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Policy Arena B Y S H A N N O N R I T C H I E

D I R E C T O R , D I G I T A L + I N N O V A T I O N F L E T C H E R F O U N D A T I O N

Social Media in the

#DukeMediaLab

About Me

ABOUT RELATIONSHIPS TOOLS CONTENT MEASUREMENT CONTACT

September 2011, I had just started my second year at Sanford and recently found out that I was pregnant with my first child. I was outraged that the General Assembly was considering a constitutional ballot to discriminate against gay couples in NC. I joined my close friend Curtis Brown a rally where I realized we could do more. So we joined forces, combining his photography with my love of social change and digital tools . We created The Vote Against Project.

Relationships


CONNECTION��You have something to say or research to share. Who do you want to reach? Why are these people or organizations important to reach? With whatever goal you have in mind, think about what you need your network to be in order to acheive success. For example, an organization’s network that is fighting to expand gun control legislation is going to be vastly different than an academic project researching homicide rates, despite the overlap in issue area. Ensure your audience reflects your needs and goals.

Social media provides endless information and news at your fingertips. Are you looking to enter a specific field after school? Start following people now to learn about what they’re doing, and establish connections with influencers, newsmakers, and policymakers. Sometimes, it’s overwhelming. Ensure you set limits for yourself and use tools to organize and cut down on content – lists on twitter and Facebook and unfollow people and organizations that aren’t providing value. Shut it off as much as you can and set helpful limits.

EXPAND your NETWORK and reach LEARN ABOUT NEW THINGS


MAP IT OUT ��Whether you’re working for a nonprofit, government agency, or private company – map your network. Who are you connecting with, speaking to, and getting content from? How can you organize them by categories? Geographic region, issue area, industry, etc. How are individuals or organization in your network connected to each other? With each category, what are you learning or getting out of the connection? What are you sharing?


FACEBOOK�� TWITTER�� PETITIONS�� LINKEDIN��


NORTH AMERICA

SOUTH AMERICA SOUTH AFRICA

ASIA

EUROPE

AUSTRALIA

81% ACTIVE FACEBOOK USERS ACCESS VIA MOBILE

Content

ABOUT RELATIONSHIPS TOOLS MEASUREMENT CONTACT CONTENT

FACEBOOK��

Organic reach on Facebook is WAY down. It’s harder than ever to break through the noise and Facebook is steering folks to pay for reach. However, it’s still the most widely used social media platform and ignoring it completely would be a mistake if you intend to reach large audiences.

Connection. Visual content. Engagement = reach.

PROVOKE STRONG EMOTIONAL REACTIONS

USE IMAGES

ASK QUESTIONS

SHARE IMPORTANT QUOTES

CREATE CURIOSITY (CLICK BAIT)


TWITTER��

A large number of policymakers, advocates, academics, and journalists are taking to twitter to share commentary, news, and information related to pertinent policy issues of our time. Information and analysis is immediate – for better and worse. Twitter “levels the playing field.”

news. Conversations. organizing. Credibility.

GET INSTANTANEOUS NEWS AND ANALYSIS

ORGANIZE WITH GRASSROOTS APPROACH

DISSEMINATE ONGOING COMMENTARY

INFORM A HIGHLY ENGAGED AUDIENCE



PETITIONS��

Online petitions are an effective way to call followers to act on something in a simple yet meaningful way. They are behind some important policy changes in the last few years and still prove to be a big draw for media attention.

Empowerment. Support. Visibility. CHANGE platform.

USE REPUTABLE ONLINE SITES

LEAN ON ORGANIZATIONS TO HELP

TAKE ON TIMELY AND SPECIFIC GOALS

TAP INTO COALITIONS TO SPREAD FAR & WIDE

SHARE WITH MEDIA OUTLETS


LINKEDIN��

Sometimes the noise on other social media channels is just too much. LinkedIn provides wonderful opportunities to connect with people you meet in your work in an online environment. It also is very useful in demonstrating value you bring to an organization/agency.

NETWORK building. Targeted search. Useful information.

SHARE NEWS FOR YOUR INDUSTRY

BUILD STRONG FOLLOWER BASE

ASK QUESTIONS

CONGRATULATE, CHECK-IN, CONNECT



Don’t Ignore��M o b i l e ��

Measurement


MEASURING CONTENT ��

Does your audience care

about the topics you cover? Are they consuming your content?

Metrics: Views,

Reach, Followers

Does your content mean enough to

your audience that they engage with

it?

Metrics: Re-tweets, Shares,

Comments

Does your content help you achieve

your action-oriented goals?

Metrics: Referrals, Petetitions, Sign Ups, Phone Calls

Does your content help you raise money, recruit volunteers, or

save time?

Metrics: Money raised, Donors,

Volunteer

Consumption Engagement Action Revenue

Revised from Beth Kanter’s NC Tech 4 Good Workshop Presenta=on, June 2014

Contact


t

Contact Info Phone: 919 322 2580 Email: [email protected] Web: www.ajf.org

Social Media

l

Keep in touch. ��

@shannon_ritchie

Linkedln.com/in/shannonritchie

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