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
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