Page 11 - Randle Communications - 2017 Digital Influencer Report
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#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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