Social Media Advocacy for Family Medicine Issues
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This presentation was given at the AAFP Family Medicine Congressional Conference on May 14, 2013. The goal of the presentation was to explain the effectiveness of social media in advocacy efforts.
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Social Media Advocacy for Family Medicine Issues
- 1. Social Media Advocacy Family Medicine Congressional Conference Washington, D.C. May 14, 2013 Kirk Ackerson, Social Media Manager Jessie Williams, Grassroots Advocacy Specialist
- 2. 2008 presidential campaign validated the use of social media as a powerful tool … • The 2008 Obama campaign is called the "gold standard“ in terms of political social media use. • President Obama showed that social media could be used not just for fundraising, but to win elections. • Social channels allow a politician to directly reach supporters without going through traditional news channels.
- 3. … and the social media “arms race” was launched!
- 4. To effectively use social media to advocate, you must understand how legislators use it. Legislative (drafting laws that govern our nation) Constituent (performing various services for their constituents) Every Member of Congress has two official roles:
- 5. Fundraising is the third “unofficial” role This is the daily schedule prescribed by the Democratic Congressional Campaign Committee to the incoming class of 2013: Social media is becoming a powerful tool in fundraising -- supplementing “call time.”
- 6. Members of Congress represent their constituents first and foremost • Senate and House of Representative offices feel a great deal of pressure to reply to all of their constituent communications. – This forces them to prioritize some messages over others – Non-constituent communication is forwarded to the appropriate Member of Congress as a courtesy
- 7. How do your elected officials make decisions? Constituent views What’s good for my district/stat e Knowledge of the subject Party ideology Expert input on the issue YOU – as experts and constituents – are their first source of information. This makes your voice vital!
- 8. Traditional methods of communicating to Members of Congress
- 9. Email alone has grown, while staff and budgets have remained pretty stagnant Add in social media messaging, and staffers feel overwhelmed.
- 10. The amount of social and digital content produced and consumed every minute is staggering 1.7 million Facebook POSTS 2.8 million YouTube VIEWS 275,000 TWEETS 200 million EMAILS 5.6 million TEXTS 2.1 million Google SEARCHES Source: Edelman 2013 Social Media Essentials, SOCI@L jumpstart; Photo by Herr Kaczmarek 200K Facebook pictures 7,610 LinkedIn SEARCHES 3,125 FLICKR PHOTO UPLOADS
- 12. Congressional staff works to control incoming communication • Methods such as web forms and captcha verification were implemented in order to filter out spam and all but constituent communications.
- 13. Constituent Management Services • To deal with vast amount of constituent communications – and filter out spam – staff implemented CMS/CSS systems (correspondence management system (House) / constituent services system (Senate). • CMS/CSS are good for creating a record of constituent communication, merging email, phone calls and letters. • These systems are NOT good for social media as constituent identity can’t be determined.
- 14. Example of a CMS
- 15. Diagram of how a typical email communication works Constituent visits the member’s Web site and fills out the comment form Congressional or Senate staff receive and compile all messages in a CMS/CSS The Legislative Correspondent drafts a response The Member of Congress approves, and the response is sent to the constituent The Legislative Assistant/Director and/or Chief of Staff review, edit and approve the draft
- 16. Members of Congress have adopted social media • In fact, setting up Twitter and Facebook accounts was one of the first official actions for many new members of the 113th Congress.
- 17. Members of Congress have adopted social media
- 18. Social media use varies widely among elected leaders Facebook, Twitter and YouTube are the most commonly used channels. Senator Claire McCaskill (D-MO) Senator Thad Cochran (R-MS)
- 19. How are these channels used? Media-focusedConstituent-focused • Connect with constituents • Inform constituents of what each elected member is doing • Promote district events, partnerships and activities such as town-hall meetings • Monitor feedback and issue trends • Real-time messaging • Stake out their positions on issues • Quickly respond to policy proposals and criticism with links to facts and figures • Sidestep mainstream media reporting • Media outreach
- 20. How do Members of Congress use Facebook? Connect PromoteInform Almost two-thirds of congressional offices believe Facebook is an important tool for understanding constituents’ opinions. “It’s great for me to go on Facebook right now, go to my page and see what people are saying,” Rep. Cathy McMorris Rogers (R-WA) told CMF. “We’ll post something and get feedback immediately from the people that I represent.” Source: Congressional Management Foundation (CMF).
- 21. How should you use Facebook to advocate? 1. Find and “like” your member’s Facebook page 2. Comment on member posts 3. Engage in discussion with your fellow constituents 4. Be specific by identifying the bill number or issue 5. Share news on your profile – your friends may be interested too! 6. Be respectful
- 22. Sources: CBS News, The New York Times How do Members of Congress use Twitter? At a rally in North Carolina, the President tells the crowd he is open to “any serious idea” Republicans offer on jobs. Brad Dayspring, Majority Leader Eric Cantor’s former communications director, quickly tweets… Obama says he’s open to any “serious #GOP idea. Here are 15 jobs bills stalled in the Senate to get him started <LINK>
- 23. How should you use Twitter to advocate? 1.Be specific 2.Add a relevant hashtag 3.Mention key influencers that agree with you 4.COORDINATE YOUR ACTIONS The power of grassroots advocacy is to demonstrate strength in the collective voice of our members – Twitter is made for this!
