Using Social Media for Outreach A Guide to the by byt34827


									      Using Social Media for Outreach:
    A Guide to the Blogosphere & Netroots
       for Campaigns & Organizations

   101 N. Columbus
    Suite 200
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      Blogs, Social Media, Netroots

   Blogosphere- composed of blogs on every
    imaginable topic that link to other items of
    shared interest.

   Social Media- the interactive, sharing
    communities that network online.

   Netroots- political activism organized
    through blogs and other online media.
            The Growth of Blogs
   From a little over 1 million blogs in 2003 to over 70 million now

   Tech Blogs
   Gossip Blogs
   Sports Blogs
   Entertainment Blogs
   Newspaper Blogs
   Music Blogs
   Military Blogs
   News site Blogs
   Mom Blogs
          US Blogosphere (2007)
   Blog readers are voracious consumers of all media. Word of mouth, television, radio,
    newspapers (both online and offline), magazines (both online and offline) and blogs
    all registered between 10 and 20% of the average total media consumption.
   Over 50 million blog readers (2007, Technorati).
               The State of Political Blogging

The progressive vs conservative political blogosphere during
      the 2004 election, numbering 20 million readers.
The Early Years of the Progressive Blogs, 1990‘s –

   Republican Noise Machine (talk radio, conservative media)
   The internet and the 1990‘s (DrudgeReport, Lucciane, Free
    Republic) conservative leaning insurgent vehicle.
   Blogs, as a platform, had started in the ‗90‘s with tech bloggers,
    political blogs start 00-01.
   2000- The Florida debacle as a galvanizing moment.
   With the lack of media representation in the face of Republican
    dominance, where do progressives engage?
   Big shift was early ‘02, with comments, something unique was
    happening - Community.
   The Iraq vote and the 2002 midterms.
   Blogs supported a new kind of Democrat—pragmatic, hard-nosed,
    and ready to fight.
             Netroots Rising, 2003-2008
   Netroots to Grassroots action: Meetup & Dean in 2003 presidential election,
    extremely politically active (99% vote from PEW Dean study)
   Mostly male, older baby boomer and energized 25-40 year-old progressives
   ActBlue: turned bloggers into bundlers.
   The 50 state campaign
   Election of Dean as DNC Chairman in 2005.
   The emergence and development of local blogosphere—statewide elections.
    Ohio-02 special election spring 2005.
   Launch of Soapblox made community blogs affordable
   Campaigns integrating with local bloggers
   2006 Lamont vs Lieberman, Fighting Dems, Webb & Tester.
   Opinion makers for the midterm election Democratic wave in 2006
   Clinton & Obama in ‘08 brought in more women, younger persons, African-
    Americans and Latinos
        Political Blog readers survey
   Median Age 46
   Education:
   Post-Graduate Degree: 41.1%
    College Graduate: 38.5%
    Some College: 17.63%
    High School or less: 2.83%
   Median Annual Income: $80K
   Gender: 58% male, 42% female
   Political Engagement (political blogosphere):
   Signed a petition: 83%
   Written or called any politician: 80%
   Contributed to a cause/campaign: 79%
   Written a letter to the editor: 47%
   Attended a political rally, speech, or organized protest: 46%
   Active member of any group that tries to influence public policy: 37%
   Attended a public meeting on town or school affairs: 37%
    The Progressive Blogosphere Today
   Blogosphere in ‘08 now 100 times the size of ‘03 (

   Liberal Blog Ad Network—150 Million page views monthly (150 blogs)

   23% of self-identified Democrats check blogs at least a few times monthly

   Largest Blogs: Daily Kos, Raw Story, Talking Points Memo, Crooks and
    Liars, Democratic Underground, Alternet, MyDD, Eschaton, America Blog,
    Fire Dog Lake, The Agonist, Political Animal, Talk Left

   Sub-communities: Political Junkies, Wonkosphere, Issue or Identity

   State Blog Networks-- State level, community-based, left-of-center blogs
    Virginia— Michigan--

50 State Blogosphere
      Blogging Do’s and Don’ts
   Cross Post - Millions of people log on and read blogs every day.
    But they don't all read the same one. Make sure to post in as many
    places as you can so that you reach as many people as possible.

