Can a Layered Model Optimize your Social Audience for Advocacy?

Posted on May 27, 2014 by

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Pikes Peak, CO, from Garden of the Gods. How many layers are in our social landscape? How many of them can we reach?

Pikes Peak, CO, as seen from Garden of the Gods. How many layers are in our social landscape? How many of them can we reach?

Major thanks to Autom Tagsa (aka @autom8) for spotting an excellent article as input to our #socialchange series.  It was posted on Social Media Today/Non-Profits and authored by  prof Alan Rosenblatt (aka @DrDigiPol).  Have a look .. its background themes will inspire our WEDS 5/28 #SMCHAT:

http://socialmediatoday.com/social_advocacy_politics/our-socialmedia-audience-optimized-advocacy

For me, the discussion of our social media audience in terms of “layers” was most interesting.  Several metaphors for diverse layered structures came to mind as I read this post.  Mountain formations was of course one of them.  But I also thought about distance in terms of proximity, like a photographer’s depth of field.  Social layers can be like this.  Local vs. global.  In focus vs. not in focus.  Grass roots vs. .. well, not grass roots.

Let me frame 4 questions that explore and expand upon Alan’s key points, with the notion of social audience as “layers” as the visual metaphor.   As always, we’ll have to see where things take us from there.

  • Q1. Designing advocacy “layers” in your audience base sparks notions of diversity and depth. How can we plan for and build layers?
  • Q2. Can we cultivate  membership across several broad stakeholder layers at once? Where do we start?
  • Q3. Achieving (or even defining!) “quality” in our audience can be elusive. Is there a common element or attribute across layers?
  • Q4. Most have put time to optimizing audience mix, to allow targeted messages. What is an optimal mix in a layered model?

Remember, we talk #socialchange at the #smchat hashttag every 4th WEDS 1pm ET. Hope to see you there !!

Chris (aka @sourcepov)

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