Make a Digital Communication Component an Integral Part of Your Campaign Strategy
(Shutterstock photo 2273031619 by veronaman)
Barely a day goes by that someone doesn’t say something about how much time we spend glued to our phones … and how bad it is for everything from our posture, to our eyesight, to our brains.
I’ve heard it all before.
If you’re a baby boomer, you know what I’m talking about. My mother must have told me a thousand times, “Don’t sit too close to the television. You’ll ruin your eyes!”
Now I spend 4 to 6 hours a day staring a computer screen from inch away, and nobody seems to mind.
In those days, television was the end of all evil and, as such, would bring about the end of the family. There were TV dinners, and TV trays to eat them off of. The TV Guide was a staple of the daily newspaper, telling what was on where and how. And all across the nation, people were glued to the nightly news. And, whether it was NBC, CBS, or ABC, (there were only three stations), every family was watching it at the same time, getting the same news from the same sources.
It did not ruin society or destroy the family.
These days, there’s a new electronic monster experts claim will destroy our future. Detractors claim that social media is invading our psyche with Instagram, Facebook, TikTok, Snapchat… you name it, it’s all bad for you.
But frankly, when it comes to Political Campaigning, a good digital communications strategy is the greatest campaign tool since the invention of the postcard.
Having a digital strategy to amplify the campaign’s message, supplement door-to-door canvassing, and drive voters to the candidate’s website is an absolute necessity … particularly as the effectiveness of mail campaigns has become increasingly expensive and harder to manage.
Beyond door-to-door canvassing, there’s no more effective way to reach voters, and no more cost-effective avenue as well. Digital Communication strategies have become integral parts of campaign plans, supplementing, or even surpassing traditional mail as a go-to option.
Three Prongs to a Good Digital Communications Strategy:
Organic social media : Professional campaigns should have a major presence on social media. Different platforms reach different voter demographics, so it’s important to spread your message over the ones that best meet your audience. Organic social media ranges from posts about the candidate appearances, to home-grown videos of the candidate going door to door.
Paid social media advertising: Effective paid social media will supplement other campaign initiatives, enhance awareness, and drive voters to the campaign website. Advertising this way is inexpensive and can reach voters in an effective, measurable way.
Texting programs: Campaigns can cost-effectively reach thousands of targeted voters on their phones through mass texting services. Sending voters texts from can be a critical way to raise awareness of candidate appearances, highlight issues from the website, and remind voters to turn out on election day.
Your Campaign Plan should include each of these initiatives. Once you decide which platforms are right for you, include these three elements:
Set your goals and use them to drive views to the website, raise candidate awareness, generate audience participation for events, raise a little money, and for G.O.T.V.
Choose the right platforms for your voters
Develop content that grabs! Get a teenager to help you if you know one who is a good photographer. If not, consider a professional. Create content that grabs, with great photos and video, engage your audience, and make it real!
Consistency is the key. Plan your work and work your plan!