1. Strategically Social:
How to use Social Media to
Engage Your Constituents
Beth Becker
Progressive Congress
@ProgCongress

2. Pyramid
of
Social
Strategy

3. Pyramid
of
Targeted Social
Engagement
Strategy

4. Pyramid
of
Targeted Social
Engagement
Strategy
Authenticity

5. Pyramid
of
Targeted Social
Engagement
Strategy
Integration
with entire Authenticity
organization

6. Pyramid
of
Targeted Social
Engagement
Strategy
Quality
Content
Integration
with entire Authenticity
organization

7. What do you want to say- Quality Content

8. What do you want to say- Quality Content
Easy for audience to connect

9. What do you want to say- Quality Content
Easy for audience to connect
Specific

10. What do you want to say- Quality Content
Easy for audience to connect
Specific
Actionable

11. What do you want to say- Quality Content
Easy for audience to connect
Specific
Purposeful
Actionable

12. What do you want to say- Quality Content
Easy for audience to connect
Specific
Purposeful
Actionable
Unique

13. What do you want to say- Quality Content
Easy for audience to connect
Specific
Purposeful
Actionable
Unique Compelling

14. What do you want to say- Quality Content
Easy for audience to connect
Specific
Purposeful
Actionable
Unique Compelling
Easy to understand

15. What do you want to say- Quality Content
Easy for audience to connect
Specific
Purposeful
Actionable
Unique Compelling
Audience
appropriate
Easy to understand

16. Questions to Ask Yourself

17. Questions to Ask Yourself
What do I want to say?

18. Questions to Ask Yourself
What do I want to say?
Who do I want to say it to?

19. Questions to Ask Yourself
What do I want to say?
Who do I want to say it to?
When do I want to say it?

20. Questions to Ask Yourself
What do I want to say?
Who do I want to say it to?
When do I want to say it?
Who do I want my audience to repeat it to?

21. Questions to Ask Yourself
What do I want to say?
Who do I want to say it to?
When do I want to say it?
Who do I want my audience to repeat it to?
What areas of interest exist between us &
our audience?

22. Questions to Ask Yourself
What do I want to say?
Who do I want to say it to?
When do I want to say it?
Who do I want my audience to repeat it to?
What areas of interest exist between us &
our audience?
How formal is my relationship with my audience?

23. Questions to Ask Yourself
What do I want to say?
Who do I want to say it to?
When do I want to say it?
Who do I want my audience to repeat it to?
What areas of interest exist between us &
our audience?
How formal is my relationship with my audience?
Which social media platform is best to accomplish my goal?

24. Questions to Ask Yourself
What do I want to say?
Who do I want to say it to?
When do I want to say it?
Who do I want my audience to repeat it to?
What areas of interest exist between us &
our audience?
How formal is my relationship with my audience?
Which social media platform is best to accomplish my goal?
What other pieces are there to this effort & how can social media complement them?

25. Who do you want to say it to?
Targeted Engagement

26. Who do you want to say it to?
Targeted Engagement
Geographic

27. Who do you want to say it to?
Targeted Engagement
Geographic
Political Ideology

28. Who do you want to say it to?
Targeted Engagement
Geographic
Political Ideology
Issues of Interest

29. Who do you want to say it to?
Targeted Engagement
Geographic
Political Ideology
Issues of Interest
Network

30. Who do you want to say it to?
Targeted Engagement
Geographic
Political Ideology
Issues of Interest
Network
Hashtags

31. When do I want to say it?
Facebook Twitter
FB Self Reports Best Time in general:
No Best Time- Repetition
9-10 PM ET
Facebook Insights Tweriod.com

32. Who do I want my audience to repeat it to?
What areas of interest do I share with my
audience?
Pay attention to what people comment on/retweet
Notice people’s bios
Ask open ended questions and note who responds

33. How formal is my relationship with my audience?
Don’t mistake
formality
for lack of
personality

34. Which social media platform is best to accomplish my goal?
•Delayed Conversation
•Event Postings/Invites
•Photo Albums
•Featured Likes

35. Which social media platform is best to accomplish my goal?
•Delayed Conversation
•Event Postings/Invites
•Photo Albums
•Featured Likes
•Real Time Conversation
•Use Hashtags
•Lists
•Follow Friend
Recommendations

36. Which social media platform is best to accomplish my goal?
•Delayed Conversation •FB/Twitter Hybrid
•Event Postings/Invites •Circles
•Photo Albums •Hangouts
•Featured Likes •Sparks
•Real Time Conversation
•Use Hashtags
•Lists
•Follow Friend
Recommendations

