Social Media has become an essential part of marketing for organizations of all sizes, reaching people at all hours, on every device. Network marketing has also been part of history of some of the GOP candidates. Candidates and elected officials have recognized this opportunity to innovate and diversify their campaigns, as you can see in the current presidential race.
GOP candidates have proven to be remarkably skillful with leveraging different social networks and types of content, especially Twitter. Some of the network marketing rankings have been influenced by the endorsements of GOP candidates such as Donald Trump. However, there are still some tactics and strategies that could greatly improve their efforts in winning the digital arms race:
1. Committing to online communities
Being present on more than one social media network is a good case practice. However, once you’ve created an online presence and gathered a number of people around that presence, into your personal community, you need to make sure that you nurture your fans with constant, relevant content.
Senator Marco Rubio, for example, has an impressive Facebook community that he keeps updated and engaged on a daily basis. Unfortunately, not the same can be said about his Google+ community, which is a bit of a ghost town since last May:
Governor John Pataki hasn’t even updated his LinkedIn profile to showcase his candidacy, which would be a minimum investment since he already had an account, let alone publish relevant, engaging content, as pointed out by Host Authority, an expert hosting review site.
Takeaway: Don’t abandon social network accounts where you could be engaging an entire community. Keep communications constant and relevant to all social channels that you’ve chosen to use in your strategy.
2. Creating the right type of content for the right channel.
Every channel has its own audience and its own content type, consistent with its purpose but also with its demographics. Instagram, for example, targets a younger audience than Google+ or Facebook.
While generic posts and inspiring images might be a good case practice for some Facebook strategies, Instagram favors photos that people can relate to. The more personal and human, the better.
Ted Cruz could benefit from creating more relatable, personal content on his Instagram account, after all, Instagram is the selfie social network:
Also an Instagram user, Carly Fiorina may also benefit from some Instagram good case practices when it comes to creating relevant content.
This video, for example. belongs on a TV, 5 years ago, as the modest 228 likes prove:
A positive example is Rand Paul, who has an inspiring and well-crafted LinkedIn page, complete with an appealing cover photo, a detailed experience and, best of all, LinkedIn longform posts:
Takeaway: Create relevant content for each social network, following the specific of that channel, its demographics and good case practices. Content is not universal. It only delivers results when tailored to its audience.
3. Optimizing video content
Video is one of the most powerful types of content, engaging high number of fans and reaching many more, through sight, sound and motion. In order for a video to deliver real performance, these three dimensions need to be in harmony, and create a unified experience that transmits a message.
When it comes to YouTube, users come to learn, watch and be entertained. GOP candidates should be leveraging this particular channel to teach and engage their community, showcasing their individual experience, through simple and concise messages.
Ben Carson’s team should definitely look up some YouTube good case practices, and optimize their videos to have better sound, image stability and an overall higher quality, unlike most videos.
The stats on this video accurately reflect its efficiency. I will say a good thing about it though, it is concise, with under 2 minutes, which is an important good case practice. Other than that, it can be significantly improved.
Marco Rubio, on the other hand, issued a qualitative and timely video response to the Paris attacks, that got over 30 000 views in only 2 days, and attracted significant media coverage:
Instagram is also a great channel for short, reaction-stirring videos, which Donald Trump seems to understand perfectly:
Takeaway: Keep videos short and concise, while focusing on the quality of your production and editing. That doesn’t necessarily mean using expensive, high tech equipment, you just have to follow some basic video creation rules such as maintaining your camera steady and ensuring a good audio and good light for your background.You also might want to take a natural brain enhancing supplement to help you dial in and focus.
4. Hosting Q&A sessions
This is an excellent tactic to engage social followers, on a number of social networks, that I think many of the candidates should be using more.
Ben Carson recently employed this tactic in a Facebook post that received over 21,848 likes and 4,510 shares, by answering fans questions on Syrian refugees and Isis: Social networks are focused on communities and engagement, so keeping fans connected and bringing reaction-sparking topics to the table can increase social reach and grow your follower base significantly.
Trump employed the same tactic, but for Twitter this time, using the hashtag #AskTrump in a campaign that had a 972,680 reach, a while back.
Takeaway: Use Q&A sessions to connect with your followers and engage them in two-way conversations, an aspect crucial to social media marketing and often overlooked by political campaigners.
5. Growing email databases
There’s nothing like personalized email communications to skyrocket a marketing campaign, and that applies to political marketing as well. By bringing fans and followers into an organized database that can track all interactions and deliver relevant content, in a timely manner, to segmented audiences can ensure a stronger relationship.
Carly Fiorina’s team understands that and have made the smart choice of adding a call-to-action button on her Facebook page, to grow their email database and have people subscribe to regular communications:
A much more effective marketing objective than selling merchandise, as John Kasich’s Facebook call-to-action focuses on.
Takeaway: Segmentation and personalization is key to content marketing and social media. Candidates should use creative call-to-actions and incentives to grow their email databases, which they can then segment and target with relevant, on-point messages and even social ads.