   If You Don’t Know the Answer, Admit It - If you are asked a
    question about an issue and you don't know all the facts, don't be
    afraid to admit it. But do let people know that you‘ll try to find the
    answer. And DO follow up on it.

   Don’t Hit and Run – Remember that the blogs you are posting on
    are communities, don‘t just show up when you want something. The
    more highly regarded you are in the community the more effective it
    will be as an ally.

   Let 'em know where to go -- Always include a link back to your
    home site in every post and encourage people to click the link. On
    the sites that allow it, put it in your signature file when you set up
    your account.
      Blogging Do’s and Don’ts
   Never Lie - Don't pretend to be someone you're not. Use your real
    name or an appropriate handle, and just be yourself. You don't have
    to reveal your personal information, but NEVER NEVER pretend to
    be something you're not. You will get caught.

   Be Polite - Remember, even though you're not officially
    representing the union, people will judge SEIU based on your
    behavior. Be yourself, but always try to put your best face forward.

   Stick to the Facts - Always respond to attacks and misinformation,
    but avoid making personal attacks. If you're responding to dirty
    tricks and personal attacks, take the high road by discussing the
    facts of the matter, sticking to the issues and not engaging in name

   Empower Employees to Take Initiative – Encourage people to
    take part in the conversation online – speaking as themselves on
    behalf of themselves.
                 Internet in 2008
   Internet activism has moved beyond merely the blogosphere
    into social media.

   Social Networking sites: both vertical (YouTube, MySpace,
    Facebook, Eventful) and horizontal.

   Politicians and Organizations are integrating the use of social
    media websites into their campaigns.

   Online news sites are becoming 24/7 and integrating
    interactiveness into their websites.

                      Social Media
   It is fundamentally different from traditional media such as
    newspapers, television, books, and radio.
   Uses the ―wisdom of crowds‖ to connect information in a
    collaborative and open manner.
   Depends on interaction between people.
   The discussion and integration of words and media build shared-
    meaning, using technology as a conduit.
   Technologies such as comments, picture-sharing, vlogs, wall-
    postings, instant messaging, music-sharing, to name a few.
    Examples of social media applications are Google (reference,
    shared documents), Wikipedia (reference), MySpace (social
    networking), Facebook (social networking), (personal
    music), YouTube (social networking and video sharing), Second
    Life (virtual reality), Flickr (photo sharing).
        New Traditional Media
   Washington Post Blogs
   The Caucus, NYTimes
   Bloggermann, Keith Olbermann, MSNBC
   Loose Wire, Jeremy Wagstaff, Dow Jones
   The Corner, National Review
   Hit and Run, From Reason
   The Scoop from Washington, Lynn Sweet
   The Atlantic, Marc Ambinder
   The Note, ABC News
   The Swamp, Chicago News
            Netroots Activism
   Three things drive political change:

     1.   Ideas, good ones

     2.   Money, small donors

     3.   Organization, online activism
    The Change for Campaigns
   The Netroots & Local Blogosphere is a critical
    component of building a long-term progressive
    infrastructure. How does it impact & help each
    department of the campaign?

   Political– Bloggers are influential, commenting on posts
    and contacting bloggers for access and interviews
   Field– Laying early groundwork before campaign
    workers arrive, word of mouth, event organizing, GOTV
   Finance– Fundraising, early small donors (these are
   Communications– Blogging (both onsite & through
    offsite diaries), rapid response, online geo-targeted
    advertising, e-mail listserve for action items (not talking
    points or press releases), buzz building
       What Campaigns can do to
         engage the Netroots
   Take the first step with outreach to local blogs
   Have a daily-updated website to engage your
   Be on the blogs and advertise on the internet
   Get your opposition research onto the blogs
   Use YouTube
   Create a web presence on Facebook, MySpace,
    and other social networking sites
   Create small donor and activist support list

          Around The Corner
   The convergence of cell phone to internet
    video and internet

   It‘s about more than just 24/7 media.

   Internet activism can help win elections,
    can it be effective enough to defeat
    lobbyist and special interests?

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