Effective Strategies for Digital Advocacy Campaigns
Dive into the world of digital advocacy with Seth, a seasoned expert in communication and advocacy strategies. Explore the power of digital tools, learn why digital presence matters, and discover practical tips to enhance your advocacy initiatives in a digital age.
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Presentation Transcript
DIGITAL ADVOCACY: An Introduction
Who is this guy? Seth communications organizations for over 15 years. A recognized expert in digital media, his work has been repeatedly honored by Campaigns & Elections (2019, 2013, 2010) and the American Association of Political Consultants (2014, 2013, 2010). Oldmixon has for been political providing campaigns expertly and crafted advocacy Seth has worked with high profile political figures both in the U.S. and internationally. He has also worked with national advocacy groups such as the National Minority AIDS Council, the American Association for Justice, Americans for Democracy & Justice in Pakistan and dozens of other campaigns and organizations, helping them organize their supporters, deliver their messages, and win their campaigns.
Why Digital? 90% of Americans are online 92% of them use email 69% of American adults use Facebook* 22% of American adults use Twitter 59% 59% 85% 85% of journalists use Twitter** of journalists use Twitter** Scholars actually worry that journalists pay too much attention to Twitter. * https://www.pewresearch.org/fact-tank/2019/04/10/share-of-u-s-adults-using-social-media-including-facebook-is-mostly- unchanged-since-2018/ **https://info.muckrack.com/state-of-journalism-2020 https://www.cjr.org/the_media_today/journalists-on-twitter-study.php
Write a Detailed Plan Goal Goal What do you want to achieve? Strategy Strategy How are you going to achieve your goal? Tactics Tactics What specific steps does your strategy require? Tools Tools What tools are available to make your actions more efficient and effective?
Example Campaign Goal Goal Persuade local restaurants to serve ice cream. Strategy Strategy Raise awareness about the deliciousness of ice cream. Tactics Tactics Contact local reporters, contact local restaurants, inform people in your network. Tools Tools Letters to the Editor, Phone Calls, Group Ordering, Twitter, Facebook, Email.
Enhance, Not Replace Digital is NOT NOT a strategy it s a set of tools. Digital tools add to your tactical toolset, they don t replace what you re already doing. Are you writing letters to the editor? Forward your letter to your friends and encourage them to submit their own. Post comments on the newspaper s Facebook page. Tag the reporter, editor and newspaper in Tweets. Are you planning an event? Email, forward, and follow up. Create a Facebook Event so people can RSVP and get reminders and directions. Live Tweet!
Entry Level Tools Email You already use it. Your target audience already uses it. You already have a network of contacts. Facebook You probably use it. Your target audience probably uses it. Twitter Short format. Media LOVE Surprisingly easy to engage Influentials. LOVE it.
Email Coordinate and Inform Google Groups Broadcast Email (Mailchimp, Vertical Response, Constant Contact) Email Forwards Pressure Journalists Government officials Businesses
Email Advocacy MoveOn.org Built a list of people who supported similar values. Informed them about relevant topics. Encouraged those people to contact their Member of Congress, the press, etc.
Facebook Coordinate and Inform Sharing Groups Pages Events Pressure Wall posts Memes Comments
Facebook Advocacy Donating Your Status Profile Photos Shared stories are incredibly powerful
Twitter Be a Resource Share articles, information Share experiences Build relationships, grow your network Live-Tweet Pressure Respond to media Correct misinformation Hold accountable
Change Happens When You Engage
Twitter 101 @mention Identifies a specific Twitter user #Hashtag Used to identify content that follows a specific theme RT, MT Old style ReTweet or Modified Tweet Quote Tweet ReTweeting someone with a comment DM (D) Private message between two users
Tell Them How To Find You Web: Web: www.setholdmixon.com Email: Email: seth@setholdmixon.com Twitter: Twitter: @setholdmixon LinkedIn: LinkedIn: https://www.linkedin.com/in/setholdmixon/
