K Street Cafe

Several years ago our Innovate to Motivate conference hosted then Gallup Managing Partner Ron Balmer to talk about Gallup’s research on customer engagement and how it applies to grassroots organizations. It was one of our most highly rated workstorms. Gallup has been at the forefront of engagement research; they define it as the degree to which people will work for or against your organization or brand. I think most of us would agree that definition of stakeholder engagement is worth pursuing. They have published recent research which reinforces Ron’s prescient admonitions.

Engagement matters because the world is driven to distraction. With engagement, your stakeholders give you the benefit of the doubt when you screw up. They also have your brand as a part of their own identity. They can’t imagine a world without your organization or cause, and criticizing your organization means criticizing themselves.

Gallup conducted research with over 17,000 social media users to determine how people interact with social media and its effectiveness as a marketing tool. Gallup doesn’t conduct shoddy research, so I think it’s worth our time to see if there are applications for those of us in the grassroots persuasion business. After all, we are marketers of ideas and action.  (more…)

Debt limit debate key players: Social media (CBS News)
Citizens and Congress alike turned to social media networks to express their views throughout the debt ceiling negotiations – the latest example of the growing importance of Twitter, Facebook and other outlets in advocacy.

Thinking Beyond the ‘Like’ (ClickZ)
10 tips for engaging and retaining your Facebook fans.

From All Sides, Online Pushes to Scrap the Deal (TechPresident)
Advocacy organizations from across the ideological spectrum are urging action online as the debt ceiling debate enters its final stage.

10 tips to help you get the most out of Google+ (Ragan)
Learn more about the new social networking site and its many features.

First published on Partnership for a More Perfect Union.

You know something has had an impact on you when you’re still thinking about it weeks after the fact. And what happened recently on YouTube got me thinking.

Members of Congress and their staffs have gotten used to a world where a constituent writes a postal letter or e-mail or calls the office and the office responds in written form to the citizen’s concerns. One of the challenges that social media creates for congressional offices is that they can no longer just wait for constituent communication to come to them. They now need to monitor external sources to capture it all.

As Congresswoman Cathy McMorris-Rodgers said in our “Inside the Hill” web series, “the world has changed.”

What punctuated this for me was the flurry of activity around a Senate vote regarding the military’s “Don’t Ask, Don’t Tell” (DADT) policy. Regardless of what side of this sensitive social issue you come down on, something happened that should be instructive to Members of Congress, advocacy organizations, and citizens alike.

The Service members Legal Defense Network (SLDN) is an organization dedicated to ending DADT. They recently enlisted Lady Gaga, of…well…Lady Gaga fame, to create and post a YouTube video asking her considerable fan base to call their Senators to request an end to the ban on openly gay service members. This video is interesting from a number of perspectives, not the least of which is that, when she calls her Senators live in the video, she never actually gets through to either one because the volume of calls to the Senate’s phone system resulted in a busy signal from one and an at-capacity mailbox from the other. What happens next is even more interesting.

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Jeff is right on the mark in his post “Your Social Media Strategy May Not Be A Strategy.” But it may even be worse than he reports. Some companies and organizations don’t even have clear tactics when it comes to social media, but still think they have a strategy.

I often remind people that knowing how to use social media is not the same thing as knowing how to use it strategically and tactically.

I have trained many college students (in my classes and interns at work) who claim to know how to use social media at the start of the training. By the end of the training the invariable comment that they never thought it through strategically or tactically before.

Our strategy at the Center for American Progress and Center for American Progress Action Fund is to use social media to influence influencers so they will share our ideas with their audiences. Sometimes that is simply to get our policy reports, videos, and interactive graphics out to an influential audience. Sometimes our goal is to mobilize people to take action to influence policymakers.

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Blue State Digital Launches BSD Tools for Online Advocacy (BSD Tools)
BSD Tools offer organizations the ability to raise money, organize events and manage communities online.

The New and Improved Twitter (Brian Solis)
Twitter launches the biggest re-design in the site’s history – what does it mean for the advocacy world?

I recently gave a lecture at American University’s Public Affairs and Advocacy Institute on how to use social media and other online strategies for advocacy. You can watch it here.

I recently gave an interview for Studio 1080 on KUDO in Anchorage, AK about using Twitter for advocacy/marketing and wanted to share it with you. Here is the gist of the conversation:

Why tweet?

In the US alone, there are 26.5 million people on Twitter and among them are many, if not most of the most influential people in the country. These people are talking about all of the issues of the day, from the most mundane to the most profound. If you are not on Twitter, you are not part of the conversations that matter most to you and your cause, and you are missing the opportunity to engage with the people who are most able to influence large segments of the country and the key decision makers affecting your mission. (more…)