Page 9 - Randle Communications - 2017 Digital Influencer Report

digital conversations and dynamics move rapidly. Given that policy developments and debates
can move so quickly, relying on a day’s preprogrammed content is problematic. Discussion
during a 2 o’clock committee hearing could change the course of your messaging, and it’s
important a campaign is positioned to respond quickly. Effective digital advocacy should be
nimble to adjust for unanticipated twists and turns.

Successful advocacy campaigns begin their social media programs by creating a steady

drumbeat of content around-the-clock and every day of the week, increasing or decreasing
frequency around key legislative dates and times, committee hearings and floor votes.
Negotiations don’t stop on the weekends, which means one of the worst mistakes a campaign
can make is to halt social media on Saturday and Sunday.

In the case of SB 54, without active opposition on social media, proponents dominated the
narrative by complementing each aspect of a traditional public affairs campaign on Twitter.
There was a diverse coalition armed with targeted content to engage lawmakers and
proponents that maintained engagement by sharing real-time updates and real photos of
action happening at the capitol.

EXAMPLES

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