All too many campaigns focus on the number of times they are posting online during the final days before the election. However these posts are only typically seen by roughly 10% of a page’s fans. That means if 1% of your district is a fan of your campaign on Facebook (which is fantastic), only 10% of that 1% will see any piece of content that you post on your page. The numbers on Twitter and Instagram aren’t much different either. So, are you spending too much time on posting online? The answer is complicated.
Your Facebook Fans = Your Most Loyal Fans
Who are your Facebook fans? They are your volunteers (and potential volunteers). They are your donors (and potential donors). They are closest friends and your strongest allies. They are not undecided voters in your district. They are seldom voters looking to decide who to vote for. If you understand this, you can better manage the time spent on your social media and maximize the potential results.
Instead of boasting your accomplishments on your page, ask your closest friends for help through donations or volunteerism. Instead of pleading for a vote from someone who is already most likely to vote for you, ask for them to share their support with their social audiences.
Your Priority Should Be Your Non-Fans
These seems a bit ironic but should guide your digital strategy. Now that we understand a little more about who your fans are, we must figure out how we can reach the most important online constituency… your undecided voters and those whom you may be able to turn.
You are not going to reach these people through posting online. The best way to reach these people through social media is through their advertising networks. Facebook (and Instagram) have one of the most robust social networks ever made available to advertisers. Facebook has even gone through the process of identifying individuals as “likely to engage in politics” and into categories including: very conservatives, conservatives, moderates, liberals and very liberals. The targeting is unparalleled and the cost is a fraction of direct mail. You can reach roughly 1,000 qualified individuals for only $10.
During a campaign, especially the final weeks, every minute and dollar counts. Smart strategists never waste either. While social media can be an incredible tool, it can also steal valuable time from important staff members. Understand your audiences and be sure that you are serving the right message to right people. Then you will be successful.
For more information about our strategic social media and advertising services, contact us at firstname.lastname@example.org or (773) 313-3530.