Page 6 - Randle Communications - 2017 Digital Influencer Report
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11 Strategies for Digital
Advocacy Success
END-OF-SESSION
ADVOCACY
Randle examined three digital campaigns to Third, Randle studied high-profile legislative
identify strategies that supercharged public debates. While digital advocacy can be
affairs. The following campaigns contributed a powerful tool to define and elevate issues
to legislative success. The bills selected all that aren’t going to make it into the news of
met consistent criteria. the day, Randle determined it was best to
evaluate digital campaigns that received
First, to provide objective insight and analysis, media coverage and were discussed publicly
Randle chose three campaigns outside of the by legislative leaders and the Capitol Press
firm’s portfolio. Corps.
Second, Randle evaluated measures across Fourth, Randle reviewed only organic Twitter
different industries—public safety/ content to determine influencer scores.
immigration SB 54 (Sanctuary State), health
care SB 17 (Prescription Drug Costs) and All measures had at least one side engaged
housing SB 2 (Housing). Legislative debates on social media and utilized industry best
are unique based on the issue, and Randle practices that helped them stand out and
reviewed a cross-section of examples. make an impact.
Randle identified 11 best practices across three campaigns to showcase
how digital advocacy - done well - can make a difference
1. ENGAGE ON THE PLATFORM 6. USE ENGAGING CREATIVE
2. MAXIMIZE THIRD-PARTY SUPPORT AND 7. GIVE LAWMAKERS A REASON TO BE
OPPOSITION WITH YOU
3. CREATE AND SUSTAIN MOMENTUM 8. ENGAGE LAWMAKERS
4. DISPLAY AUTHENTICITY 9. LOCALIZE CONTENT
5. MAXIMIZE TRADITIONAL EARNED MEDIA 10. INTEGRATE VIDEO
11. INCORPORATE VISUAL CONTENT
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