Tuesday Tips: How To Put The “Social” In Social Media

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.

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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:

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Tuesday Tips: How To Meet The New Facebook in 2018

Social media giants are rushing to overhaul their platforms after facing tough questions from lawmakers, former employees, and investors last fall. As campaigns begin building their digital programs, Facebook has proven to be the best way to engage the maximum number of voters online and push them to the polls: while only 29% of American adults use Twitter every day, 79% use Facebook.

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Here’s what campaigns need to know as Facebook rolls out their new policies — and how The Tuesday Company can help campaigns navigate the new digital landscape ahead of the 2018 midterms: 

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Tuesday Tips: How to Embrace Facebook as a Campaign Platform

Embracing social media platforms’ unique capabilities can help campaigns optimize their voter outreach. Campaigns should build robust profiles and post clear, persuasive content that delivers a candidate’s vision. Be strategic about how and when you post and collect actionable feedback on social engagement: every like and share can inform and enhance future outreach.

Here’s how campaigns embrace social media and reach more voters:

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Tuesday Tips: How to Make Compelling Videos on a Budget

Making videos to distribute online can be overwhelming, especially for campaigns working on a low budget. The good news is cheap videos with minimal production are often more persuasive online than expensive and over-produced videos.

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The most effective campaigns focus on producing many low-budget videos and strategically select which few messages merit professional production. Here’s how can campaigns can embrace cost-effective video production to drive social media engagement:

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Tuesday Tips: How to Drive Voter Engagement with Digital Content

Campaigns today are looking past traditional means of mobilizing voters to meet the digital age ‒ Facebook posts can also impact how people vote. This is especially important for progressive campaigns hoping to engage the rising American electorate: 88% of millennials and 74% of minority voters use Facebook on a daily basis. Campaigns must learn how to reach their target universe in the digital age of politics.

So what kind of content best drives engagement on social media? Videos, videos, and more videos!

Short, compelling videos ‒ not wordy posts ‒ have the biggest impact on social media. Facebook posts with videos attract 3x more likes than text-only ‒ and people gaze 5x longer at videos ​than ​static ​content. Campaigns can optimize voter outreach online with a high volume of low-cost videos. Remember that the best videos are those built for social media. As Facebook’s Sheryl Sandberg put it, “the most effective video ads are really built for social.”

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