internet at liberty
TRANSCRIPT
Social media: Strategies & tools for advocacy campaigns
Internet at LibertyMay 23-24, 2012 • Washington, DC
#InternetLiberty
Magna Carta (detail), 1217
Today’s Twitter hashtag
ParticipantsSocialbrite.orgJD [email protected]
Bolo Bhi Sana [email protected]
Euro RSCG Worldwide Oscar [email protected]
Human Rights WatchJim Murphy, Emma Daly, Enrique Piraces [email protected]
Global Poverty Projectd'Arcy Lunn [email protected]
FacebookMatt [email protected]
Google PlusJason Karsh [email protected]
What we’ll discuss today1. Overview of campaign strategies & platforms (30 minutes)2. Breakout sessions (two 25-minute sessions) Facebook Twitter Google Plus Other tools & tactics for campaigns3. Report back (general session, 10 minutes) Hugs, tearful goodbyes
http://socialbrite.org/advocacy-toolkit
Relax!
Creative Commons BY photo on Flickr by Tom@HK
• Blogs• Social networks• Microblogs (Twitter)• Online video • Curation (Pinterest)• Widgets• Photo sharing • Podcasts• Virtual worlds• Wikis• Social bookmarking• Forums• Presentation sharing
Types of social media T H E E C O S Y S T E M
• 150 million active blogs; 1 million blog posts created per day
• YouTube, Facebook, Wikipedia, VEVO, Twitter are among top sites in world
• Hundreds of social networks unique to countries/regions
• Twitter: 150 million active users, 250 million+ tweets per day
• Google+: On track to 400 million users
• YouTube: 3 billion videos watched per day
• 8 trillion text messages sent in 2011
Staggering growth
3 keys to success
Begin with a strategy and a plan — not with the tools.Inspire people with stories, craft shareable content
A D V O C A C Y C A M P A I G N S
1. Message
2. MessengersBuild community, not audiencesTurn supporters into champions for your cause
3. MediaDeliver your message across multiple platforms: Email, Facebook, Twitter, YouTube, G+, mobile, etc.Try to get pick-up by traditional media
900 million members worldwide — 57% of global members use it every day
0
300
600
900
20042005
20062007
20082009
20102011
TodayFacebook’s global growth rate, 2004-2012, in millions
Facebook: The social network F A C E B O O K
Secret groups on Facebookfacebook.com/groups
Get into those news feeds!edgerankchecker.com
Article: http://bit.ly/edgerank-checker
F A C E B O O K
70% Twitter use outside U.S. T W I T T E R
Comes in 22 languages T W I T T E R
हि"दी
简体中文
Português
Bahasa Indonesia
Italiano
Español
Türkçe
English
Filipino
한국어
français
繁體中文
Nederlands
Русский
Deutsch
日本語
Bahasa Melayu
Svenska
Dansk
Norsk
Polski
Suomi
1 in 5 heads of state use Twitter T W I T T E R
R U S S I A
FINLAND
AUSTRIA
ITALY
SPAIN
SWEDEN
NORWAY
GERMANY
FRANCE
PORTUGAL
HUNGARY ROMANIA
BULGARIA
TURKEY
DENMARK
POLAND BYELARUS
UKRAINECZECH SLOVAKIA
GREECE
CYPRUS
NETH.
BELGIUMIRELAND
YUGOSLAVIA
ALBANIA
MOLDOVA
LITHUANIALATVIA
ESTONIA
LUX.
BOSNIAand
HERZ.
CROATIASLOVENIASWITZERLAND
MACEDONIA
GREENLAND
ICELAND
U. S. A.
C A N A D A
MEXICOTHE BAHAMAS
CUBA
PANAMA
EL SALVADORGUATEMALA
BELIZEHONDURAS
NICARAGUA
COSTARICA
JAMAICAHAITI
DOM. REP.
ARGENTINA
BOLIVIA
COLOMBIA
VENEZUELA
PERU
BRAZIL
FRENCH GUIANASURINAME
GUYANA
CHILE
ECUADOR
PARAGUAY
URUGUAY
FALKLANDISLANDS
SOUTHGEORGIA
ISLAND
KENYA
ETHIOPIA
ERITREA
SUDAN
EGYPT
NIGER
MAURITANIA
MALI
NIGERIASOMALIA
NAMIBIA
LIBYA
CHAD
SOUTH AFRICA
TANZANIA
ANGOLA
ANGOLA
ALGERIA
MADAGASCAR
MOZAMBIQUEBOTSWANA
ZAMBIA
GABON
CENTRALAFRICAN
REPUBLIC
TUNISIA
MOROCCO
UGANDA
SWAZILANDLESOTHO
MALAWI
BURUNDI
RWANDA
TOGO
BENINGHANA
COTED'IVOIRE
LIBERIA
SIERRA LEONE
GUINEA
BURKINAFASO
GAMBIA
CAPEVERDE
CAMEROON
SAO TOME & PRINCIPE
ZIMBABWE
CONGO
DEM. REP.OF CONGO
EQUATORIAL GUINEA
WESTERNSAHARA
(occupied by Morocco)