37. Which social media platform is best to accomplish my goal?
•Delayed Conversation •FB/Twitter Hybrid
•Event Postings/Invites •Circles
•Photo Albums •Hangouts
•Featured Likes •Sparks
•Real Time Conversation
• Purely Visual
•Use Hashtags
• Memes
•Lists
• Infographics
•Follow Friend
Recommendations

38. Know the Facebook Audience
Category Number
Worldwide Users 600 million +
% of Users Access via Smartphone 200 million +
The Age Gap 18-25= 35% of all users
Bridging the Age Gap 50 and older= 12% and rising 58%
yearly
% of FB users related to overall web 72%
use
Page Post Impressions % 10% of fans see any one update
Profile Post Impressions % 10% of your friends see your status
updates
Gender Gap Myth 298 million male- 288 million female
Average time spent on FB/week 7.5 hours

39. Know the Twitter Audience
Category Number
Worldwide Users 100 million +
% of Users Access via Smartphone 55%
Average # of Tweets/Day 230 million
Estimated % of Passive Users 40%
The Racial Gap 25% users African American, 16%
Caucasian
Racial Gap part 2 Largest growth: Latinos at 33% monthly
The Age Gap Largest age group: 18-29 at 18%
Bridging the Age Gap Largest growth: 30-49 at 14% growth
Income Over 50% over %50,000/year
Geographic Location 15% Urban, 10% Rural
% of Internet Users who Admit using 13%
Twitter

40. What other pieces are there to this effort & how can social media
complement them?
Offline Online
Take ?s via Twitter
Doing a townhall
or Facebook
Holding a press Do a Blogger Call/
conference Hangout
Write a blog post
Participating in a
about the
Dedication Ceremony
organization
Continue the
Meeting with
conversation
Constituents
online

41. Be Authentic

42. Be Authentic

43. Tactics: What are they &
How should you respond

44. Memes

45. Memes

46. Memes

47. Memes

48. Memes
What are they:
*Playful in nature but usually around a serious
issue
* Mix of visual and text- emphasis on visual
How to respond:
Ignore
or
Join In by making your own or sharing those of
others

49. Twitter Townhall
• Just like an offline event, except on
Twitter
• Possible Panel:
– @Moderator
– @PolicyExpert
– @PolicyMaker
• Format
– Panel discussion: 20-30 min
– Audience Q&A: 20-30 min
– RT question, then answer w/out
@Reply
• Use an event hashtag
– Promote in advance
– Collect audience Qs in advance
– Allows easy data collection

50. Facebook Townhall
* Take Questions in one thread &
post q&a, each in their own thread
*Set up Threads for each issue and
have mini discussions in each
*Do it all in one Post

51. Multi-Platform Townhall
Take ?s on Allows for ? pre screening Take ?s on
Twitter
Facebook
via a
Hashtag

52. Multi-Platform Townhall
Take ?s on Allows for ? pre screening Take ?s on
Twitter
Facebook
via a
Hashtag
Video tape the answer
Post on You Tube

53. Custom Avatars/Twibbons
19

54. Twitter Hashtag Games
What are they:
*Playful in nature but usually around a serious
issue
How to respond:
Ignore
or
Join In

55. Facebook Bomb
What it is
*Multiple posts with similar or exact same
message in a short time frame
* In support or against
How to React
*Preemptively have a ‘standards’ somewhere
in your bio
*Whatever you do...do not delete posts
* In support or against
*If they are supportive, send a collective thank
you

56. Facebook Bomb

57. Facebook Bomb

58. Facebook Bomb

59. Facebook Bomb
What it is
*Multiple posts with similar or exact same
message in a short time frame
* In support or against
How to React
*Preemptively have a ‘standards’ somewhere
in your bio
*Whatever you do...do not delete posts
* In support or against
*If they are supportive, send a collective thank
you

60. Twitter Bomb
What it is
*Multiple posts with similar or exact same
message in a short time frame
* In support or against
* Can be via a mention (@You) or via a hashtag
How to React
*If they are supportive, send a collective thank
you
* If against, ignore- let your supporters
whack a troll for you
* If respectful & wanting you to do something
respond at your own discretion

61. Practice Safe Social Media
Use Strong Passwords
Protect those Passwords

62. Practice Safe Social Media
Lock phone when not in use!