Baltimore Israel Coalition Countering Anti-âIsrael Actions and Attitudes ...
Baltimore Israel Coalition Countering Anti-‐Israel Actions and Attitudes: Advocacy, Practical Responses and Political Action November 23, 2014 Media and Social Media: The Latest Battlegrounds Speaker: Omri Ceren, Managing Director for Press and Strategy – The Israel Project • • • • • •
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Social media is not a good tool to persuade people, if they are not already in your camp There are three ways you can influence people: politics, policy and public affairs Messaging falls in the middle of politics, policy and public affairs – at the center of all of this – messaging is what we ideally want to push Every special interest group has people in place in all three areas-‐ and this is the way to be most effective The goal of TIP is to secure policy outcomes-‐ TIP is NOT a media watchdog group. To effectively move agenda, it is helpful to place stories through: o Relationships with journalists o Providing resources/interest/scoop to make the story interesting o Resources to make writing the story easy TIP has built up the infrastructure to make it easy for journalists The TIP digital shop produces content to be repackaged and reused on two platforms: o Messaging via Twitter o Engagement (through infographics) via Facebook To be effective, you must distinguish which information is important (with context) and what looks important In digital advocacy, email is still king of messaging Social networking is built on links. By and large, you will not be read by people who don’t agree with you because it is highly unlikely that you built up networks with people who disagree with you. Facebook o Largest network; not effective for dozens of messages o Images work well for Facebook (they have invested in photo apps) o Infographics often have complicated messages, but they are easy to be spread and can’t be changed o Create groups for everything! They are extremely productive-‐ they are costless and only those groups that take off come to the top of your news feed. Twitter o Great platform for breaking news in real time – and to provide people you know with breaking news o Much more individualized o It is easier to track people on Twitter who disagree with you YouTube o Vast video network on internet o Unsure of impact of YouTube, as YouTube videos are spread via Facebook and Twitter o It’s difficult to make a really good video Instagram
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o Popular with college-‐age o A growth area for social media o Unsure of how political messages penetrate over Instagram On social media you will be most effective with people like you. Use familiar channels to reach people. If you’re comfortable using email, use email. Share your message with people who trust you
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Social media is not a good tool to persuade people, if they are not already in your camp There are three ways you can influence people: politics, policy and public affairs Messaging falls in the middle of politics, policy and public affairs – at the center of all of this – messaging is what we ideally want to push Every special interest group has people in place in all three areas-‐ and this is the way to be most effective The goal of TIP is to secure policy outcomes-‐ TIP is NOT a media watchdog group. To effectively move agenda, it is helpful to place stories through: o Relationships with journalists o Providing resources/interest/scoop to make the story interesting o Resources to make writing the story easy TIP has built up the infrastructure to make it easy for journalists The TIP digital shop produces content to be repackaged and reused on two platforms: o Messaging via Twitter o Engagement (through infographics) via Facebook To be effective, you must distinguish which information is important (with context) and what looks important In digital advocacy, email is still king of messaging Social networking is built on links. By and large, you will not be read by people who don’t agree with you because it is highly unlikely that you built up networks with people who disagree with you. Facebook o Largest network; not effective for dozens of messages o Images work well for Facebook (they have invested in photo apps) o Infographics often have complicated messages, but they are easy to be spread and can’t be changed o Create groups for everything! They are extremely productive-‐ they are costless and only those groups that take off come to the top of your news feed. Twitter o Great platform for breaking news in real time – and to provide people you know with breaking news o Much more individualized o It is easier to track people on Twitter who disagree with you YouTube o Vast video network on internet o Unsure of impact of YouTube, as YouTube videos are spread via Facebook and Twitter o It’s difficult to make a really good video Instagram
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o Popular with college-‐age o A growth area for social media o Unsure of how political messages penetrate over Instagram On social media you will be most effective with people like you. Use familiar channels to reach people. If you’re comfortable using email, use email. Share your message with people who trust you
