When Facebook Has Principles

According to Facebook’s Rob Goldman, VP Ad Products, Facebook operates their ads by the following principles….

  1. We build for people first
  2. We don’t sell your data
  3. You can control the ads you see
  4. Advertising should be transparent
  5. Advertising should be safe and civil; it should not divide or discriminate
  6. Advertising should empower businesses big and small
  7. We’re always improving our advertising

Details of each bullet can be found here.

Kevin Perkins

#P Social Listening – “CA Gas Tax”

Here is the latest listener data for the California Gas Tax, November 1, 2017. The following are summaries points of the data, or discover your own on our interactive Dashboard.


  • Data – There were 8,270 tweets collected discussing items relative to the recent CA Gas Tax increase (November 1, 2017)
  • Period – The listening happened over a 31 day period (October 9, 2017 through November 10, 2017). There were 21 days of lead time prior to the tax going into effect, and 10 days afterward
  • Sentiment – Breakdown as follows:
    • Favorable:
      • Indications of positive attributes of rebuilding road infrastructure
      • Attitudes that the additional tax was not that much
      • Other States who are Republican-controlled not seeming to have a problem with their gas taxes
    • Neutral:
      • Advisories of the Gas Tax coming online
      • Getting your gas before it goes up
      • A journalistic “both sides” discussion on the tax’s impact
      • Electric cars being unaffected
    • Negative:
      • Overt displeasure toward the Gas Tax
      • Rage toward CA elected officials
      • Disbelief that people would vote for elected officials voting for this tax
      • The desire to move out of a crazy State like CA
      • Skepticism on timing (coinciding with “winter blend”/cheaper gasoline)


  • Huge Displeasure – There was an overwhelming 7-to-1 displeasure of the CA Gas Tax. The Negative and the Neutral advisories dominated the lead up to the start of the tax, and Favorable tweets began to slowly emerge once the tax was in place. The displeasure transcended both political parties (based on profile examinations & context)
  • Earned Media Effect – The Neutral sentiments were mostly retweets of earned media coverage of the tax going into effect, featuring both sides; there were many advisories to hurry up and fuel before you have to pay more
  • Highly Personal – There was a relatively low amount of Negative sentiment retweeting; this indicates a more personal relationship to the Gas Tax and a need to react to it as opposed to just sharing what someone else said
  • Not Many Reasons for the Tax – On the flip-side, the Favorable sentiment showed a great deal of retweeting, illustrating a deficiency of arguments for the CA Gas Tax, and echoing the common wisdom of the tax proponents

View the Gas Tax Dashboard here

  • Page 1 – Search Tweets, summarize sentiment, and visualize words
  • Page 2 – Drill into sentiment; keyword search & groupings

Kevin Perkins

SoCal Water Infrastructure Tour

The HashtagPinpoint team was fortunate to be invited on Metropolitan Water District‘s Southern California Infrastructure Tour.

While most Californians have heard of the Colorado River (Aqueduct) or perhaps the Oroville Dam, not much else attention is usually given to water infrastructure in California, especially SoCal. Needless to say, my eyes were opened to the amazing storage, conveyance, and treatment systems that go into providing water ubiquity to the lower half of the State.

About 30 of us hopped on a touring bus, and traveled locally to various MET facilities:

I’m struck with the balance of old infrastructure and new methods. The fact that MET surveyors and engineers were able to build high capacity waterways–in the early & mid 1900’s–to what is essentially a “desert” (SoCal)… blows my mind. There are contingencies for earthquakes, ways to generate power, routing from multiple sources, the latest sustainable filtration chemistry & techniques… the list goes on.

Upon finishing the tour, I was left with this thought: we shouldn’t take our water access for granted. Period. Some of that “old infrastructure” can be improved upon and there are new ideas for storage (Sites Project) and conveyance (Delta Bay Tunnels) in the North that need to get done. We truly need an “all-of-the-above” strategy for long-term water continuity–throughout the State–where fresh water, ground water, desal, recycled and imported water are used. #WaterIsLife

Kevin Perkins

#P Supports “Imagine A Day Without Water”

HashtagPinpoint® Joins Third Annual Imagine a Day Without Water Campaign to Raise Awareness About the Value of Water

October 4, 2017 – San Clemente, CA – Today, HashtagPinpoint Corporation joined the coalition of elected officials, water utilities, community leaders, and other businesses in support of the third annual Imagine a Day Without Water, a nationwide day of education and advocacy about the value of water. Led by the Value of Water Campaign, hundreds of organizations across the country will host events on October 12, 2017 aimed at raising awareness about the crucial need for investment in our nation’s water infrastructure to ensure that no American community is left without safe and reliable water.

