Building a Bigger Base

Mitzi McFatrich,

Executive Director

Kansas Advocates for Better Care

www.kabc.org/ www.twitter.com/InfoKabc www.facebook.com/KABC1975

Cost effective and Low cost, targeted boosts Broad reach geographically, diverse populations Mobilize networks of connected individuals who

might not otherwise connect with your issue Real-time engagement with advocates and policy

makers

PRO’s

May require investing time and in training for staff & volunteers to use Social Media Platform(s)

Someone has to create, post, and curate content Alone, SM won’t give you information about actions

taken and impact May depend on what you want to achieve

CON’s

Are you using social media for advocacy?

How are you using social media for advocacy?

What results are you having?

Which platforms work most successfully for your organization? Why

Which policy makers respond best to SM efforts? Why

KABC’s Facebook and Twitter pages are where our followers can find information and updates on:

◦ upcoming events and trainings

◦ policy priorities and related legislative updates

◦ real-time advocacy action opportunities

◦ curated content related to LTC issues, stories, policy, and news

Facebook: www.facebook.com/KABC1975

Twitter: www.twitter.com/InfoKabc

Social media use is continuing to grow in every demographic

52 percent of people ages 50 to 64 now have Facebook pages 32 percent of people 65 and older use Facebook

Facebook is the network

used most by older adults, followed by Instagram and Twitter.

How can we engage this captive audience to build our base and promote our organizational priorities?

Facebook ◦ Focus on connecting people ◦ Over 80% of online adults are users. ◦ Interface features individual user profiles and a “newsfeed”

where content is aggregated from people on your friends list and pages you follow. People in your network can interact with, share, and “react to” your posts

◦ User base has more age diversity and higher average age than other social media sites, used by more women than men.

◦ Good for marketing to/recruiting general consumer demographic, but posts can be “boosted” and targeted to users outside of follower list based on specified demographic criteria

Facebook is where people go to connect.

Whether they use the site to keep up with friends, see photos of grandchildren, or connect with a culture across the world, Facebook users want content that makes them feel something. Interesting stories, alarming data, connections to breaking news and trending stories all increase the chance that people will read and share your posts.

Include appealing media

Facebook algorithms prioritize posts with photos and videos, meaning these posts are more likely to reach more people.

People are also more likely to interact with posts that contain fun or interesting graphics. Asking questions, telling relatable stories, and asking for feedback are also good strategies to prompt follower engagement.

Facebook Pages

Pages are for businesses, organizations, and public figures to share their stories and connect with people. Like profiles, Pages can be customized with stories, events and more.

People who like or follow a Page can get updates from the Page in their News Feed.

KABC’s Facebook page is where our followers can find updates on:

upcoming events and trainings

our policy priorities and related legislative updates

real-time advocacy action opportunities

Curated content related to LTC

Let you create specific communities of people who interact directly with each other. You can use Groups to share exclusive updates, photos or events, and collaborate.

Groups can be public, closed, or secret. ◦ Closed groups are great for sharing

information with a select group of people and limiting engagement

◦ Group administrators and moderators can control who posts and what gets posted in a group

Facebook Groups

Groups can be a helpful tool for engagement with existing volunteer/advocate network, especially for content you don’t necessarily want to share on your public page

Twitter ◦ A “micro-blogging” site where posts are constrained to 280

characters ◦ Twitter users are more likely to follow organizations, news

sites, groups, and celebrities, rather than maintaining a personal network like on Facebook Connect around topics/events/content

Utilizing hashtags is important to get your content noticed by people outside of your “followers”

Live-tweeting events such as presidential debates, Oscars, Super Bowl, statehouse events, is popular and will bring you into contact with more people

(Make sure to hashtag these events so others can find your tweets!)

◦ Twitter has a higher percentage of men, people of color, and urban users than other social media sites.

36% of 18–29 year olds use Twitter.

23% of 30–49 year olds use Twitter.

21% of 50–64 year olds use Twitter.

10% of 65+ year olds use Twitter.

Connecting posts to trending topics is a good way to get your content noticed by more people. When many recent tweets contain a hashtag referencing the same topic, these topics are considered to be “trending.”

Tips for Twitter Posts

Comment Like

Retweet

Direct Message

Hashtag Tagging Others

Twitter Features

Instagram ◦ A social networking site based around sharing images

◦ Similar to Facebook, you have an individual page for posting your own photos and a feed you can scroll through to see what the people and pages you follow are posting

◦ Utilizing hashtags is important to get your content noticed by people outside of your “followers”

◦ Demographics have veered toward younger generations since its inception, but new statistics from Pew show older generations are starting to embrace the app a bit more.

59% of 18–29 year olds use Instagram.

33% of 30–49 year olds use Instagram.

18% of 50–64 year olds use Instagram.

8% of people 65+ use Instagram.

People use Instagram differently than Facebook and Twitter. Aside from being a photo and video based social network, Instagrammers engage differently. They check the site and engage with posts at a much higher rate than other social networks. Used right, you could tap into an engaged, active network of passionate people, ready and willing to interact with and boost your posts. Make sure to use high quality, engaging photos, write compelling captions, and hashtag your posts for better visibility.

Instagram Tips

Like Twitter, Instagram allows users to post by and search by topic through the use of hashtags.

This post included a great photo, a

compelling story, and several hashtags that

allowed it to be found by searching

any of the tagged terms

Facebook

You can use Insights to:

◦ Understand how people are engaging with your Page.

◦ View metrics about your Page's performance.

◦ Learn which posts have the most engagement and see when your audience is on Facebook.

