Tuesday, January 12, 2016

Prep for Social Media Crowding in 2016 Election

Social media marketing has become an essential part of political candidate and cause campaigning in the 2016 election, building on the proven success of platforms such as Facebook in 2014 and the improved targeting available this time around. The problem is that everyone has the same idea, and the big-money PACs are shifting premium dollars to grab social attention, warns Mitch Dunn, senior vice president of Empower MediaMarketing, in an AdExchanger.com Politics post. This will create two new problems for social marketers, political and commercial, especially on the popular Facebook platform. Due to Facebook’s strict limit on news feed ad frequency, if more campaigns continue to use Facebook, there can be crowding out of marketers, notes Dunn. Since individual ads can only appear on Facebook twice a day, more total ads can limit an individual ad space in the news feed. The cost per thousand impressions (CPM) also can be more unpredictable and expensive. Since political campaigns often use microtargeting to focus on extremely small segments of the population, any campaign targeting similar segments on Facebook may notice higher CPMs than normal. More than in the past, political campaigns need anticipate social strategy issues and costs. Solutions include adjusting timing to avoid conflict with other higher-spending campaigns targeting the same niche, testing new target niches, and expanding ad spend to other targetable social media platforms courting political action, such as Twitter, SnapChat, YouTube, etc. For more: http://adexchanger.com/politics/the-2016-election-will-disrupt-marketers-social-strategies/

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