This is the second part of a two-part interview conducted with Michael Lambert, City Librarian, San Francisco Public Library. It was originally published on the California Library Association website as part of the work I’m doing as Library Advocacy Training Project Manager for the Association.
Q: What key issues do you believe need to be addressed in training sessions for California library staff—at all levels—interested in becoming strong advocates for libraries and the communities they serve?
Michael Lambert
A: The basics
What is library advocacy? Why is it important?
What is the difference between advocacy and lobbying?
Political activities—Do’s and Don’ts
The Power of Storytelling and gathering stories to tell your library’s story about impact, outcomes
Less about utilization data—more about how libraries make a transformational impact on people’s lives
Importance of building a strong partnership with your local library support group; San Francisco has a model public/private partnership within our municipal government that has been highlighted by our Office of the Controller.
Requires investment of staffing capacity and time, but it’s worth it
Regular meetings, attend Board meetings, invite participation in Library Commission meetings, special events
Formal MOU
Q: What formats do you believe work best for advocacy training for California library staff at all levels?
A: The California Library Association has some excellent sessions at our annual conference and offers opportunities for staff to be inspired and engaged. Beyond CLA Annual, I think the current environment has demonstrated the utility and accessibility of the virtual environment, making it easier for a broader cross section of our library workers to participate and learn and grow. EveryLibrary’s ongoing newsletters and training offerings are excellent.
California Public Library Advocates have done a great job hosting regional advocacy training opportunities for members of library boards and commissions, Friends, Foundations as well as other library supporters and advocates.
Q: What are we not currently doing that we should be doing to support library staff interested in becoming strong advocates for libraries and the communities they serve?
A: As a library administrator, fulfilling our mission with excellent service delivery is the top priority. There are many strategic priorities that go into library operations, and San Francisco Public Library has an ongoing commitment to organizational excellence. Employee engagement and organizational development are key focus areas within our Racial Equity Action Plan, but I think there is an opportunity to tap into the latent community organizing ability of our staff to learn how to become even stronger advocates for libraries and the communities we serve. Ultimately, if we are able to provide more opportunities for growth and professional development on this front, we’ll be more successful in advancing racial equity and social justice.
Q: You’re very active in a variety of social media platforms. What—if any—role do you see social media playing in your advocacy efforts?
A: At the most basic level, telling the library’s story and sharing factual information about library programs and services.
On a personal level, I leverage social media to foster stronger connections with elected officials and community leaders. I recommend library directors engage with their local political leaders in every way possible, including social media; follow them and like their posts and/or comment to have a conversation. This is a great way to stay in tune with local priorities and the pulse of the community. You can invite them to your library events and subsequently post photos to give them a shout-out for their support.
Q: Your Facebook account offers a wonderful balance of posts that relate to work and posts and relate to your personal life. Any tips to advocates on how to maintain that sort of balance without veering into posts/topics that can come back to haunt them?
A: Good question! One guiding principle I try to remember is: “would I want to see this post on the front page of the SF Chronicle?” My social media presence includes personal accounts on Facebook, Instagram, Twitter and LinkedIn. I enjoy promoting and sharing the incredible work my SFPL staff are doing, and it’s easy to share such posts. My social media presence also comes in handy for recruitment and making folks aware of job opportunities within the City and County of San Francisco. It’s not uncommon for me to post my fellow department heads’ recruitments on LinkedIn to demonstrate my support for them and our City and County family. Overall I’d say my feed is similar to many other people with posts about my kid, what I’m eating, what I’m doing, etc.
Q: Drawing upon your extensive experience as an advocate for libraries, what would you suggest individuals can do to effectively serve as advocates for libraries throughout California?
A: Pay your dues—support your professional association—California Library Association; American Library Association
Attend CLA, get involved.
Support EveryLibrary—the only political action committee devoted to libraries
It’s pretty basic—we need to support library advocacy with our treasure or time or both.
N.B. — Paul’s work as a consultant/project manager with the California Library Association is part of a grant-funded project to develop and coordinate a statewide political advocacy training program for library workers and supporters throughout California.
There’s a heartbreakingly beautiful story to be told here—the story of how online interactions involving music, collaboration, the human voice, and activism are creating light and fostering positive action in times of darkness. The story of how online collaborations are drawing us together at a time when “social distances” are overwhelming so many people. And the story of why the arts remain an essential part of the human experience.
The story is rooted in the realization that there is something primally comforting and deeply inspirational about musical collaboration involving the human voice. It flows from the recognition that singing together can be a language of community. Creativity. And hope. Singing together and hearing others sing together in our online/social-distancing/sheltering-in-place/pandemic-plagued world are proving to be ways—for those of us not facing barriers to our access to the Internet and the tools needed to use it effectively—to build or further develop strong social connections rather than succumbing to isolation and social distances. Singing together and/or hearing others sing online are ways of using technology to overcome rather than to create distances, to bring us together in ways that allow us to build upon our shared interests and social needs rather than being dispirited by challenges that appear to be too large to tackle.
My own introduction to the concept of virtual choirs and online performances came a little more than a year ago (in May 2019), in a pre-coronavirus world, when I was lucky enough to see and hear virtual-choir pioneer Eric Whitacre demonstrating and embracing us with the power of global online choral collaborations in a closing keynote session presented during the ATD (Association of Talent Development) annual International Conference & Exposition (in San Diego). Hearing Whitacre describe and demonstrate what was involved in creating and nurturing virtual choirs and producing online performances was world-changing; it was a first-rate example of what we foster when we use technology as a tool and focus on the beauty of our creative spirit in the arts and many other endeavors—including training-teaching-learning, which draws the thousands of ATD members globally together.