- 24. Anatomy of a tweet targeting a Senator Bad: .@ChuckGrassley Is this true? <LINK> Good: .@ChuckGrassley Support physicians, repeal #SGR by supporting Schwartz/Heck Bill HR 574 FYI @drmikesevilla #AAFP – Publicly targets the Senator – Pushed to hashtag audiences • Issue specific (#SGR) • Affiliation group (#AAFP) –3rd Party influencers • Health care blogger (@drmikesevilla)
- 25. Social media is currently not viewed as influential as other traditional methods of communications • Why? Members can’t tell whether comments are made by constituents. • Legislators don’t have the staff to monitor, process and respond to social media posts across platforms. • Members currently use social media to communicate and shape their message and public opinion – not to engage with constituents. • To prompt a response and get noticed, you have to intrude upon their message or have a message they think benefits them, which they will then share.
- 26. Social media is becoming more of a priority for outreach to Members of Congress • Social media use by members is still evolving. • There are no current best practices or guidelines to help them. • Fear of current senate and house rules that could potentially apply to social media use generates confusion, unease and an unwillingness to engage with constituents using social media. • As tools to identify constituents using social media improve, more Members of Congress will use social media as an engagement rather than simply a broadcast medium.
- 27. How to stay educated, informed? • How does grassroots advocacy work? • Coordination with the AAFP is vital to success. Jessie Williams AAFP Grassroots Advocacy Specialist
Notas do Editor
- Since then, each party has sought to use social media to their advantage
- Constituent services may include helping with problems with Social Security payments, Medicare , veterans' pensions, grant applications, help with federal agencies, academy nominations, tours of the White House, State Dept. and Pentagon
- The amount of time that members of Congress in both parties spend fundraising takes up a large portion of a typical day. This includes "call time" spent on the phone with potential donors, or in person at fundraisers in Washington or back home. While social media use is growing as a tool for fundraising – it is kept separate as part of member campaigning, this presentation will focus on social media as part of member’s legislative and constituent roles.
- In fact, expert input rank highest, followed by constituent views. In terms of primary care, physicians represent both expert and constituent views which makes your voice vital. Personal contact with your legislator is the most effective influence on their positions. Meeting with them, providing information that supports your position on a bill, intermittent reminders by phone or in person – all of these are the most important advocacy activities you can do.
- Prior to email, it was postal mail or fax. Faxes are NOT preferred by congressional staffers as the faxed information must be logged into their constituent database and merged with other communications specific to that constituent. That represents a lot of time and effort when staffers are already over-burdened. Long distance calls used to be too expensive until the AT&T divestiture. Now phone calls have become more common, especially when time is off the essence.
- Congressional office staff sizes have not increased since 1979. House members are permitted 18 full-time and 4 part-time staff. Senate staffs are based on state size. Members can choose to allocate staff responsibilities as they sit fit.
- A CAPTCHA is a type of challenge-response test used to ensure that the response is generated by a human being
- CMS/CSS is the main option along with Tweetdeck and Hootsuite for social media monitoring.
- Notice how the staffer can quickly filter incoming messages?
- While individual reps may tweet, the main work falls to staff
- Understanding the channels your member uses is important In direct communications, it makes no sense to post a picture to Pinterest if your member doesn’t use the platform. Using the power of social media as a form of indirect communication, posting a picture on Pinterest, blogging, creating a video all serve to build awareness among your fellow supporters as well as attract the attention of the media. This groundswell WILL get your member’s attention.
- Congressional staff value social media far more for communicating representatives' views than for understanding those of constituents. It also allows each party to sidestep the mainstream media and “talk” directly to constituents. In addition, the ability to quickly rebut statements with links to facts and figures is an important tool for each party and helps to shape the online discussion as part of their real-time messaging strategy. As far as channels, YouTube comments are not frequently utilized by members or visitors.
- Facebook allows a member to connect with constituents, inform them of what they are doing and promote themselves at local event and town hall meetings. Of all three main social channels used by your member, facebook is arguably the one monitored most for trending constituent concerns.
- By sharing and engaging in civil discussion, you may attract others to your position. As your member is monitoring the page, this gets your topic noticed.
- Social media is not viewed as influential as other traditional methods of communications between constituents and their elected officials. A likely explanation for this is that members "cannot tell whether comments are made by constituents. Legislators don’t really have the staff to monitor, process and respond to social media posts across platforms. CONGRESS USES SOCIAL MEDIA TO COMMUNICATE AND SHAPE THEIR MESSAGE – NOT ENGAGE. TO PROMPT A RESPONSE, YOU HAVE TO INTRUDE UPON THEIR MESSAGE OR HAVE A MESSAGE THAT THEY THINK CAN BENEFIT THEM, WHICH THEY WILL THEN SHARE
- The primary purpose and power of grassroots advocacy is to demonstrate strength in the collective voice of our members. One tweet may get attention but having a coordinated, collective voice on twitter can intrude upon the member’s goal of shaping the message – prompting a response.
- The ease with which constituents can communicate with their member has diluted the quality of communications. Congressional offices receive too many emails, posts and tweets that seek to forward the Congressman to a YouTube link or include 'is this true' as the only message. Besides resembling spam, there simply is not the time to engage with this linked content unless your message is well written (has an effective ‘hook’). Be specific. Effective social media reaches influencers which helps to amplify your message
- Social media use by members is still evolving. There are no current best practices guides or guidelines to help them. Fear of current senate and house rules that could potentially apply to social media use generates a lot of confusion, unease and an unwillingness to engage with constituents using social media.