DJIBOUTI
SENEGAL
GUINEA BISSAU
Canary Islands
AZORES
JORDAN
ISRAELLEBANON
ARMENIA AZERBAIJAN
GEORGIA KYRGYZSTAN
TAJIKISTAN
KUWAIT
QATARBAHRAIN
U. A. E.
YEMEN
SYRIA
IRAQIRAN
OMAN
SAUDI ARABIA
RUSSIA
AFGHANISTAN
PAKISTAN
INDIA
C H I N A
KAZAKHSTAN
TURKMENISTAN
UZBEKISTAN
MYANMAR
THAILAND
CAMBODIA
NEPALBHUTAN
VIETNAM
SRI LANKA
LAOS
BANGLADESH
MALAYSIA
MALAYSIA
PAPUANEW GUINEA
BRUNEI
SINGAPORE
PHILIPPINES
TAIWAN
I N D O N E S I A
JAPAN
MONGOLIA
SOUTH KOREA
NORTH KOREA
A U S T R A L I A
NEW ZEALAND
U. K.
MALTA
NEWCALEDONIA
FIJI
EAST TIMOR
Stephen Harper@pmharper
Benjamin Netanyahu@netanyahu
10 Downing St@number10gov
Dmitry Medvedev@MedvedevRussiaE
Hugo Chavez@chavexcandanga
Dilma Rousseff@DilmaBR
The White House@whitehouse
Paul Kagame@PaulKagame
Julia Gillard@JuliaGillard
Search by locationsearch.twitter.com
T W I T T E R
Tweets about freedom in Tokyo T W I T T E R
Google Plus in 2 minutes G O O G L E P L U S
http://www.youtube.com/watch?v=PYiHJWA8U-Y
Of interest to campaigns G O O G L E P L U S
• Private or public Hangouts
• Share photos & campaign information
• Set up targeted circles
• Give your content a search boost
S A N A S A L E E M / B O L O B H I
Do the research
Advocacy is personal B O L O B H I
• Avoid knee-jerk reactions
• Engage and collaborate
• Engage most with those who disagree
• Make time & space for group discussions
• Listen more, talk less
Focus on facts & public ed B O L O B H I
Videos for change B O L O B H I
Coordinating local & global action B O L O B H I
#Stopcensoringpk
Social media will save us! Or not? H U M A N R I G H T S W A T C H
• Social media: important component of modern advocacy plan — but you need to consider strategy & staffing
• We were seduced by its grassroots vibe and got burnt — so we refocused on traditional targets: policy-makers & journalists just in time for the Arab Spring
• Devise a SM strategy you can apply to different platforms
• Rather than enlist our followers, we trained our staff
@HRW on Twitter
Social media platforms H U M A N R I G H T S W A T C H
Arabic Facebook 30,000 fans – Primary outlet in Libya@hrw 100,000 new followers since JanuaryYouTube 2 million viewsTumblr 1,000 followersStumbleUpon Content partnershipPinterest Trying to wrest ‘hrw’ from a 17-year-old
Social media advocacy H U M A N R I G H T S W A T C H
• Twitter emerged as seamless fit to our traditional advocacy tools
• Noticed journalists were using Twitter to aggregate content, source stories (and promote selves)
• Easy to identify journalists
• Policy makers engage – Durbin’s office requested @hrw to RT
• Effective way to cross promote with partner NGOs
Some successes H U M A N R I G H T S W A T C H
• Arab Spring: In addition to mainstream coverage, Twitter & a general shift to short-form writing fed into live blogs (NY Times, Guardian, Al Jazeera)
• Following big enough to influence most popular algorithms on other websites
• @KenRoth listed in Foreign Policy’s 2012 Top 100 Twitterati list – Shape the story as it breaks
Foreign Policy’s Twitterati 100 H U M A N R I G H T S W A T C H
• Jackson Diehl (@JacksonDiehl): Deputy editorial page editor at Washington Post.
• David Frum (@davidfrum): Canadian pundit and former speechwriter for George W. Bush; sort of coined the phrase “Axis of Evil.”
• Nicholas Kristof (@NickKristof): Crusading columnist for NY Times; has traveled to every member of the Axis of Evil at least twice.
• Kenneth Roth (@KenRoth): Outspoken executive director of Human Rights Watch.
Who's who of the foreign-policy Twitterverse in 2011—Pundits:
Twitter tips H U M A N R I G H T S W A T C H
• Encourage staff, decentralize, social flow
• Messaging: Interesting stats, hand crafted, Q&A style, active audiences
• Most clicked:
• Which country tried more than 12,000 civilians, including children, by military tribunal in 2011?
• #Bahrain: Doctor sentenced to 15 years in prison. Her "crime," setting up a medical tent to treat protesters
• Which country tried more than 12,000 civilians, including children, by military tribunal in 2011?
• #Bahrain: Doctor sentenced to 15 years in prison. Her "crime," setting up a medical tent to treat protesters
• Here's how Charles Taylor's conviction on war crimes charges changes the world
• Mississippi, 50% testing positive for #HIV not receiving treatment, rate comparable to Botswana, Ethiopia, Rwanda
• Most retweeted:
Challenges H U M A N R I G H T S W A T C H
• Social media often lack official channels to report human rights concerns
• Getting advice from Twitter – best practices, search engine optimization, other?
• Training staff and defending the time investment
• Internally some are still nervous as tweets are not vetted
Remember your homeworkTons of resources at
http://socialbrite.org/advocacy-toolkit
Let’s get to the breakouts!4 Shared Learning breakouts:
Share your experiences, ask your questions
1. Google Plus for good 2. Twitter for good
3. Facebook for good 4. Other tools & tacticsfor successful campaigns