Content is key for your campaign media strategy.
Does a spam email make you want to buy a product? Are you just thrilled to get a pre-recorded robocall from someone you don’t know? What about an unsolicited text?
You get the point. If unsolicited and irrelevant content annoys you, it is going to annoy voters when you do it to them.
Think of yourself as an editor. You are curating content for your friends and supporters, and your social media is like the front page of an old-fashioned newspaper. Don’t put boring classifieds on your front page. Your front page is for dramatic stories, some heartwarming news. Look for content that people will talk about—which is now called “sharable” or “viral.”
A dramatic picture of a crying child in the custody of ICE was one of the most sharable images ever posted on Facebook—and it generated over $20 million in contributions to a non-profit in Texas. Why was that special?
Because it was timely—and dramatic—and emotionally evocative and because the powerful Facebook algorithm began to target it to those who were likely to respond positively.
You might post a million times and never come close to this kind of response, because it is one in a million. But you can learn from it.
Find content that is interesting, evocative and most of all—new.
Just like the newspaper editor of days gone by, create a coherent mix of content. Some posts can be funny. Other posts shocking. Some posts informative. But mix it up.
A site that just publishes the latest outrage from Trump can and will get some traction—for a while. And remember, that it is now a crowded space. A little outrage is fine, but mix in some solutions and some heartwarming tales of local people stepping up to make a better world.
And remember the power of personal interest. If something happens out on the campaign trail that you share with your husband or mom because it moved you – share it with your online community.
PROTIP: Look at your analytics. Your Facebook page has built-in analytics that will tell you how engaging each of your posts has been. After 30 or so posts – look for patterns and learn from them. What kind of posts are getting the most engagement? Look for more content like that.
Learn more on how to build a digital strategy for your campaign in the recently released e-book, 12 Must-Know Facts About Digital Media, by SpeakEasy Political founders Eric Jaye and Danielle Winterhalter.