Thoughts of virtual choirs and online performances receded into the inner recesses of my mind for several months. Then, in March 2020, we entered the “three-week” (now seven-month) period of sheltering-in-place guidelines put into place here in a six-county coalition within the San Francisco Bay Area and, soon thereafter, in other parts of the United States, in response to the arrival of the coronavirus pandemic on our shores.
It was a recommendation from friend/colleague/co-conspirator in training-teaching-learning Jill Hurst-Wahl that rekindled my interest that month in virtual choirs and what they suggest in terms of online collaborative possibilities for all of us: the recommendation to watch a virtual-choir rendition of “Helplessly Hoping,” performed and recorded by Italy’s Il coro che non c’è (The Choir That Isn’t There). As was the case with seeing and hearing Whitacre’s virtual choir a year earlier, the experience of hearing and seeing the students in Il coro was transformative. Encouraging. Emotionally-engaging. Inspiring. Tremendously moving. And it made me want to hear more. Which led me to the work of Canada’s Phoenix Chamber Choir. The playfully creative online performances of musicians involved in a live virtual “coffee house” concert, complete with audience interactions via a conference backchannel, during the ShapingEDULearning(Hu)Man weeklong summer camp in July 2020 for dreamer-doer-drivers working to shape the future of learning in the digital age. The virtual sing-along videos (including two versions of “Vote Him Way (the Liar Tweets Tonight”) created by singer-songwriter-satirist-activist Roy Zimmerman and his co-writer/wife Melanie Harby. And so many more.
But it’s Zimmerman’s work that most effectively shows us how we might use social media and online interactions to create that intersection of music, collaboration, the human voice, and activism. Because he is engaging. Because he is part of that ever-growing group of first-rate artist-activists who are exploring online alternatives and environments in response to the loss of the onsite venues and interactions that were their lifeblood before the coronavirus arrived. Because he is effectively using Facebook and YouTube, through his “Live from the Left Coast” performances, to not only to stay in touch with and further cultivate his audience, but to nurture relationships between those audience members through his use of online chat within those platforms. Because he is among those participating in the new “Trumped By Music” project initiated by a Dutch/American team “that wants to provide a platform for anti-Trump musicians to be seen and heard… We want to provide maximum exposure for this passionate and vocal community! Our aim is to help our featured artists gain exposure for their message, as well as stimulate musicians to send us new content.” And because his work is reaching and inspiring others equally committed to using music in deeply-emotional ways to foster social change—as was the case with Wilmington Academy Explorations teacher Sandy Errante and her husband, Wilmington Symphony Orchestra conductor Steven Errante.
The pre-coronavirus virtual meeting of Zimmerman and the Errantes is centered around Zimmerman’s incredibly moving song “Rise Up” (co-written with Harby). It was inspired by the students who survived the shooting at Marjory Stoneman Douglas High School [Parkland, Florida] on Valentine’s Day in 2018 and who turned their experience into the March for Our Lives/Vote for Our Lives/Never Again movement that, six weeks later, inspired marches in more than 500 cities around the world. His rendition of the song as a duet with Laura Love was included on his Rize Up CD in 2018. And that’s where the story becomes very interesting, as Sandy Errante explained in a recent email exchange we had:
“My husband and I had heard Roy perform at the Unitarian Church in Wilmington before. We loved his satire, his energy, his passion, his humor and his music. And then…
“One Thursday evening after my rehearsal with the Girls’ Choir of Wilmington, I was on the way home when our local radio station, WHQR, started advertising an upcoming concert at the UU with Roy. The radio announcer, George Sheibner, played a song I had not heard before—Rise Up. As I drove along listening, I was captivated by the lyrics, the music, the harmonies and suspensions, and the message. By the end of the song and the final chorus, I was in tears. I knew the Girls’ Choir had to sing this piece. But how to make that happen?
“I reached out to my husband, who was on his way to a rehearsal with the Wilmington Youth Orchestra. Steve is an arranger and a composer, and I needed him to know right away that this was something we absolutely HAD to do. He asked me to find a recording of the song. I did. And I hunted down the contact info for Roy, using my contacts at the UU church. Once we had permission from Roy to proceed, we started imagining this song as told from the children’s perspective. We altered the lyrics just a bit [changing it from the point of view of adults addressing the Parkland survivors to the point of view of the students themselves]. Now we had a song that the girls could sing from their hearts. We had a youth orchestra that could accompany. We had a performance in the making.
“After all was said and done, we concurred, this IS their world and this was their song.”
And it remains our song—our anthem—in this pandemic, shelter-in-place world, through its availability on YouTube (with the girls’ choir) and on the CD. It’s there for them—and for us—as we continue seeking light and inspiration while living through devastatingly tragic times. Times of great division and conflict. Times that are, for many, overwhelming. And, as is often the case in tragic, divisive, conflict-ridden times, times that are also inspiring tremendous levels of creativity and opportunities for collaboration designed to foster positive change—which we nurture through our support and engagement in any and every way we can.
