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:

Continue reading “Tuesday Tips: How to Embrace Facebook as a Campaign Platform”

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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Friend 2 Friend

Most voters are skeptical by nature. For proof, one need only look at the general approval ratings of politicians. The key to activating voters today is to reach them in a way that engenders trust, support, and the sense that they are being spoken to individually. The best way for campaigns to build this sort of rapport is to have volunteers introduce the candidate to their friends and families.

friends-1026523_1280Reams of recent data from the 2016 races demonstrate the value of relational organizing. That is, we now know affirmatively that a text from a friend moves a voter more than a text from a stranger, in some cases increasing turnout by almost 5%. This feels intuitively right. Continue reading “Friend 2 Friend”

Digital Volunteers: What They’re Good For

The world has changed drastically in the last ten years, and if your vision of how to best use campaign volunteers hasn’t changed, you won’t be winning many elections.

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Campaigns rightly think of engaging voters as a game of numbers. The most successful strategies and tactics contact the most voters, turn those voters into volunteers, and leverage those volunteers into even more voter-contacts. The goal is to reach as many constituents as possible. Data has proven that the best way to maximize outreach is to connect with voters where they are; today, that means we need to reach them on their cell phones and on social media.

Campaigns that want to expand their voting base and turnout need to think about their digital volunteering infrastructure. Campaigns that don’t have this sort of infrastructure need to build one (we can help with that), and those that do have this sort of infrastructure should work to improve and scale it (we can help with that, too).

Continue reading “Digital Volunteers: What They’re Good For”