com/Chicago-Magazine/April-2011/The-End-of-Community-Organizing-in-Chicago/
- V word = Viral : local communities a hotbed for word of mouth as friends/neighbors talk to one another. People have more in common with their friends/family when it comes to local/state issues. More familiarity. Word of mouth to spread buzz and identify people. How do you get/empower people to spread the word (engagement ladder, identify key people/influencers/evangelists/tap networks/local press and bloggers)
- A lot of advocates think of the advocacy process like this: help get elected => => => give direction => => => celebrate success BUT … what actually happens … DIFFERENT WAY OF LOOKING AT ADVOCACY: creating spacePolitical space: make room for people to act – take a load off of the individuals (elected legislators, city/state bureaucrats) and open up the discussion
- Need to understand how elected officials use social media at the state and local level.
- CHALLENGE #1: limited resources – For most local mayors and officials, the coffee shop is an office. A testament to lack of resources. But state and local officials are also much more accessible.
- CHALLENGE #2: don’t really understand social mediaAnd they don’t have time to figure it out. Don’t have people to help them. It’s not lack of interest that holds local/state electeds back so much as time to figure it out. It seems complicated.
- CHALLENGE #3: fire hose …. Incoming constituent communications
- CHALLENGE #4: the other fire hose … issuesThe legislator or local official is dealing with LOTS of different issues.
- Where does that leave us?When we think of social media and local electeds, we may think about people like Cory Booker.BUT he’s the outlier.
- THIS is much more typical – People leading mid-sized and large cities that have small followings
- Betty Bode – City Council in a city of 80k AND running for county commission but only has 176 friendsTHIS is much more common.END the challenges of local electeds section – are you an elected? Work with them? What are some other challenges faced?
- Let’s talk about examples of local campaigns to influence local elected officials.One Example: Marin County …. locals using social media have helped propel this issue into the international news
- Cover two or three examples from the audience. Look at #12NTCLGL
- TIP #1: Know the decision-makers you are focused on: who influences them and in what waysWho is the number one ally you have that knows them. Send them a love note.http://www.thebadchemicals.com/?p=481
- TIP #2: Figure out how those decision-makers use social: which tools, do they interact themselves or someone else on their behalf, do they engage with comments, how do they deal with negative comments, etc.Don’t storm their wall if they don’t use Facebook much/listen, for example
- TIP #3: use a smart strategy to convey that there is broad support and strength (whether there is or not) doesn’t necessarily take a huge #
- TIP #4: Pick up the phone. Employ a strategy that takes into consideration their position. Record their position/work from it. http://www.biancaso.com/random/what-is-communication/
- TIP #5: ensure that key influencers relevant to that decision-maker express supportKnow your allies – get those people to give good/negative attention
- TIP #6: think tactically:· get high profile and influential people to post comments (and then be sure to get lots of other people to ‘like’/retweet/comment/tags/etc. to keep that initial comment visible)· if someone deletes negative feedback, post some and capture screenshots· etc.
- Direct pressure. Social networks are online only. There are times/places where offline action is needed. How do you move people from online to offline engagement? A lot of campaigns that nobody is paying attention to b/c they aren’t connect to a campaign. Photo: http://isviral.com/pictures/occupy-wrong-street/