Update: Roy Zimmerman and Melanie Harby have posted a piece about the collaboration that produced their recent “My Vote, My Voice, My Right” video and included links to other virtual collaborations of that particular song: https://www.royzimmerman.com/blog/my-vote-my-voice-my-right.
There is something timeless about a virtual march/assembly designed to foster social change—something obvious to anyone watching/participating in the Mass Poor People’s Assembly and March on Washington today. The timelessness was felt in numerous moments, during the first livestream broadcast of that 3.5-hour event that drew more than 1.2 million of us to it through the Campaign’s event website and MSNBC’s live broadcast, that we came face to face with people—our fellow citizens—who are living in poverty. People struggling to survive. People who have been ignored for far too long. People whose faces we need to see. People whose voices we need to hear. And the timelessness is equally obvious when we return to a recording available online to live or relive part or all of that unifying call to positive action centered on a set of interrelated fundamental principles and demands.
It’s another powerful example of how much our world is changing around us as we continue adapting to shelter-in-placeguidelines implemented in response to the current coronavirus pandemic. Many of us are learning, for the first time, how to work effectively from home. Or to learn online. Or to meet or celebrate significant moments (e.g., birthdays) or even engage in conversations over meals “face-to-face” via Zoom and other online platforms.
It was only a matter of time, therefore, that the need to continue pushing for social change through large-scale gatherings—even, if not especially—during times of incredible upheaval and tragedy at a personal, regional, national, and global level would force us all to become a bit more creative in our approaches. And its obvious that the organizers of the Poor People Assembly and March not only figured out how to do it online (after their original plans for an onsite assembly and March on Washington were derailed by the onset of social distancing), but how to do it effectively and engagingly online.
The stunningly beautiful result is that it worked. The ability to participate online undoubtedly made the event accessible to far more people than would have been able to join it if they had to be onsite. The adaptations required by the move from onsite to online interactions created unique opportunities for the faces to be seen and the voices to be heard through first-rate editing of recordings from well-known religious, political, social, and arts-and-entertainment leaders as well as those more important: those directly affected by poverty and numerous interrelated challenges. And even though it was, in essence, a “live” recorded production, there was a very real level of interaction made possible through the use of #PoorPeoplesCampaign on Twitter to capture and react to moments that struck many of us at a personal level. (When the event was at its peak, the hashtag was near the top of a list of terms drawing the highest levels of engagement on Twitter.)
Furthermore, the fact that the live/recorded event was scheduled for three livestreams over this particular weekend provided an interesting opportunity to participate in an extended synchronous/asynchronous way. Having to leave the initial broadcast and the dynamic, almost overwhelmingly flow of tweets during the initial event this morning, I was sorry I would not be able to stay for the final hour of the event. Doing a bit of post-event catch-up later in the day with a friend who was involved as an event volunteer, I realized I was free at the moment where the rebroadcast would be recreating the moment when I had originally had to leave. So, I rejoined it (several hours after the initial broadcast ended) right at the moment of my departure. And discovered, to my surprise, that it felt as if those intervening hours had not at all existed. Because a new group of participants was equally engaged. Equally active on Twitter. And helping to create the sense of continuity and engagement that accompanies participation in any well-designed event designed to draw us in; help us understand that we are part of a vital, vibrant action-oriented community; and inspire us to take the positive actions we know we need to take if we want to create a new and better normal to replace the far-from-perfect normal we had before COVID-19 and additional tragic deaths of our fellow Americans drove us to this moment of need for decisive action.
Because of my own tenuous connection to the Campaign (through the friend who has been actively volunteering for it for a considerable period of time) before today’s march and assembly, I had been watching for signs of traction during the weeks and days before the event. I was disappointed—but not at all surprised—to see that mainstream media coverage in anticipation of the event was, to be charitable, minimal; doing an online search for pre-event coverage via Google showed far more attention being given to the latest (onsite) rally (in a time of social distancing) scheduled by our president than was given to the Poor People’s Campaign event. Mainstream media representatives clearly remain woefully and pathetically unprepared for and unable to detect the significance and draw of events that are taking place online rather than onsite. But that doesn’t tell the full story, for the event was gaining plenty of attention in online environments and platforms, including on Facebook and on the event website, where people were being invited to and committing to attending not only by completing online RSVPs, but also putting a very real face to their participation by posting selfies and adding brief descriptions as to why they were committed to participating in the event and supporting the Poor People’s Campaign.
And now that the march/assembly has actually “taken place,” the relative lack of mainstream media attention seems to be dissipating a bit. A story posted earlier today by The New York Times is drawing more attention to the gathering and what it was designed to promote, and more coverage by others is bound to follow soon.
What all of this suggests for those of us tracking and writing about how social media and other online platforms are changing the face of social change is that our landscape is continuing to evolve quickly. There are possibilities that are tremendously under-explored. And we are still in the fairly early days of experimenting with and understanding the massive changes that our technology is capable of producing.
The march/assembly, as I write this, appears to be over. But it really isn’t. It continues anytime any of us takes the time to watch part of all of the event in any archived version. Opens his/her/their heart to what is being proposed/requested/demanded. And then takes whatever steps are possible to address and resolve any of the numerous challenges we are facing. Because we are all in this together.
