Every election year breaks records for ad spending. The total spend leading up to the 2008 election in TV alone was over $450 million. But in 2012, where does social advertising fit in to the political advertising landscape, and how does it work?
140 Proof CTO John Manoogian III (@jm3) reveals the secrets that political campaign managers use to supercharge their messages with the voting public. Campaign teams should be quick on the draw and use social to power campaigns with influencers and crowds.
With two-thirds of online U.S. adults using social feeds, campaign managers can use paid social advertising to reach large numbers of voters. And they can also zero in on influencers by targeting people with a high number of followers or users who demonstrate thought leadership on key issues.
The biggest revelation, however, is that there’s a marketable message in every story:
Campaign managers create messages tailored for their key audiences. And smart players will even capitalize on blunders. For example, the recent fracas between Arizona Governor Jan Brewer and President Barack Obama made headlines nationwide. Jan Brewer’s supporters in Arizona will be sure to spin the incident during her reelection bid. (To reach this audience, Brewer’s PAC should target Arizona residents following GOP accounts like @SenJohnMcCain and @JeffFlake.)
And, on the flip side, Obama’s team could use the story to craft a message alleging Republicans are refusing to reach across the aisle. To reach audiences of moderates and independent voters with this message, I’d recommend reaching beyond the already-outsized and committed following of @BarackObama, instead focusing on the audiences of more independent influencers like @fivethirtyeight and The Washington Post’s @mentionmachine.
Get the details on Mashable: 5 Tips for Reaching Voters in the Social Stream