Thursday, April 20, 2017

Political Campaigns Face Social Media Changes

Social media strategy is essential for the success of political campaigns and causes today. As the Pew Research Center reports, a majority of Americans now say they get news via social media, and half of the public turned to social media sites to learn about the 2016 presidential election. Social success in 2016 doesn't mean campaigns can rest on their laurels, however. A Digital Information World post by Anthony Bergs--including a handy infographic from CJG Marketing--cites a list of social media changes and trends that political marketers should include in 2017 strategies. For example, improved social targeting got a lot of buzz in 2016, with campaigns embracing the effectiveness of Facebook's “Lookalike” audiences. But in 2017, machine learning, artificial intelligence and access to increasing amounts of data--from demographics and behavior all the way to forecasting of intent-- will support even more precise ad targeting, provided campaigns make the investment in audience data and analytics. The response-getting power of digital video is well-proven, so it's no shock that 48% of marketers are planning to add YouTube videos in 2017.  Campaigns and causes would be wise to also invest in an internal or external video content development team and live streaming,  now available on social platforms such as Facebook, Twitter's Periscope, YouTube and Snapchat. Next to video at the top of social marketing agendas this year is "influencer marketing," with 84% of marketers planning at least one social media influencer campaign to find and leverage sources of followers and engagement. One reason for the influencer search is that the ability to generate free organic traffic via social media is waning thanks to social platform algorithms favoring paid ads and squeezing out organic content. With Facebook and Twitter offering just 2% to 4% organic reach for posts in 2016 (and falling), most political budgets need to include paid social ads. But here's good news: Chatbot technology is on the horizon and promises to handle a mass volume of user conversations one-on-one with customized content; Facebook's current Messenger bot is a harbinger of more to come. For more social media trends, check out the article and infographic at

No comments:

Post a Comment