Social Media For Public Advocacy

How can NGOs use Social Media to organize a movement?

Author: Alberto Brea | The Digital Economist www.albertobrea.com

Alberto Brea | The Digital Economist

Document Purpose
Develop a playbook to help small NGOs with limited resources apply social media to mobilize public support Guiding Principles for Playbook • • • • Easy to understand, implement and manage Relevant to NGOs’ needs Low cost to build and maintain Measurable and scalable

Alberto Brea | The Digital Economist

Source: http://www.vincos.it/world-map-of-social-networks

Alberto Brea | The Digital Economist

http://www.internetworldstats.com/stats.htm

Alberto Brea | The Digital Economist

Case Study Simulation- For Illustration Purposes Only
Who: Education for All (EA) is a small NGOs with a staff of 10 people in the Dominican Republic with the goal of improving education levels in the country

What: The Government just announced that it is planning to reduce the budget for education. However, the constitution established that Education should receive 4% of the GDP

When/Where: To approve the measure, a congressional majority needs to approve the adjustment next month, on March 20th

Alberto Brea | The Digital Economist

Approach

Create Social Presence

Build Your Network

Analyze and Adapt

Alberto Brea | The Digital Economist

Create Social Presence
To create an social presence, we need to make an assessment to develop a customize social plan 1. 2. 3. 4. Conduct Self-Assessment Set Clear Objectives Define Audience Priority Establish Social Channel Mix

Alberto Brea | The Digital Economist

1. Conduct Self-Assessment
1. How much time does your staff currently spend on marketing and communications tasks? 2. How much time do you expect to devote specifically to social media? 3. Which social media channels does your staff have experience with, either personally or professionally? ❑ Facebook ❑ Twitter ❑ Blogging ❑ Photo sharing sites (like Flickr) ❑ Video sharing sites (like YouTube) 4. What assets are available to your organization? ❑ Experienced writers ❑ Experts in the topic area of your mission ❑ Lots of organizational photos ❑ Experienced photographers ❑ Organizational videos ❑ People with experience creating videos
Source: Idealware - Social Media decision guide 2010

Alberto Brea | The Digital Economist

1. Implications
Number of Channels1
Number of hours a week you can commit to social media ____________________

4 =

Maximum number of social media channel you can take on ____________________

Activity ( Engager)2

Monitoring and Research

Initiating

Responding

Measuring

40%

20%

20%

20%

1.Source: Idealware - Social Media decision guide 2010 & 4 hours time based on author personal experience 2.Source: http://www.slideshare.net/AmberNaslund/ebook-social-media-time-management-2618863

Alberto Brea | The Digital Economist

2. Set Clear Objectives
Based on a survey by Idealware among 460 NGOs in 2010, there are three main goals for using social media. To increase the likelihood of success, NGOs need to set clear goals
Uber Goals Reaching Out
Reaching new supporters for the organization

Engaging Supporters
Enhancing relationship with your audience

Fundraising
Raising money for your organization

Call to Action

Promote an event - Build excitement prior to an event - Get people to take a particular action - Draw traffic to a particular online resource - Build your email list - Solicit donations

Time Sensitivity

Week - Month - Quarterly

Measurement

Number of people to recruit for an event - Donation goal $$ - Number of press mentions…

Alberto Brea | The Digital Economist

2. Implications
Uber Goal Measurement

EA wants to reach out to new supporters to sign up 10,000 people to participate in a protest, “4% Education,” on March 4th in front of the Dominican National Congress
Time Sensitivity Call to Action

Alberto Brea | The Digital Economist

3. Define Audience Priority
Focus on the people that count the most. The traditional model of casting a wide net does not work today. Need to identify the people talking about the issue and reflect back to them

Market Impact
• • • •

FIRST-ORDER IMPACTS Publish a blog Publish their own web page Upload videos Write and post articles and stories

Creators Followers
SECOND-ORDER IMPACTS • • • • Read blogs Post/ratings/reviews of blogs Comment on someone else’s blog Contribute to online forum

Alberto Brea | The Digital Economist

3. Define Audience Priority
To identify advocates and followers, set up Google alerts, Technorati search, Facebok Twitter search, etc. http://socialmedia-listening.wikispaces.com/Tool

• Your name and people connected to your organization • Your organization’s name • Program or event names • Peer/competitor names and program/event names • Your tagline or other key phrases • URL for any web properties (main website, blog) • Related issues/topics • Common misspellings Source: Beth’s Blog, Beth Kanter

Alberto Brea | The Digital Economist

3. Implications
Advocate List Followers

Channel Twitter Facebook

Advocates 200

Followers 300

Network 60,000

Alberto Brea | The Digital Economist

4. Social Media Channel Mix

Social Network

Blog

Micro-blogging

Image Sharing

Video Sharing

Alberto Brea | The Digital Economist

4. Social Media Channel Mix
Facebook, Twitter and Blogs work best to reach new supporters for the organization

Source: Idealware - Social Media decision guide 2010

Alberto Brea | The Digital Economist

4. Implications

Social Network

Blog

Micro-blogging

Image Sharing

Video Sharing

Goal

Connect, engage and recruit supporters

Showcase NGO expertise

Report news

Share photos of events and volunteers

Promote videos to support cause

Updates

Daily

Weekly

Daily

Per Event

Per Event

Alberto Brea | The Digital Economist

Approach

Create Social Presence

Build Your Network

Analyze and Adapt

Alberto Brea | The Digital Economist

Build Your Network: On Demand Model

Monitoring and Research 40% Identify what people are saying, and craft the message

Initiating 20% Initiate conversations that reflect what you are hearing through multimedia platforms

Initiating 20% Publish and share with your advocates and invite them to join

Measuring 20%

Responding 20%

Alberto Brea | The Digital Economist

Analyze & Adapt

Analytics Tools

WP Stats Plugin Google Analytics Feedburner

Page insights Backtype

RSS Bit.ly Tweetmeme

Insights

Stats ($)

Source: http://www.devonvsmith.com/2010/07/a-social-media-measurement-plan/

Alberto Brea | The Digital Economist

Blogger Dashboard Example - Free

Alberto Brea | The Digital Economist

Facebook Dashboard Example - Free

Alberto Brea | The Digital Economist

Youtube Dashboard Example - Free

Alberto Brea | The Digital Economist

Summary: Social Media For Public Advocacy
How can NGOs use Social Media to organize a movement?

Create Social Presence

Build Your Network

Analyze and Adapt

1. Conduct Self-Assessment 2. Set Clear Objectives 3. Define Audience Priority 4. Establish Social Channel Mix

1. Monitoring & Researching 2. Initiating 3. Responding 4. Measuring

1. People 2. Engagement 3. Traffic

About the Author: Alberto Brea International marketing consultant with more than 10 years of experience in managing brand strategy development, customer research, CRM and digital marketing programs in the U.S., Latin America, and global markets. Postgraduate education includes an MPA in International Economic Policy, an MS in Integrated Marketing, and an MBA.
The digital Economist Blog: albertobrea.com Email: albrea09@gmail.com

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