Page 16 - Randle Communications - 2017 Digital Influencer Report

Looking

Forward

THE FUTURE OF

DIGITAL ADVOCACY

Social media intelligence contributes to effective policy and political advocacy because
understanding key audiences, their motivations and positions allows organizations to better
position themselves in the marketplace of ideas, discussion and debate.

Despite the wealth of data on the power and reach of Twitter, there is a disparity in
sophistication across digital advocacy efforts. While a few campaigns did it well, there were
many that didn’t maximize the potential of social media engagement. The data shows that
many stakeholder groups, including the Capitol Press Corps, are sharing analysis and
engaging in advocacy on Twitter, yet most still have opportunities to enhance their approach.

Regardless of industry group or partisan affiliation, it’s undeniable that Twitter as a social

media platform will continue as a powerful advocacy tool. With online advocacy becoming
ubiquitous in California politics, it is critical to understand the platform’s power and influence,
and how the digital landscape will evolve in the future.

To stay on the cutting-edge, public affairs programs will need to closely monitor
and quickly embrace the latest features. Forward-thinking campaigns should
continue to innovate by identifying strategies that blend traditional advocacy with
emerging marketing tools to deliver custom campaigns.

16