In the Posts section of Insights, you can see the following information about your Page posts:

◦ The number of people reached

◦ Post clicks

◦ Reactions, comments and shares

◦ Total video views and viewing behavior details

Twitter

Account home tracks high-level statistics about your profile from month to month.

◦ It will spotlight your top-performing Tweets and introduce you to the influencers in your network.

Your Tweet activity dashboard is where you’ll find metrics for all of your Tweets.

◦ You’ll know exactly how many times Twitter users have seen, Retweeted, liked and replied to each Tweet.

Your audience insights dashboard contains valuable information about the people who follow you

◦ You can track your follower growth over time and learn more about your followers’ interests and demographics.

Instagram does not have built-in analytics

KABC’s Facebook and Twitter pages are where our followers can find information and updates on:

◦ upcoming events and trainings

◦ policy priorities and related legislative updates

◦ real-time advocacy action opportunities

◦ curated content related to LTC issues, stories, policy, and news

www.facebook.com/KABC1975

www.twitter.com/InfoKabc

KABC hired a consultant to evaluate our social media engagement and post history to give us feedback + recommendations:

KABC’s done a great job of building our Facebook audience. Gains needed: advocacy postings that move our audience to action

KABC has different audiences on Facebook and Twitter, with more organizations and policymakers on Twitter. Gains needed: to build more relationships with key policymakers across social media

Recommendations for strategies + tools to build our audience and increase advocacy by asking followers for action and providing support for that action

KABC Social Media Advocacy

Goal: Develop plan to effectively utilize social media for stronger KABC grassroots public policy advocacy

A. Evaluate KABC’s social media presence specific to advocacy on Facebook and Twitter

B. Define and implement recommendations to strengthen KABC’s grassroots public policy advocacy Create an annual editorial calendar driven by KABC’s advocacy on

public policy issues to maximize awareness of and actions by

KABC’s “followers”

Develop social media volunteer partners to extend KABC’s reach

and impact

Develop Advocacy 101 Guide to empower advocates

Build more advocacy into Facebook posts

Build our Twitter following – follow legislators, journalists,

organizational partners on Twitter

Week: This

column guides

Facebook and

Twitter content

for each week

of the

legislative

session and

throughout the

year.

Legislation

Status: This

column ensures

KABC social media

advocacy content is

tailored to each

step of the

policymaking

process.

Post Objective:

The post objective

column describes

what KABC wants its

social media posts

to do at each step

of the process.

Facebook/Twitte

r Post Template:

This column outlines

the type of content

that would help KABC

reach each objective.

Additional

Facebook/

Twitter

Activities:

This column helps

KABC integrate other

content related to

legislative priorities

at the appropriate

time.

A calendar to help KABC schedule advocacy related social media posts around our legislative advocacy work at the Statehouse. The calendar is structured around the general policymaking process and the anticipated legislative deadlines for bills.

Each column in the spreadsheet performs a different function.

central organizing principle of the calendar

Week:

January 28

Legislation

Status:

Bill not yet

introduced

Post Objective:

Educate followers

on upcoming

legislative priorities

Facebook/Twitter

Post Template:

Older adults in Kansas

are facing [problem].

To address [problem],

Kansas’ legislature

should [policy

change].

Additional

Facebook/

Twitter Activities:

Share relevant

article on legislative

priority

Week:

February 18

Legislation Status:

House committee

hearing held

Post Objective:

Let followers know it's time to

act

Facebook/Twitter Post Template:

Help us address [problem], by

contacting your legislators to ask that they support [HB X] –

[advocacy toolkit] makes it easy.

Additional Facebook/

Twitter Activities:

Post photo with KABC rep/partner

testifying; live tweet legislative hearing

Examples of posts tying KABC policy priorities to events at legislative hearings during the

2019 legislative session

Example posts asking for specific actions from KABC followers

KABC added a page to our editorial calendar to ensure that we are making posts people care about in the moment

This calendar gives us ideas for posts and newsletter topics based on notable dates and events each month, as well as prioritize health disparities content

KABC published this guide online to help give our followers the tools they need to take action when we ask for their help

The Guide includes information, advice, and resources to help grassroots advocates navigate the advocacy process

www.kabc.org/kabcs-new-advocacy-101-guide/

Includes Kansas legislative committee members who typically hear KABC’s bills,

majority and minority legislative leadership, and the Governor’s office / constituent affairs.

http://www.kabc.org/how-to-contact-key-legislative-committee-members/

Posted to KABC’s website and linked in the Advocacy 101 guide and social media posts to make it easy for followers to contact policymakers for action on a bill or policy.

BUILDING CONNECTIONS Internal document used to track relationships on social media with key legislators, the media, organizational partners, etc to increase our reach and foster connections.

Allow user to contact legislator with direct links and provides analytics to organization on individuals who took action (CRM - customer relations management system)

Nation Builder

NPG

Salsa

Mail Chimp mass emails, e-newsletter, short survey. Low/No Cost

Constant Contact – paid subscription with similar functions to Mail Chimp

Questions

Ideas

Suggestions/Other’s Successes

Our MISSION ◦ Advocating for Quality Long-Term Care for all Kansans

Our VISION ◦ All older Kansans receive good quality long-term health care in

the setting of their choice

www.kabc.org/

www.facebook.com/KABC1975

Twww.twitter.com/InfoKabc

Mitzi McFatrich, Executive Director

785-842-3088 phone

mitzim@kabc.org

www.kabc.org/

www.facebook.com/KABC1975

Twww.twitter.com/InfoKabc