Political Advocacy Groups Rely on Social Media Outreach


â–¶ Online Advocates: A Burson-Marsteller study tracking social media use by political advocacy groups found that nearly all (97%) are using at least one social media platform to communicate with stakeholders. The study tracked the digital presence of 34 U.S. groups such as the AARP, the Human Rights Campaign and National Taxpayers Union on Twitter, Facebook and YouTube. (Of these groups, only one had no social media presence on any of these platforms.) Findings include:

• The majority (61% of groups on Twitter and 56% of groups on Facebook) use social media to encourage direct outreach to Congress and other politicians.

On average, political advocacy groups had 4,880 Twitter followers, 32,588 Facebook fans and 777 YouTube subscribers.

• Most advocacy groups prioritize follower engagement. They follow an average of 2,261 accounts, and 73% mentioned or retweeted other users to engage or acknowledge them.

Only about 1 out of 5 advocacy groups (21% on Twitter and 19% on Facebook) use social media to ask for fundraising support.

• Online video also proved an important outreach tool . Thirty-two groups had YouTube channels, and these groups have uploaded 3,432 videos total. The average number of videos per YouTube channel was 107.

Source: Burson-Marsteller




Comments Off

Deals of the Week

Get $150 Off PR News' Media Relations Conference

 media_relations_banners_180x150_ep

Join us on December 11, 2014, for PR News’ essential Media Relations Conference, taking place at the National Press Club in Washington, D.C. You'll learn from top PR professionals how to amplify your organization’s messages through positive coverage in traditional media and through your own branded content initiatives.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.