This is a visual aid for my SXSW 2013 submission.

1. From Grassroots to Grasstops:
Social Media for Advocacy and Public Affairs
• Impact of Social Media on Legislators
• Public Affairs Social Media Case Studies
• Memeology
RYAN COHN
Vice President of Social/Digital Operations

2. (via Constitutional Management Foundation, 2011)

3. FL 12 Legislative Study:
Public Opinion:
71% gauge public opinion on Facebook
61% gauge public opinion on Twitter
50% gauge public opinion on YouTube
Most Convincing Messages:
Personal Stories – 79.1% Very Effective
Local Impact – 76.7% Very Effective
(via Cate Communications, 5/8/12)

4. Case Study: Moms Against Cooties
Client: American Chemistry Council
Community Size: 40,000+ members
(predominantly composed of women 22-40)
Messaging: Communication focuses on child-
oriented disinfection and pro-kid imagery
Results: Embraced by Mommy Blogger community
(70%+ positive sentiment); association members
view as top outlet for combating opposing thought
among moms

5. Case Study: Moms Against Cooties

6. Case Study: Healthy Pools
Client: Water Quality & Health Council
Community Size: 33,000+ members
(predominantly composed of pool owners)
Messaging: Communication focuses on
pool cleanliness and beautiful pool imagery
Results: 35,000+ free pool test strips
ordered in 2011; association members view
as top method for building a strong
audience of consumers and influencers

7. Case Study: Healthy Pools

8. Case Study: Healthy Pools

9. Case Study: SB2442 UF Flagship Bill
Client: Tampa Bay Seminole Club
Community Size: 15,000+ members
(predominantly composed of college students at
FSU, USF, and UCF) within a week
Messaging: Communication focused on the
negatives of the bill for those involved and gave
members the tools and information to contact
their politicians.
Results: Campaign led to major media mentions in
the Gainesville Sun, Tallahassee Democrat, Florida
Times-Union, and Florida Tribune. After significant
pressure by group members, the bill was
successfully amended to include all necessary
parties.

10. Memeology
meme ( /ˈmiˈm MEEM)) - "an idea, behavior or style that spreads from
/;
person to person within a culture."
How to create effective infographics:
http://www.epolitics.com/2012/05/07/anatom
y-of-an-effective-online-infographic/

11. BONUS ADVICE
Katie Harbath
Manager, Public Policy at Facebook
http://www.facebook.com/katieharbath
50 People In Politics You Should Follow On
Facebook – Huffington Post, 5/7/12
• We've found that photos get 2x the engagement than just posts with text.
• Posting between 9PM and 10PM will get you the most engagement.
• If you do post text, use no more than 250 characters.