The truth is, you can’t really win or lose an election on Facebook. As powerful as Facebook is, it only amplifies the campaign message and needs all the other pieces in place to drive a candidate over the finish line. However, when you lose an election by 1% or 2%, Facebook (like all the other of the pieces of the puzzle) can be the deciding factor. Many primaries have been won or lost by 1% or 2% this year.
USUALLY, I WOULD SAY IS A PAID GAME AND NOT TO RELY ON ORGANIC REACH. #HOWYOLOSE
With political campaigns it’s the other way around. The organic reach, audience composition, post targeting and Facebook Live are the focus with paid playing an important but secondary role.
Political content on Facebook is a huge deal. Look at Donald Trump. He has had massive coverage on Facebook, winning the share of political conversation almost every day so far in 2016. In fact, it took the first woman ever to win the presidential nomination from her party to take over as the #1 talked about politician on Facebook on June 7th 2016. That was a close 50% to 45% race.
MOST PEOPLE WANT TO TALK ABOUT POLITICS ON FACEBOOK.
SO IS THERE GOOD GROUND TO POST ABOUT POLITICS? #HOWTOLOSE
From our experience it is the opposite. When our candidates talked about politics the reach, engagement and reactions were less than half of their non-political posts. People buy people, and Facebook is the channel to make an emotional connection with voters. By opening up to them on their Facebook newsfeeds (99% of people see political posts on their newsfeeds and don’t visit the candidates Facebook fanpage), you can communicate the values, ambitions and character of the candidate. Best here to weave in important policy motives, ideas and solutions and not force them through social media.
HOW ABOUT ONE OF THOSE SLICK TV ADS WITH THE CANDIDATE LEADING
A PACK OF HAPPY ACTORS INTO A WAVE AND A SMILE? #HOWTOLOSE
You have to be authentic on Facebook. Within the one to one relationships your campaign has with the Facebook user, you need to be real if nothing else. After seeing all the tasty food, beautiful babies, cute dogs, holidays and memes on your newsfeed, a fake 90’s-like TV ad sticks out like Donald Trump at a Mexican restaurant.
PLANNING POSTS WEEKS IN ADVANCE IS A FACEBOOK BEST PRACTICE,
IT ALSO GIVES YOUR ACCOUNT MANAGERS PEACE OF MIND TO GO HOME AT 6PM,
SLEEP EASY AND KEEP A REGULAR WORK PATTERN. #HOWTOLOSE
You never really know which post is going to strike the sweet spot with politics. You have an idea, but when the EdgeRank Gods love one, you need to react and fast. Most people are on Facebook at around 9:30pm, and things can change fast in politics, so be sure that you’re not a 9-5 worker.
SO HIT THE BOOST BUTTON? #HOWTOLOSE
Audience targeting becomes vital to each post boost. It will start from an organic success, so going deep into the Facebook targeting tools will not only make your budget go further but it will also keep the post alive with more comments. The targeting tools on the boost button are for amateurs. Custom audiences are a secret weapon in political marketing.
LAST, BUT NOT LEAST COMMENTS. JUST KEEP PUSHING THE MESSAGE? #HOWTOLOSE
A clever woman once told me “You can tell from the comments where you are in the campaign”. Of course there are a lot of trolls, idiots and illiterates to sift through but you can find a trend in the comments that must not be ignored. You have to use Facebook as a research tool, listen and react. If your message is failing on Facebook, its failing everywhere.
Losing an election hurts. It hurts bad. Especially when you feel like you left something out on the field. For all those professionals working with elections this year, here’s my advice; Show up, be loud, speak your mind, argue and don’t take any votes for granted. Play like you are behind, until the last vote is cast. In a tight race, you can lose or win with your Facebook game.