The connections between the stories of March for Our Lives and Fridays for Future provide particularly noteworthy examples of how quick, consistent attention to the complementary nature of online and onsite (blended) interactions, and onsite-online organizational skills, led to successes for both groups. The process of creating a strong, sustainable March for Our Lives movement and organization, well documented in Dave Cullen’s book Parkland: Birth of a Movement and Lauren and David Hogg’s book #NeverAgain: A New Generation Draws the Line, rose out of the activists’ almost immediate recognition that building a strong organization would be essential to success; they drew upon experienced, knowledgeable supporters to help them after quickly recognizing that they needed to establish a nonprofit foundation to manage the large donations made in support of their efforts. Inspired by March for Our Lives and an earlier protest, in which students stayed away from school to stage a “climate strike” timed to coincide with the opening day of the 2015 United Nations Climate Change conference in Paris, Greta Thunberg began her school strike—an initially solitary effort calling attention to climate change—by standing alone (with a handmade sign in hand) in front of the parliament building in her own country in August 2018. Recognizing that she would need a well-run organization to support her efforts, she established Fridays for Future that month. She continued to combine her onsite efforts with online posts (through Twitter, Facebook, and Instagram) to call attention to her climate strike—an effort that steadily attracted a growing, yet relatively small group of supporters. The moment of transformation in terms of the amount of attention she was drawing to her cause came when that combined onsite-online effort led her to the opportunity to address members of the United Nations late that year, when she was 15 years old: attention through mainstream media outlets as well as through tremendously larger numbers of responses via Twitter (going from a few thousand responses on Twitter before the UN speech to more than 483,000 mentions by August 2019) allowed her make “an unquestionable impact,” and “nowhere is that more apparent than on social media,” Paul Herrera notes in an article for Maven Road.
At the heart of all this is community—onsite, online, and at the level of the blended efforts so frequently apparent to you as engage in your own world-changing efforts and as you follow the work of those you admire for their world-changing actions.
Tips designed to create, nurture, and sustain these blended communities include establishing organizational plans—with strong mission, vision, and value statements—that help keep community efforts focused and measurable in terms of achievements vs. goals that remain unreached. They include a commitment to building relationships that allow your colleagues and supporters to see themselves as your partners in creating the change you are proposing to make. They are centered around a commitment and ability to tell your story briefly and engagingly through all means available to you onsite and online—in ways that are personal and invitational rather than coldly factual and distant. They are built upon an understanding that change—small-scale as well as large-scale—is a step-by-step process that requires building upon the successes you achieve and that are not derailed by the inevitable setbacks, opposition, and even harassment you and your colleagues will face. They include a commitment to learning from others—those who support you as well as those who oppose what you are attempting to accomplish—with a well-maintained commitment to empathy so you can understand why others might not be as enamored of what you are attempting to do as you are, and they require a strong commitment to frequently thanking those who support you and doing everything you can to keep those supporters informed, involved, and energized—actions that take you far beyond any mistaken belief that social media is a magic bullet that, once fired, resolves everything you and members of your community are attempting to resolve.
When you think about the stories you have heard or read regarding online harassment—including trolling—through social media, you can easily make the mistake of thinking it won’t affect you. You might even unconsciously—as I have occasionally and unexpectedly found myself doing—mistakenly assume that those who are on the receiving end of trolling and other forms of online harassment are only the highly-visible world-changers taking controversial stands (as if that somehow fully explains why they are being harassed).
If you follow social media at all, you know that many people—those affiliated with Black Lives Matter, March for Our Lives, and Me Too, for example—have been subjected to trolling and other forms of harassment that are vicious, tenacious, threatening, and, at times, emotionally overwhelming. It interferes with their ability to continue or complete their work. It leaves them emotionally drained and feeling isolated. And it takes a toll on those around them, including family, friends, co-workers, and employers.
What you might have missed is the fact that plenty of others who are attempting to foster positive change in their communities through what they see as routine, uncontroversial actions have been equally traumatized by those who oppose them or simply take pleasure in provoking strong emotional responses among those they perceive to be weak, appropriate targets to torment. A study released by ADL (the Anti-Defamation League) in October 2019 suggests that more than a third of all Americans have “experienced severe online harassment”—which means that you don’t have to look very far to find someone who has had this experience (if it hasn’t already happened to you). And if you are at all confused by what a troll is and what behavior helps you identify a troll, you’ll find Todd Clarke’s list of “5 Signs You’re Dealing With a Troll” helpful in making that identification: “1) They’ll try to make you angry. 2) They act entitled. 3) They exaggerate. 4) They make it persona. 5) They often can’t spell.”
When the reaction of those who wanted to torment each of the librarians began to hit, several of the recipients of trolling and other forms of online harassment were stunned and transformed by what they experienced, they said. They were “doxxed”—their contact and other personal information (e.g., email addresses, home addresses, and home phone numbers) were widely disseminated online—as part of a campaign to not only discredit them but also to interfere with the work they were doing. And, in some ways, it worked. At least one of them asked her employers to remove her contact information from her university’s website—a process that took far longer than expected because no one seemed to be prepared for the trauma that the librarian was experiencing as a result of a weeks-long barrage of threats and hate mail, nor seemed quite sure of how to respond expeditiously to the request. A few of the librarians sought help from a variety of sources, including members of police departments, but found that support was lacking because no actual crimes had been committed by those threatening (rather than actually committing) acts of violence against the librarians and their families.
