Building Localized Advocate Networks for the Social Good across our 400 cities

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What is an advocate network for social good?

The advocate network is comprised of individuals, organizations and companies who support good causes using social media at the local level. For the past two years, we have supported these advocates by amplifying their community messages via our city feeds. We develop national advocate networks by curating the Twitter feeds of local nonprofit and for-profit organizations devoted to the community good. The categories of causes we have curated thus far are listed below.

[table caption=”Advocate Network” width=”400″ colwidth=”250|150″ colalign=”left|left”] Cause,Hashtag
Community foundations, #community
Mayors, #(city name)
Food banks,#foodbank
Local food movement, #localfood
Humane societies, #muttmonday & #felinefriday
Realtor boards, #realestate
Film Festivals, #filmfest
Indie films, #indiefilm
Independent news, #indienews
Local news, #localnews
Museums, #(city name)
Dance, #dance
Jazz, #jazz
Opera, #opera
Theater, #theater or #theatre
Social Venture Network (org), #svnetwork
DoSomething.org (org), #dosomething
Habitat (org), #habitat
GivingTuesday.org (org), #givingtuesday [/table]

What do Advocate Networks do?

We can leverage advocate networks to create massive viral buzz for the social good. Excerpt from our post: Building a national viral campaign with a hashtag and a massive advocate network

On Giving Tuesday, December 3, 2013, we amplified the tweets of over 1,000 authorized local #GivingTuesday partners down to their city level as a community service. Our mission was simply to help local nonprofits spread the message of #GivingTuesday to their local constituents. The screenshot below is a sampling of the various retweets our city feeds (“via @HeritageNews”) made on behalf of the #GivingTuesday partners that day.

A sample of the #GivingTuesday amplification across 350 cities in The Breaking News Network

A sample of the #GivingTuesday amplification across 350 cities in The Breaking News Network

The Breaking News Network was responsible for about 8,000 #GivingTuesday tweets [on December 3], ~ about 3% share of the 269,000 tweets delivered on Giving Tuesday, December 3… The total reach of those 8,000 tweets was well over 20 million in that one day … all focused at getting local nonprofits’ messages directly to their local audience. This is nonprofit fundraising’s sweet spot — local messaging and the sharing/retweeting of those messages is where community word of mouth happens.

Become a part of our Advocate Networks

We have already authorized thousands of organizations and individuals since we inaugurated our media amplification program two years ago. If your organization supports a cause listed above, you can add the corresponding #hashtag to your tweet, and our city feed will automatically RT your tweet to our local readers in your city. For example, when San Francisco Opera @sfopera adds the hashtag #opera, our city feed @BreakingSFNews automatically shares the tweet (using “via @SFopera”) to our San Francisco readers:

Retweeting @sfopera by @breakingsfnews

Amplification is selective and voluntary; if the advocate tweet does not include the hashtag, there is no retweet. We only ask that advocates make tweets relevant to community news and service, or for social good, and not to spam. Our true mission is to enable contributors for the local good to be able to get their message out to their community

If you send out a tweet with a hashtag and our city feed is not sharing your tweet, you’re likely not authorized. In order to participate in our advocate networks, we need to authorize your Twitter feed. Simply add your Twitter feed information at our Media Amplification Program page, and we’ll review and authorize your feed based on specific criteria. We’ve also created a special Twitter feed called @BNNHashtag where all you need to do is tweet your city name and we’ll review in the same way.

Related: Building a national viral campaign with a hashtag and a massive advocate network

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