Political marketing has become a growing facet of marketing that has infiltrated the
campaigning of U.S. presidential elections. Within this cognate of marketing, social media has become a major component of predicting election outcomes starting with the 2008 U.S. presidential election.
An analysis of the social media performance of candidates from the 2008 U.S. presidential election to the 2018 midterm elections reveals how the power of social media can be harnessed to increase voter participation, connect voters to offline political activity, and engage voters with candidates on a more personal note. Social media political marketing should further emphasize the candidate’s brand and build followership through targeted messaging to desired segments.
Social media continues to grow in use and bypass direct news sources; therefore, it must complement and create a dialogue with traditional media, as it will likely surpass it someday. From raising money to recruiting volunteers, a strong presence on social media will help your campaign stand out. Leverage your voice on social media to discuss your values and introduce policy proposals. Done well, even standard posts can earn you media coverage.
According to a Pew Research Study published in July 2018, thirty-two percent of Americans have used social media to encourage their friends and followers to take political action. Twenty-four percent of Democrats have used social media to learn more about an offline protest or rally and thirty-nine percent of users say that social media helps them get politically engaged. Simply put, your campaign cannot afford to neglect its social media presence.
But running social media for your campaign is a little different than handling your personal Facebook, Twitter, and Instagram presence. Instead of just posting when you feel like it and sharing small snippets of your life, the voice of your campaign online needs to be strategic and planned.
