Using Social Media for Outreach: A Guide to the Blogosphere

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Using Social Media for Outreach A Guide to the
Blogosphere Netrootsfor Campaigns
Organizations

• info_at_webstronggroup.com
• 101 N. ColumbusSuite 200Alexandria, VA 22314

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Blogs, Social Media, Netroots

• Blogosphere- composed of blogs on every
  imaginable topic that link to other items of
  shared interest.
• Social Media- the interactive, sharing
  communities that network online.
• Netroots- political activism organized through
  blogs and other online media.

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The Growth of Blogs

• From a little over 1 million blogs in 2003 to
  over 70 million now
• Tech Blogs
• Gossip Blogs
• Sports Blogs
• Entertainment Blogs
• Newspaper Blogs
• Music Blogs
• Military Blogs
• News site Blogs
• Mom Blogs

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US Blogosphere (2007)

• Blog readers are voracious consumers of all
  media. Word of mouth, television, radio,
  newspapers (both online and offline), magazines
  (both online and offline) and blogs all
  registered between 10 and 20 of the average
  total media consumption.
• Over 50 million blog readers (2007, Technorati).

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The State of Political Blogging The progressive
vs conservative political blogosphere during the
2004 election, numbering 20 million readers.
BlogPulse.com
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The Early Years of the Progressive Blogs, 1990s
2002

• Republican Noise Machine (talk radio,
  conservative media) dominance.
• The internet and the 1990s (DrudgeReport,
  Lucciane, Free Republic) conservative leaning
  insurgent vehicle.
• Blogs, as a platform, had started in the 90s
  with tech bloggers, political blogs start 00-01.
• 2000- The Florida debacle as a galvanizing
  moment.
• With the lack of media representation in the face
  of Republican dominance, where do progressives
  engage?
• Big shift was early 02, with comments, something
  unique was happening - Community.
• The Iraq vote and the 2002 midterms.
• Blogs supported a new kind of Democratpragmatic,
  hard-nosed, and ready to fight.

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Netroots Rising, 2003-2008

• Netroots to Grassroots action Meetup Dean in
  2003 presidential election, extremely politically
  active (99 vote from PEW Dean study)
• Mostly male, older baby boomer and energized
  25-40 year-old progressives
• ActBlue turned bloggers into bundlers.
• The 50 state campaign
• Election of Dean as DNC Chairman in 2005.
• The emergence and development of local
  blogospherestatewide elections. Ohio-02 special
  election spring 2005.
• Launch of Soapblox made community blogs
  affordable
• Campaigns integrating with local bloggers
• 2006 Lamont vs Lieberman, Fighting Dems, Webb
  Tester.
• Opinion makers for the midterm election
  Democratic wave in 2006
• Clinton Obama in 08 brought in more women,
  younger persons, African-Americans and Latinos

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Political Blog readers survey

• Median Age 46
• Education
• Post-Graduate Degree 41.1College Graduate
  38.5Some College 17.63High School or less
  2.83
• Median Annual Income 80K
• Gender 58 male, 42 female
• Political Engagement (political blogosphere)
• Signed a petition 83
  
• Written or called any politician 80
  
• Contributed to a cause/campaign 79
  
  
• Written a letter to the editor 47
• Attended a political rally, speech, or organized
  protest 46
• Active member of any group that tries to
  influence public policy 37
• Attended a public meeting on town or school
  affairs 37

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The Progressive Blogosphere Today

• Blogosphere in 08 now 100 times the size of 03
  (Technorati.com)
• Liberal Blog Ad Network150 Million page views
  monthly (150 blogs)
• 23 of self-identified Democrats check blogs at
  least a few times monthly (2006).
• Largest Blogs Daily Kos, Raw Story, Talking
  Points Memo, Crooks and Liars, Democratic
  Underground, Alternet, MyDD, Eschaton, America
  Blog, Fire Dog Lake, The Agonist, Political
  Animal, Talk Left
• Sub-communities Political Junkies, Wonkosphere,
  Issue or Identity
• State Blog Networks-- State level,
  community-based, left-of-center blogs
  VirginiaRaisingKaine.com Michigan--
  MichiganLiberal.com