Recognizing that an investment in our drinking water and wastewater systems, such as the Delta Bay Tunnels in California, #P is committed to promoting this awareness campaign throughout its Advocacy Network on Facebook and Twitter.

“We’re thrilled that HashtagPinpoint is a part of Imagine a Day Without Water. This national day of action educates our neighbors and public officials about the essential role water plays in all of our lives, and the threat that aging and underfunded water infrastructure poses to our communities and economy” said Radhika Fox, CEO of the US Water Alliance and Director of the Value of Water Campaign. “It is easy to take our water infrastructure for granted because it is often underground and out of sight. But, the systems that deliver water to and from our homes and businesses require reinvestment and upkeep just like roads and bridges. It is time to take action before we face a crisis.”

Our water infrastructure is aging and in need of investment, having gone underfunded for decades. Drought, flooding, and degradation are stressing our water and wastewater systems. A single nationwide day without water service would put $43.5 billion of economic activity at risk. In just eight days, a national water service stoppage would put nearly 2 million jobs in jeopardy.

While many of these challenges are regionally-specific and will require locally-driven solutions, reinvestment in our water must be a national priority. Imagine a Day Without Water tells the stories of the challenges we face when our water infrastructure fails, but also of the innovative solutions being implemented in communities nationwide.

Despite the vast challenges facing American water infrastructure, the good news is there’s great opportunity for investment. A study conducted by the Value of Water Campaign has found that there is over $220 billion in economic activity to be gained nationwide by closing the water infrastructure investment gap. The American public is already widely supportive of implementing these needed investments. Above any other pressing political issue, Americans name rebuilding our nation’s infrastructure as the issue they most want our elected officials to address.


Media Contacts

Kevin Perkins | Founder, HashtagPinpoint Corporation |
kevin@hashtagpinpoint.com | M: (949) 370-6924
HashtagPinpoint (#P) is a full-service strategic communications firm focusing on social targeting, listening, and advocacy.

Abigail Gardner | Value of Water Campaign Communications Director | agardner@thevalueofwater.org | o. 412 421 0809 | c. 412 977 3051
The Value of Water Campaign educates and inspires the nation about how water is essential, invaluable, and in need of investment. Spearheaded by top leaders in the water industry, the Value of Water Campaign is building public and political will for investment in America’s water infrastructure.

Rome Wasn’t Built In A Day, But It Sure Did Burn In One

One of the most frustrating things that I get to deal with in working with strategic communications are unrealistic goals. Too often, people believe that social media is the answer to it all. Don’t get me wrong, I understand the power of the platforms. People (me included) spend WAYYYY too much time on social media channels. It is where they get their news, see pictures of family and catch up with their favorite celebrities. That being said, it is also a great place for organizations and individuals to share their message. If people spend time on them, why not use that time they spend for the benefit of your message. Here’s the catch. If you wait till the 11th hour to start, don’t expect to walk on water in the first day. As I mentioned before be intentional but also have a plan. A social media plan is not 24 hours. Heck, it is not even 24 days! Come up with a posting strategy. A curriculum. Use sponsored posts to build an audience and share with that audience your message and do this over the course of a set schedule. Not just one month. All too often, many clients, whether they are advocating for their policy or running for office, wait till a couple months before and then hit the pedal to the metal. My recommendation.
Chum the water. Build a ravenous following. Make them BELIEVE in YOU and YOUR CAUSE and keep sharing your message that will share it will others. It is with THAT strategy that you will taste victory. Building your audience doesn’t happen overnight but waiting till the last minute will burn your campaign right to the ground.

Pasquale Talarico

Water Districts, Under Pressure

Ever since we started the CA Drought Monitor back in February 2017, our company has been through a whirlwind. By quickly creating a ravenous community around a serious and often misrepresented topic–“Water”–#P attracted the attention of a number of water districts throughout the State of California. Especially since these water districts are starting to see more of this:

Bottom line: residents are upset their rates are going up. They keep being told to conserve, while supply is the highest its been in 7 years.

There are legit reasons rates are rising, and there are inexplicable money grabs happening. Let me see if I can explain the differences, and who’s responsible:

Infrastructure – Most CA water distribution is done on infrastructure that was built in the 1900’s. With populations rising, this infrastructure needs to be replaced in favor of IoT/sensor driven models that reduce maintenance and extend infrastructure investment. Generally speaking, this investment happens in your local district.

Delta Bay WaterFix – Another type of infrastructure relief is redirection of existing water ways (State Water Project, Colorado River Canal, etc). A newly proposed route, the CA WaterFix, is an ingenious plan to burrow (2) 40′ tubes 150′ below land and have it run under the Delta Bay sensitive areas. This means: no disruption to sensitive ecosystems, reduces Bay salinity, and encourages ground water replenishment for agricultural end-points that have literally sucked the Earth dry. (See more about Bay Area Subsidence.) Meanwhile, increased demands from Southern California are satisfied in a way that doesn’t wreck the environment and is more efficient. Here’s a good panel discussion about the costs of the project, but it’s likely not to impact ratepayers as the project would be paid for by revenue bonds.

