Facebook announced in January that it would prioritize “meaningful social interactions” and trusted friendships on users’ timelines. As the platform shifts its focus from public content to personal content, friend-to-friend sharing will dominate user attention. Tapping into networks of friends on Facebook — and what drives engagement in those networks — is more important than ever for campaigns that want to reach voters’ timelines.
Here’s how campaigns can put the social back in social media and use Team to reach voters through the personal networks of the campaign’s volunteers:
1. Mobilize the digital power of volunteers by coordinating campaign outreach online
Digital voter contact shouldn’t all be paid media; messages from friends, tailored for the people they know drives personal engagement. Campaigns can take advantage of Facebook’s new policy to prioritize posts from friends that “inspire back-and-forth discussion” by activating their volunteer networks online and reaching voters through their friends. With Team, campaigns can seamlessly coordinate volunteer digital tasks and share compelling messages that volunteers can tailor for their friends in real-time. Team also helps campaigns train and remind their volunteers to follow-up with potential supporters over Facebook messenger and texts. As more and more people encounter and engage with the campaign’s message, Team allows campaigns to optimize future outreach by keeping track of what messages work and identifying the friends volunteers should follow-up with.
2. Leverage social trust to cut through fake news and fake accounts on voter timelines
Facebook announced that the platform will also allow it users to rank their news sources by credibility and serve a more active role in curating their timelines. Although publishers worry the platform overhaul might diminish their reach online, campaigns will have an opportunity to strengthen contact by finding voters through their friends — and relying on the power of social trust to share their message. The Pew Research Center found that two-in-three U.S. adults say fake news causes a great deal of confusion about basic facts, and campaigns should embrace their volunteer network as a means of reaching voters through familiar and credible voices in their network. Campaigns should also practice digital vigilance and never share posts without first checking that the account is real: sharing posts from fake accounts can garner negative press and erode voter trust.
3. Use Team to harness the quantity and quality of volunteer connections on Facebook
We’ve found that every volunteer has a role to play in digital outreach, and Team enables campaigns to leverage a diverse set of volunteer networks in the ways they need. As campaigns work to reach new voters through their volunteers, Team can help engage people online through the quality — and not just quantity — of social connections. Team helps campaigns leverage every volunteer for their maximum influence, not just volunteers with the most voters in a campaign’s target universe. As Facebook continues to emphasize posts that close friends share and interact with, Team utilizes both the strength and volume of social connections online. In an instant, Team helps campaigns maximize their outreach and activate new networks of voters in their target universe.
The takeaway? Campaigns should focus on coordinating volunteers to share compelling, trusted content online and look to Team to leverage the strength of every social connection in digital outreach.
On a personal note, The Tuesday Company would like to thank Jiore Craig for giving our team some great ideas for this blog post!
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