A fifth librarian (who was originally scheduled to be part of a panel discussion I attended, but ended up telling her story online after she was unable to attend the conference) offered a bit of positive news: her employer was behind her all the way from the time the harassment began.
“Thankfully, and much to my honest surprise, my employer had my back,” she wrote in a piece posted on Medium.
What all of this suggests is that in preparing for that awful moment when—not if—you are on the receiving end of trolling or other forms of online harassment, you need not be or feel as if you are alone; there are steps you can take to lessen the trauma and frustration harassment is designed to provoke; and you can draw upon your community of support to help you through the experience in ways that allow you to continue engaging in positive actions to help change your world.
On the theme we were pursuing earlier: it seems pretty clear that EveryLibrary sees part of its work as the work of training/educating prospective supporters. How do you train your own trainers (e.g., board members, volunteers, other supporters involved in reaching out to prospective supporters) to serve effectively as supporter trainers?
That’s largely a personality issue. People who want to be trainers will be—and if they want to be, then we’ll take the time to teach them how. It’s really hard to teach people to be trainers if their heart isn’t in being a trainer. It’s much easier and more efficient, in my experience, to hire for personality and then teach skills. I can teach anyone to do the work, but if they don’t want to do it, or if they have a personality that doesn’t engage like that, then I can’t teach someone to change their personality.
Are you doing those trainings face to face, online, both, or in some way that I’m just not putting out there through this question?
Training to do the work of the organization or the work of advocating for libraries in general?
Was thinking specifically about the advocacy side of the process…
Sure, so we do a ton of speaking, workshops, webinars, etc. every year. We don’t do enough “onboarding” of people who want to get involved, and we’ve had complaints about that from the community. But, we are doing so much so quickly that it’s hard to onboard someone. We have about a dozen really active volunteers that do a lot of work for us and for libraries, and it’s admittedly one of our weak points that we don’t have hundreds. We’re trying to change more into the networked change model of organizational development, but that’s a big curve and we just don’t have the capacity to make that switch this second. But we’re really close to being able to do a lot of advocacy training and onboarding of board members, volunteers, etc.
We are using Facebook to identify volunteers and find the kinds of people who want to be engaged at a much deeper level. So, we have volunteer sign-up forms and everything. We also organize volunteer days and other events for volunteers to get involved, but we’ve gotten mixed results with that. Still, the only people showed up were people who had more personal relationships to us beyond just Facebook ads or posts or whatever.
Anything else you want to offer in terms of tips about Facebook?
A million things…but one of the biggest things that we use are all the deep data tools that Facebook allows to help us create really significantly data-driven ads. So, we can run ads about donating to just people who are known donors to causes that are similar to libraries, and we can target them by a bunch of consumer index models. So, people who are donors, who have kids, who like libraries, who make 50,000-100,000 a year, and are in their thirties, can get an ad that is specific to them and their beliefs and Facebook gives us a ton of data about those people. For example, I can see that these people are mostly made up of “Tenured Proprietor” and those kinds of people are made up of “households are large, upper-middle income families located in cities and surrounding areas. Activities, media and spending all reflect priorities of home and children.” This helps us craft ads about libraries and donating to libraries around those interests. Of course, we can also see what their top “likes” are on Facebook and other issues that they care about, and [then] tailor ads just for them. Connecting the value of librarianship to their already held beliefs is how we radicalize them about libraries. We aren’t changing their mind about libraries; our goal instead is to connect libraries to their already held beliefs and then, by doing that, we are raising the value of libraries to them.
What’s one positive example of how Facebook provided good results for those EveryLibrary serves?
We used Facebook to drive our petition to fight against the closure of libraries in Mary Esther, Florida. The town board was going to close the library so they could hire another sheriff, and the Sheriff’s Department was pushing really hard for them to do it. It meant more money for police, and the complete loss of the library.
So, we worked with the folks on the ground in Mary Esther to put a petition together. We used our large network on Facebook and our email to make this a national issue. Small-time local politicians often hate it when their decisions become negative national news. So, we ran a ton of dark ads in Mary Esther and the surrounding area as well as national organic ads, and they got their email blown up by the response. Having that large network on Facebook who are already familiarized with our work and the threats to libraries that already existed meant that people were prepped and ready to take action like sending emails to the town council.
There’s a very sweet passage in that EveryLibrary posting:
“This note of thanks doesn’t just belong to us, but it also belongs to each of you who have stood up for libraries in the United States through your donations (it costs less than coffee to support libraries), signatures on petitions, and pledges to support libraries.“
It implies partnership/collaboration/cooperation/humility (i.e., it’s not all about us). Do you routinely draw people in with that sort of invitation to engage in your social media outreach efforts?
We do. But it’s because we spent a lot of time cultivating our audiences and educating them about the issues. We spend between $50-$100 in Facebook network ads to our highly specified audiences to educate them and rally them to become ready to take action for libraries. Basically, we’re radicalizing Americans about libraries because only radical or ardent supporters of anything will take action. In fact, something like five to seven percent of an educated audience will take action on any given issue, so we spend a lot of time and money educating larger audiences and networks about the issues around librarianship.
Looking at the mechanical side of that first: roughly how much do you spend each year on Facebook network ads, and what percentage of your overall budget (approximately) is that?
