On the fourth day of Social Media Week DC Edelman hosted “facebook for your Advocacy Campaign” #fbadvocacy @EdelmanDC.
Facebook DC’s Associate Manager, Policy Katie Harbath @katieharbath; Edelman Senior Vice President David Almacy @almacy; DCI Group’s Vice President, Digital Strategy Julie Germany @JulieG ; and Edelman’s Vice President, Grassroots Enterprise Nate Bailey @NateBailey11 conversed with attendees about the incredible potential Facebook has to empower activists to positively affect change.
- 98% of Congress and every major federal agency is on Facebook
- Facebook users are 57% more likely to tell a friend to vote.
- Facebook users are 2.5x more likely to attend a rally.
Frictionless Advocacy
Facebook’s open graph (an extension of the platform’s social graph that maps users and their connections to friends, families, causes, and everything else) has created a unique intersection of opportunity and tendency. Activism and advocacy seem inherent to Facebook. Each “share” or “like” is not only an indication of the user’s preference, but also a soft suggestion that the user’s network should “like” the page, action, photo, etc… as well.
It has become increasingly beneficial for politicians and policymakers to be not only present, but active on Facebook. This presents opportunity for decision makers to interact with constituents. Moreover, constituents have the opportunity to influence decision makers. Weak connections on Facebook have outsized influence due to volume. Meaning that volunteers for a particular cause can significantly influence decision makers and each other without having particularly strong ties.
As the aforementioned stats show, Facebook users are more likely to share information with their friends and be active themselves. The beauty of the open graph and new Timeline Apps is that users can share information passively; removing some friction from the interaction.
Timeline
Socially conscious Facebook users have always had the opportunity to use the platform to organize. Through status updates, messages, likes, info sharing, adds and Pages like this for Send Hub that allows organizers to easily create lists of contacts. Users have been able to “like” a cause or organization and the actions associated.
With Facebook’s new Timeline and socially conscious Timeline Apps such as Artez Interactive, Causes and FundRazr users can expand their vocabulary.
Timeline app developers can program apps for actions beyond the Like button. These actions displayed in the Timeline could indicate that users are “giving money,” “volunteering time,” “writing their Congressman” or “running a route.”
I have created a page using the Causes Timeline App supporting voter registration in Washington, D.C. The Causes Timeline App has an action programmed that indicates support for a cause. If I were to develop my own Timeline App I might program the action to be “registering voters.”
These updates are displayed in the Timeline allowing volunteers who may be at the bottom of the ladder of engagement to passively share their story of giving or volunteering; taking some of the edge off the “ask.”
Surround Sound
These new Timeline App updates are also displayed in the user’s Ticker ( real time updates at the top right of the screen) and Facebook Feed (homepage where users see updates from all friends). The affect of the Timeline Apps is multiplied by the 350 million mobile Facebook users. Most timeline apps have mobile counterparts allowing for mutichannel fundraising that @NateBailey11 discussed. Walking supporters from the bottom of the ladder of engagement on their computer screens to a higher rung through mobile engagement to non tech based direct action.
While the new Facebook features that @katieharbath shared have great potential and allow for passive action for volunteers. @JulieG‘s wisely warned that organizers must have a plan and be prepared to be hands on.
Facebook Ads
The Timeline Apps have great potential, but Facebook Ads are a tried and true way to relatively cheaply research effectiveness of messages, saturate and/or geo-target an area with information and track and measure results.
Offline efforts cannot be replaced by online efforts. However, tools like Facebook Timeline Apps and Facebook Ads are removing some friction from advocacy and fundraising. Saving the world; one (insert verb here) at a time.
Written by Brandon Andrews, an official Social Media Week DC blogger. Follow him at @teambmichael.
