Advancement Project

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Advancement Project
Khydeeja Alam, Legislative Advocate
Lori Thompson, Manager of Work flow and Technology

Experiment with Facebook

The Advancement Project set up a Facebook presence for one of its programs, Healthy Cities as a proof of concept to understanding the work flow of integrating content and engaging with fans. They will use the lessons learned to share with the education program to set up its Facebook presence as the next experiment. The intent is to use the lessons learned to get other staff buy in.

The Objectives
• Better understand how we are communicating to our audience now
• Increase interaction with our audience

Our Audience (Specifically focused on Healthy City Program Area)
• Geography -California
• Priority Sectors - Health/Public Health; Education; Public Safety; Environmental Justice; Employment
• Organization/Occupation - I & R (Direct Service Provider / Case Manager), Policy Advocates / Community Organizers, Researchers/Grant writers, Funders

Integration with Marketing/Audience Development
We discussed how to create and repurpose content and how to effectively reach out to our audience. We also revised our Outreach Plan to include the Social Media experiment

• We monitored when people mentioned and specific key words
• We called out individuals or organizations using “@”
• We surveyed all our partner organizations and what social media they were using
• We added all our partner organizations as favorites and let them know
• We highlighted useful data that was updated on
• We repurposed our e-blast/e-newsletter messaging
• We followed other experiments for hints/ideas
• We added a button to the bottom of our website to encourage users to connect to our Facebook

• People responded when we posted information that linked to something – either a map we created, an article from one of our partners, or information relative to what they were working on
• We have not been able to encourage as much participation/commenting/posting

What we’d do differently
• Pay more attention to listening to what our partners were saying/ how we promote that
• Contest/prize for people that share their stories; more strategic about encouraging participation
• More internal enthusiasm participation

Ah Ha Moment
Understanding the importance of listening:
We do regular training and after one of our trainings, an organization tweeted about it. Very small, but if we hadn’t been following we would have had no idea. Now, we are able to follow up with them and engage them in further conversation. Just knowing there is a way to monitor and understand this has been extremely helpful and being able to use “Listening” strategically with Facebook so we are truly able to be thoughtful in how we reach out.


A: Establish Facebook Page for Education Program of Advancement Project -
What are our goals? brand? who is are target?

UPDATE: Met with management team to present and discuss the process in late March. Everyone is very excited about the possibilities. As we organizationally are in the midst of revisiting our overall brand, our experiment will focus on two of our specific program area - Healthy City and Education. We have a targeted strategy for Healthy City (have had a Fan Page in existence - have set specific goals for expanding the reach), and will be working with the Education team to discuss specific goals and tactics in the next two weeks. For our other two programs, Urban Peace and Public Finance, we will also so be meeting to discuss goals and strategy, but will not move forward until after our initial experiments.

For Healthy City, we have a FB Fan Page and have set up two very specific goals – 1 increase fans to 200 by utilizing our partnerships networks, 2 launching a campaign to have users promote their mapping projects on our FB page. We are hoping to gather a couple stories from the community which we can in turn present on our HC site. We will select one of the projects at random an offer a prize.
For Education we still have to meet to discuss specific goals, but have been talking about using Twitter in order to connect and push out specific messages because of the audience. We will meet this week to further define that.

UPDATE: We met with Education team to discuss possibility of connecting our updates that now are sent using list serve to also post on a Facebook account, under "Water Cooler", as another stream of sending out content. Currently we email this information out through a Bubble Report to around 1800 person listserve, but are not tracking if and how the people access this information. We plan on continuing this listserve, but also see the Facebook page as another way to reach folks, and guide people to the Water Cooler section on the Advancement Project Website. We will be able to see what type of content people are interested in by seeing what links they click on and when people most interact with the page. At first, we hope to get subscribers from our e-blast to connect to our Facebook Page. Then from there, we will begin to test content, linking to information on the Advancement Project website, our partner pages, and posting action items from our Bubble Report to see how users are interacting with the Bubble Report. Success for this will be to better understand what key words and phrases our audience responds to, and what type of content resonates with them.

From Beth: Check out this framework for setting a goal based on the "funnel" - you may want to adjust this accordingly.

We have set up Google analytics on our website in order to set a goal and funnel. For Healthy City, we want more active users of our site, and we want to highlight features that people using our site may not currently know of. In order to do this, we first wanted to build our Facebook Fan base, and then have regular updates highlighting different areas of the site. We also are using this as a way to connect with our partners and their work that relates to what we are doing. In order to get to that point, we have been listening and following ways that our partners currently use tools such as Facebook and Twitter to get out their messaging. We've evaluated and connected to our partner sites.

B: Establish Listening Post for organization, keywords include name of org, Co-Director's names, program area names, other key terms. Evaluate keywords using tools such as Social Mention - What words work? What words don't? What are other ways to describe our work? How are other folks describing our work? Who is talking about us/our work? Who are influencers in our area?

UPDATE: Set a listening post, and have been monitoring daily to get a better idea of who and how people are discussing the organization as well as the issues. As we move this process forward, we are looking to establish a process of collecting and disseminating this information in our regular monthly manager's meetings. Will be working to develop program-specific posts with key staff as part of dissemination process.

TO DO: Set up Organization-wide Social Media Policy

How do we best set up Facebook/Social Media Site as umbrella when program areas have very different strategies and branding?
- Answer: Start with one program area, then work through organizational branding overall, see how to join programs then - Do the programs have different audiences?​
I posted this on my Fan Page and there were some different opinions - let's look at these together:!/Beth.Kanter.Blog?v=feed&story_fbid=115149938495792&ref=mf
- Ashley Boyd: You might also want to check out how groups like yours manage different program areas within one page. At MomsRising, we have developed one fan page that addresses 7 different campaign/issue areas. Our primary reason is just that it takes work to develop, maintain and grow even one page so doing multiple (especially at the relative beginning of our work on FB) seems daunting. Although we suspect most of our fans have one or two primary areas of interest, they seem to enjoy postings about related issues towards our common mission. You can check out our page and the variety of listings here:!/

- Lori: Thanks for the great feedback. These are great examples and thoughts. As the programs have different approaches and audiences, we've set aside some time at a day long planning retreat to discuss the overall goals for the organization moving forward. For our experiment, we are going to keep to the specific program goals, but in the long term this is important for us to think through, I really appreciate the help.

UPDATE: We have recently met with our DC office, and are working towards streamlining communications. As they currently have a Facebook and Twitter page, we are working to set up processes to share this space to gather interest in the broad organization. We still will have Healthy City and Water Cooler Facebook pages which have specific audiences, but will also have a way to connect these to the larger organization. Although this may seem like a small step, it is a pretty big accomplishment for us, as the offices in DC and CA have been running separate programs for the last 10 years, and this is one of the first efforts we will be making to synch our communications efforts.

Are there any permission issues/cautions linking to articles? BK: No, you don't have to get permission to link

Question re: What to do with off topic posts on Fan Page wall?
You can share a use policy - see this one from CNN as an example
Here's an example of CNN's Facebook Fan Page guidelines --- posted as a note
This is great-