We have a budget of $36,000 for media ad buys through Facebook. Then we try to add some to that. It’s about one-third of our budget. But because of the way we structure our campaigns, we also use them to fundraise—which means we make a significant portion of that money back each year and typically we make about 5-10 percent on our social media and advocacy strategy overall. So, we spend $36,000, but we make around $40,000-50,000 through them and with our email list.
On the theme of cultivating/radicalizing your audience to spur audience members to action: what steps would you recommend others take to achieve the positive results you’ve achieved?
The thing to remember is that it’s a really long process. Social media ads that ask for donations just don’t work. You can’t run an ad that says, “give us $10” and expect to get back more than you spend. It either doesn’t work, or I don’t know how to write those ads in a way that draws in donations. So, about one-half to three-fourths of our spend is just about communicating with our audience about who we are and what we do and why libraries are important. We also use it to open dialogues with audiences of people so it’s not a one-sided conversation. The other one-half to one-fourth is on direct action, such as signing petitions, joining coalitions, etc. And it’s those actions that yield our donations. “It’s not a one-side conversation”: Care to offer some brief thoughts on the importance of avoiding social media as a broadcast medium while ignoring the “social” side of it?
Well, it is a broadcast medium, really. But, there are still ways to build conversation into those broadcasts. So, we run petitions, people can message us on Facebook, we reply to comments on our posts, we respond to emails, and have places where people can directly talk to use—we address a lot of issues that come up there. But our most powerful dialogs are not in Facebook. We use Facebook as part of a holistic communication strategy. So, we organize events and fundraisers where people can have direct access to us or have dialogs with us IRL. Because those are really the conversations with the highest ROI.
[Thanks for adding that comment about the most powerful dialogs not being on Facebook; can’t emphasize that enough in a book that focuses on social media as part of an overall activists’ tool kit.]
Our biggest donors and library supporters are really the people who have learned about us on Facebook—our broadcasts—and then contacted us or had a dialog with us in some way.
Facebook as a “gateway drug” to social engagement!
LOL, yes. This is your brain on Facebook. Any questions?
When you think about exploring how online fundraising can contribute positively to your efforts, you might want to start by spending time online reviewing the work of GoFundMe Chief Executive Officer Rob Solomon who, Smart Company suggests in a headline to a story about Solomon, “wants to change the world.”
Solomon, writer Denham Sadler reports in that article for Smart Company, “says GoFundMe, a crowdfunding platform for personal causes, is creating real change in the world and using the power of the startup capital of the world for good.” It is a website and an organization that centers around the efforts of individuals willing to go online to seek financial help from others to meet personal needs (funds for school, funds to cover medical expenses, and myriad others) as well as larger needs, such as obtaining millions of dollars to support the March for Our Lives project and providing funds to families affected by the Parkland/Marjory Stoneman Douglas High School shootings; collecting $22 million for the Time’s Up Legal Defense Fund “to provide legal support to people who have experienced sexual assault and harassment in the workplace” [the most successful GoFundMe campaign in 2018], and helping numerous others all over the world.
As is the case with so many other social media tools we can explore, it is a service and an endeavor very much grounded in the art of inspiring action through storytelling; people are moved to contribute through the heartfelt descriptions provided by those organizing and managing the various campaigns showing how donors make positive differences through their generosity and willingness to collaborate with people they didn’t previously know.
“The biggest surprise is how much positivity there is in the world,” Solomon said in an interview, with Shubert Koong, that was published on the WePay blog. “News cycles and the social web often present a barrage of negativity. Yet I’ve been surprised by just how much people are compassionate, sympathetic, and empathetic—they genuinely want to help. And the power of the people collectively—which we’re happy to support—can have an impact that is massively outsized even compared to some of the largest foundations and individuals in the world.”
It clearly does not operate in a vacuum; the most effective campaigns, regardless of the fundraising goals set, reach potential donors through the use of a variety of other social media tools (including Twitter and Facebook), other mainstream media resources (e.g., newspaper articles; news coverage on television locally, regionally, nationally, and internationally; and radio programs), and numerous, creative outreach efforts from individual to individual and organization to organization. It is one of those social media tools that can be integrated easily into other social media tools to extend the reach of the messages posted and requests made. And as is the case with any good fundraising effort, it requires honest, well-planned, and well-executed campaigns that leave no doubt as to the veracity of the stories told and the positive impacts donors can have by giving at any level that is comfortable to them.
GoFundMe also provides a magnificent infrastructure for those using its services. It offers easy-to-assimilate guidance on how to set up and manage campaigns; provides plenty of ideas on how to reach the largest possible audience for any campaign posted on the site; and maintains a dynamic set of pages listing current campaigns as well as documenting campaigns that have reached successful conclusions. It reminds you, once again, that one of the best ways to understand social media is to explore it to see how others use it successfully to further their causes and reach their goals.
An example cited by Solomon during a 2016 Startup Grind Global session involves James Robertson, a 56-year-old factory worker in Detroit who could not afford to buy a car, so was walking twenty-one miles every day to go to work and return home—leaving him with just a couple of hours every night to sleep before beginning another excruciatingly long walk and work day. Evan Leedy, a 19-year-old who became familiar with Robertson’s story, was moved by Robertson’s plight and his commitment to not losing the job he had struggled to obtain, so he started a GoFundMe campaign with a $25,000 goal to help Robertson buy a car and obtain payments for automobile insurance for at least a few months. Donations began pouring in almost immediately, and by the time the campaign was terminated 51 months later, more than 13,000 people had donated a total of $350,044 to change Robertson’s world in a positive way—and brought Leedy and Roberton together at a personal level that would never have occurred if GoFundMe hadn’t been—and provided—a vehicle to connect them.