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50 State Blogosphere

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Blogging Dos and Donts

• Cross Post - Millions of people log on and read
  blogs every day. But they don't all read the same
  one. Make sure to post in as many places as you
  can so that you reach as many people as
  possible.
• If You Dont Know the Answer, Admit It - If you
  are asked a question about an issue and you don't
  know all the facts, don't be afraid to admit it.
  But do let people know that youll try to find
  the answer. And DO follow up on it.
• Dont Hit and Run Remember that the blogs you
  are posting on are communities, dont just show
  up when you want something. The more highly
  regarded you are in the community the more
  effective it will be as an ally.
• Let 'em know where to go --  Always include a
  link back to your home site in every post and
  encourage people to click the link. On the sites
  that allow it, put it in your signature file when
  you set up your account.

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Blogging Dos and Donts

• Never Lie - Don't pretend to be someone you're
  not. Use your real name or an appropriate handle,
  and just be yourself. You don't have to reveal
  your personal information, but NEVER NEVER
  pretend to be something you're not. You will get
  caught.
• Be Polite - Remember, even though you're not
  officially representing the union, people will
  judge SEIU based on your behavior. Be yourself,
  but always try to put your best face forward.
• Stick to the Facts - Always respond to attacks
  and misinformation, but avoid making personal
  attacks. If you're responding to dirty tricks and
  personal attacks, take the high road by
  discussing the facts of the matter, sticking to
  the issues and not engaging in name calling.
• Empower Employees to Take Initiative Encourage
  people to take part in the conversation online
  speaking as themselves on behalf of themselves.

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Internet in 2008

• Internet activism has moved beyond merely the
  blogosphere into social media.
• Social Networking sites both vertical (YouTube,
  MySpace, Facebook, Eventful) and horizontal.
• Politicians and Organizations are integrating the
  use of social media websites into their
  campaigns.
• Online news sites are becoming 24/7 and
  integrating interactiveness into their websites.

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Social Media

• It is fundamentally different from traditional
  media such as newspapers, television, books, and
  radio.
• Uses the wisdom of crowds to connect
  information in a collaborative and open manner.
• Depends on interaction between people.
• The discussion and integration of words and media
  build shared-meaning, using technology as a
  conduit.
• Technologies such as comments, picture-sharing,
  vlogs, wall-postings, instant messaging,
  music-sharing, to name a few.
• Examples of social media applications are Google
  (reference, shared documents), Wikipedia
  (reference), MySpace (social networking),
  Facebook (social networking), Last.fm (personal
  music), YouTube (social networking and video
  sharing), Second Life (virtual reality), Flickr
  (photo sharing).

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New Traditional Media

• Washington Post Blogs
• The Caucus, NYTimes
• Bloggermann, Keith Olbermann, MSNBC
• Loose Wire, Jeremy Wagstaff, Dow Jones
• The Corner, National Review
• Hit and Run, From Reason
• The Scoop from Washington, Lynn Sweet
• The Atlantic, Marc Ambinder
• The Note, ABC News
• The Swamp, Chicago News

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Netroots Activism

• Three things drive political change
• 1. Ideas, good ones
• 2. Money, small donors
• 3. Organization, online activism

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The Change for Campaigns

• The Netroots Local Blogosphere is a critical
  component of building a long-term progressive
  infrastructure. How does it impact help each
  department of the campaign?
• Political Bloggers are influential, commenting
  on posts and contacting bloggers for access and
  interviews
• Field Laying early groundwork before campaign
  workers arrive, word of mouth, event organizing,
  GOTV organizing
• Finance Fundraising, early small donors (these
  are recurrent)
• Communications Blogging (both onsite through
  offsite diaries), rapid response, online
  geo-targeted advertising, e-mail listserve for
  action items (not talking points or press
  releases), buzz building
• Policy Research Opposition research
  distribution, support for communities of
  interest, access to key supporters

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What Campaigns can do to engage the Netroots

• Take the first step with outreach to local blogs
• Have a daily-updated website to engage your
  supporters
• Be on the blogs and advertise on the internet
• Get your opposition research onto the blogs
• Use YouTube
• Create a web presence on Facebook, MySpace, and
  other social networking sites
• Create small donor and activist support list

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Around The Corner

• The convergence of cell phone to internet video
  and internet
• Its about more than just 24/7 media.
• Internet activism can help win elections, can it
  be effective enough to defeat lobbyist and
  special interests?

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