Government “Fees” – As of late, the California legislature has passed three controversial water bills (waiting Governor’s signature) that are new taxes for Californians: a climate bill tax, a drinking water tax, and a storm drain tax. These new “fees” supposedly help mitigate climate change, urban runoff, and drinkable water sources. However, from the way the bills read, it’s unclear how the State is allocating the funds, and more importantly, how it will be governed (likely by an unelected State Board in Sacramento). At least when your local Board messes up, you have the ability to vote someone out or recall them. This money, comes out of your pocket, and gets collected by local water district agencies on behalf of Sacramento.

The last point is significant. If the legislature can make broad, sweeping fee assessments at the State level, both the wholesale and retail water districts are in for trouble: 1) Consumers will blame local and wholesale for their significantly increased fees, while never seeing any improvements to local infrastructure or water way improvement, and 2) a State Water Board with authority to control water resources may be completely out of step with what’s happening/needed at the local level. So fees collected wouldn’t necessarily benefit the payers of a given district.

HashtagPinpoint is passionate about Water. And we will continue to stay on top of this important issue.

Kevin Perkins

Now is the Time to Lead

Almost every day, I get asked a series of questions on my approach to social platforms. Working for a high profile California State Senator, I have been charged with creating a strong message and disseminating the message to the masses.  It is often a challenge but extremely rewarding. Although I feel I do a good job, I know that I can do better.  As a party, we have NO CHOICE but to do better. We have the message that makes sense, but how will we share it in a way that people will listen?

Here are a few thoughts that I feel may help you get started on the right foot:

  1. Consistency – Nobody wants to follow a group on social media if they post once every few days. The social media platforms that have created “ravenous” fans will want to know what you’re saying–as soon as possible. If you are not posting each and every day on various platforms–several times per day–you are missing the boat. And know this: once they’ve left, it is almost impossible to get them back.
  2. Intentional – Have a plan. When I was a kid, my mother would remind me to never do something to “just do something”.  Rather, have a purpose each and every day. Know “why” you are making that post. Understand your audience. Finally, make a plan and execute it.
  3. Professional – Nothing says “cute” more than frolicking kittens. On the same note, nothing says “strange” more than frolicking kittens on your professional page. We all need some levity in our lives, but it’s important to understand the time and place.

In the end, it is work. It is a lot of work. Often times, we look to an intern or someone who does not fully understand the importance of messaging and say, “Hey, you know how to do Facebook, can you handle our page?” and think that’s enough.

Just so you know, it isn’t.

Now is the time to lead,
Pasquale Talarico

#P Social Listening – “CA Water Rates”

The latest listener on recent CA water legislation… 515 Tweets over 9 Days. There was a 4-1 unfavorable reaction.

Interact with it here: http://bit.ly/2whGbIK

Word Cloud – Page 1

Sentiment Pie – Page 2

Kevin Perkins

Water Tax Enthusiasm & Control

State Sen. Bob Hertzberg, D-Van Nuys, pumps his fist in celebration after his storm water bill was approved by the Assembly, Thursday, Aug. 31, 2017, in Sacramento, Calif. If signed by the governor, Hertzberg’s SB231 would let local governments charge residents for storm water management systems without voter approval.

Sen. Steyer calling for SB 623, because California is have “a safe drinking water crisis”

A bill passed in the CA Assembly Thursday, August 31, 2017 would in effect tax rain.

Yup, that’s right. Rain.

The lawmakers in Sacramento have decided that local governments would be allowed to TAX (not “charge” as it claims) residents without even getting their approval for such a measure. The bill claims the exception for “sewer, rain, and refuse”, which would circumvent a 1996 law requiring Californians to approve new taxes. It’s not clear what the fiscal impact will be. My guess is it will vary from community to community.

But there’s a larger water tax & control play happening in Sacramento.

The latest Senate Bill (623) “will impose, until July 1, 2020, a safe and affordable drinking water fee in specified amounts on each customer of a public water system, to be administered by the state board, in consultation with the California Department of Tax and Fee Administration, in accordance with the Fee Collection Procedures Law.” What’s happening is you will have to pay into a fund for all water use: drinking water (bottled, tap), irrigation, farming, etc. This, in essence, removes local controls from the water districts and centralizes it all into a tightly controlled Board of unelected officials who will set the fees (“taxes”) and set the rules on consumption.

Kevin Perkins