An obvious lesson learned from GoFundMe success stories is that small dreams and plenty of hard work can and often do produce huge results. Online platforms like GoFundMe can help you obtain the funding that supports the changes you are attempting to foster.
When members of the Elders Action Network want to meet, they don’t immediately begin booking flights, hotel rooms, and meeting sites. They often turn to Zoom, one of several videoconferencing tools that are increasingly becoming low-cost (or no-cost) go-to places for meetings that can combine onsite and online interactions.
The Network, primarily comprised of older activists living throughout the United States and actively engaged with each other locally, regionally, nationally, and through international travel and online interactions, includes educators, nonprofit administrators, environmentalists, writers, and others actively working together to change the world. Among the nearly three dozen representatives listed on the organization’s website and promoting positive solutions to societal and environmental challenges are Michael Abkin, National Peace Academy board chairman and treasurer; Lynne Iser, founding executive director for the Spiritual Eldering Institute, founder of Elder-Activists-org, a symposium facilitator for the Pachamama Alliance, and a participant in the making of the film Praying with Lior, which explores the story of how a member of her family (her stepson) with Downs Syndrome interacts in his community of faith as he prepares for his bar mitzvah; and Paul Severance, administrative director for Sage-ing® International, is a member of Al Gore’s Climate Reality Leadership Corps.
Their live and archived Zoom sessions provide a dynamic example of how you can easily use what you already have—a desktop or laptop computer, or a mobile phone or tablet—to incorporate videoconferencing into your work to consistently develop communities committed to fostering positive actions regardless of where you live. Zoom—with free and low-cost versions—offers them a dynamic social media tool that creates an onsite space for workshops, book discussion groups, webinars, and monthly community conversations among members of the organization’s “Elder Activists for Social Justice” and “Elders Climate Action” groups. In the live sessions, participants can see any colleague using a webcam and can hear any colleague enabling the audio capabilities of his or her computer or mobile device. Zoom, like many other video-conferencing tools, offers visual options including a screen filled by the image of the person speaking; a screen that has thumbnail images of all participants using their video feed; sharing of material (including slide decks) from a speaker’s desktop; and a live chat function that allows for backchannel conversations augmenting what is taking place in the main audio feed.
Some of the community conversation recordings are archived so the life of those meetings/conversations extends far beyond the live events themselves to engage others who are interested in but unavailable to participate live during the recordings. They become part of the seamlessly interwoven conversations you, too, can be having with members of your own community.
As members of the Elders Action Network have discovered, you don’t need to be physically present with your colleagues to have “face-to-face” conversations. Using Zoom or other videoconferencing tools can, under the right conditions, make participants feel as if they are in the same space, having productive, community-building interactions regardless of where each participant is physically located. Recordings that are well produced can even leave asynchronous participants feeling as if they are/were in the live sessions. (I have repeatedly found myself reaching, without thinking, toward my keyboard to respond to comments in a chat feed before remembering that I am trying to respond to a live conversation that ended days, weeks, or even months earlier.)
In many ways, Zoom offers a great contemporary example of how your onsite and online interactions are increasingly merging if you take time to explore how Zoom, Skype, and other videoconferencing tools can create a sense of presence—telepresence or virtual presence—that creates engaging, global spaces where activists work together to foster social change. When you begin exploring the possibilities of collaborating online through the use of telepresence tools—those ever-evolving platforms including Skype, Zoom, and Shindig that, when used effectively, can make you feel as if you are in the same room with people who can be sitting on the other side of your state, your country, or the world—you discover what so many others before you have realized: our options for communicating with each other regardless of our physical locations are continuing to evolve rapidly in ways that can make our work easier than would otherwise be possible.
Exploring the technical side of telepresence tools provides a somewhat cold, efficient understanding of what they can offer you and those you serve. Actually seeing them used or using them yourself to achieve concrete results carries you right where you need to be: understanding that they can create a sense of presence and engagement that further expands the breadth and depth of your community, your levels of engagement, and the size of the community in which you work, live, and play. And remember: play, as always, is a key element of using these tools to their fullest potential; bringing a sense of playfulness to the ways in which you incorporate them into your change-the-world efforts is a surefire way to use them to produce results rather than making them the focus of your work and, as a result, detracting from rather than supporting what you and your colleagues are attempting to accomplish.
You clearly have strong, positive thoughts about the state of training-teaching-learning-doing in libraries. How does your continual fostering of the community of learning at the heart of T is for Training pay off for you and those you serve in your own library, community, and larger community of learning that extends through the American Library Association, Library Information & Technology Association division, and other parts of your learning environment?
Because of the show and conversations related to it, I am better at my job than I would be without it. The show is my training, continuing education, and master class. I know more about various aspects of my profession than sometimes I want to remember that I know. Also, I can bounce new ideas or steal great ones from the folks who appear on the show. In fact, just today, someone was looking at my office door where I have the “future literacies” graphic [from Jonathan Nalder’sFutureWe project] affixed and thought it an interesting concept. I would have been able to sort of explain the concept about various skills needed in the future, but just the graphic and conversation with our friend in Australia [Nalder] was insightful and incredible and that would not have happened without the T is for Training network in general and Paul Signorelli in particular.
