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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