Page 11 - Randle Communications - 2017 Digital Influencer Report
P. 11

#SB17















       11 STRATEGIES (4-7)



               Display authenticity

       SB 17 supporters used Twitter to voice concerns over rising prescription drug costs, and
       collectively, proponents demonstrated their authentic support through organic tweets, real-
       life examples and unique voices. Cookie-cutter graphics and consumer marketing seldom
       resonate with Sacramento’s legislative audience because a one-size-fits-all approach to

       content can be easily overlooked and brushed aside as insincere. Lawmakers are interested in
       how their constituents feel, not how internet bots are paid to feel. Real photos — not stock
       photos — add immediate substance and symbolize genuine grassroots support. Showcasing
       the advocacy of individual constituents helps drive home the point that policy outcomes will
       make a difference to real people.



               Maximize traditional earned media

       Newspapers, radio and broadcast coverage play an important role on social media, providing
       impactful social content. Injecting media coverage into a social media strategy will increase
       the credibility of messages through third-party opinion pieces or editorial board
       endorsements and amplify reach of traditional earned media placements. SB 17 supporters
       expanded the reach of traditional earned media by sharing news content through Twitter.




               Use engaging creative

       Not all content is created equal. Sophisticated digital advocacy must include appropriate
       colors, graphics and images to drive interest. It’s important to observe the look and feel of
       other campaigns to modify your content to ensure it’s unique and stands out. Moving
       graphics and animations also help advocacy messages break through and resonate with key
       audiences. SB 17 supporters used unique and compelling font, sizing and color to ensure that
       audiences took a second look at the content.











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