Page 14 - Randle Communications - 2017 Digital Influencer Report
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#SB2
11 STRATEGIES (8-11)
Engage lawmakers
Lawmaker support and engagement on Twitter fuels digital advocacy campaigns and offers a
glimpse into the priorities of lawmakers. Writing an op-ed for a newspaper is one way to
convey support or opposition, but today, lawmakers are also taking to Twitter to push their
agendas. A lawmaker with social media savvy and digital influence is highly valuable to a
campaign. Lawmakers who enjoy top influence scores with social content will strengthen an
advocacy campaign.
Localize content
A marketing campaign doesn’t use the same images and messaging in San Francisco, San
Diego and Fresno because media markets and demographics differ. Just as lobbyists employ
unique strategies to educate and persuade lawmakers, digital advocacy content should be
customized depending on the target audience as well. One-size-fits-all social strategies can be
easily dismissed as artificial advocacy. Using data tailored to a lawmaker’s district makes the
advocacy message more impactful.
10 Integrate video
Video rules in digital advocacy and brings to life otherwise arcane issues. Given the high
frequency of tweets, especially around legislative deadlines, video grabs more attention than
black and white text. With storytelling and an engaging display, video draws interest and the
attraction of viewers. Video helps to amplify a message in a sea of swirling content and can
double viewer engagement .
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11 Incorporate visual content
Graphics grab the attention of readers and quickly convey a relationship between data,
helping simplify complex policy. While graphics are a tool to attract attention, it is easy to
overdo it by attempting to share too much information in a single tweet. Aim to convey one
1 CoSchedule 2017; https://coschedule.com/blog/twitter-video-marketing/ 14