What a wonderful expression of the global nature of the community you’ve fostered through T is for Training—and how the collaborative nature of that community connects a project like Jonathan’s with what you are doing here in the United States.
Let’s shift gears and go under the hood a bit for the benefit of those who don’t know how to start. What led to your decision to use TalkShoe as the platform for the podcast?
Because the show that inspired T is for Training, Uncontrolled Vocabulary, used it and it allowed folks to participate without using a computer—with just a phone call. Now is it way easier to participate on the show in front of a computer? Yes—but I have had folks just call from their car and still be able to actively participate in the show, which is a bonus. Also, it does all of the recording generating work and all of the work sending it to iTunes in the background, so I don’t have to worry about it. At this point, I am too lazy to move, unless there was—knock wood—some catastrophe at TalkShoe—then I would be hosed. I should probably download all the episodes……Hmm….[editor’s note: the hypothetical catastrophe actually occurred shortly after this interview was completed in spring 2018; T is for Training episodes recorded before 2015 disappeared from the TalkShoe server.]
Yes, please; was just going to ask about your current back-up for the archives, but already see the answer.
On a related topic (in terms of setting up): what would you recommend in terms of equipment and setting for the recordings of a podcast?
I record live episodes via a phone connection, so if you can, use a headset. It is way more comfortable than holding a phone up to your head for an hour. That goes even for a non-cell call. Try to find someplace with few disturbances to set up to start the show. If you use TalkShoe or some other similar service, you may or may not have an open chat to monitor, and will need to have a computer set up to do so.
If you are recording the podcast, then editing the podcast, then putting it somewhere for folks to find, you can do it for not-too-much money. Even basic smart phones can record and create a sound file you can upload somewhere for someone to find it.
When I do that method of recording for future use, I use a computer with Audacity to capture and edit the sound recording, and use a microphone, by the Blue corporation, called a Snowball. You can also use the Blue Yeti. They are both good microphones for around 100 or so dollars and plug directly into your computer to create your recording. I know other podcasters use Apple-based products to record and edit their podcasts. I encourage you out there to ask your favorite podcaster, “Hey, what do you use to record your show?” and they can tell you their set-up.
Any other advice for anyone considering the use of podcasting to help foster positive social change?
Be honest, real. Start small and start with what you have—most importantly, your good friends and colleagues. Don’t be afraid to ask for help and hang on for the ride.
Celebrating Life. Making positive connections and collaborating with people from around the world. Living everyday with positive energy, possibility, passion and peace of mind. Learning from a School Counsellor lens. I'm not a Counsellor because I want to make a living. I am a Counsellor because I want to make a difference. Gratitude for ETMOOC roots.
Posted by paulsignorelli 
The story is rooted in the realization that there is something primally comforting and deeply inspirational about musical collaboration involving the human voice. It flows from the recognition that singing together can be a language of community. Creativity. And hope. Singing together and hearing others sing together in our online/
It’s another powerful example of how much our world is changing around us as we continue adapting to 
The connections between the stories of March for Our Lives and Fridays for Future provide particularly noteworthy examples of how quick, consistent attention to the complementary nature of online and onsite (blended) interactions, and onsite-online organizational skills, led to successes for both groups. The process of creating a strong, sustainable March for Our Lives movement and organization, well documented in 
Tips designed to create, nurture, and sustain these blended communities include establishing organizational plans—with strong mission, vision, and value statements—that help keep community efforts focused and measurable in terms of achievements vs. goals that remain unreached. They include a commitment to building relationships that allow your colleagues and supporters to see themselves as your partners in creating the change you are proposing to make. They are centered around a commitment and ability to tell your story briefly and engagingly through all means available to you onsite and online—in ways that are personal and invitational rather than coldly factual and distant. They are built upon an understanding that change—small-scale as well as large-scale—is a step-by-step process that requires building upon the successes you achieve and that are not derailed by the inevitable setbacks, opposition, and even harassment you and your colleagues will face. They include a commitment to learning from others—those who support you as well as those who oppose what you are attempting to accomplish—with a well-maintained commitment to empathy so you can understand why others might not be as enamored of what you are attempting to do as you are, and they require a strong commitment to frequently thanking those who support you and doing everything you can to keep those supporters informed, involved, and energized—actions that take you far beyond any mistaken belief that social media is a magic bullet that, once fired, resolves everything you and members of your community are attempting to resolve. 
What you might have missed is the fact that plenty of others who are attempting to foster positive change in their communities through what they see as routine, uncontroversial actions have been equally traumatized by those who oppose them or simply take pleasure in provoking strong emotional responses among those they perceive to be weak, appropriate targets to torment. 
One of the most surprising set of targets I have encountered included several librarians who were simply doing what librarians do: fostering positive change within their communities by responding to the needs of library users and library colleagues through the creation and posting of resources to help them find information they need. (I first heard their stories while attending the panel discussion 
On the theme we were pursuing earlier: it seems pretty clear that EveryLibrary sees part of its work as the work of training/educating prospective supporters. How do you train your own trainers (e.g., board members, volunteers, other supporters involved in reaching out to prospective supporters) to serve effectively as supporter trainers?
We used Facebook to drive 
Solomon, writer 
Building Creative Bridges 