It is very important
for candidates to have dynamic interactive websites. Nearly two-thirds of
US adults use social media, and for many, it is the first source for news and
information gathering. Online ads not only put campaigns in a position of power
by bolstering efforts, but also provide an easy way to communicate relevant
news and messaging to an increasingly captive audience.
Your website and
social media presence need to be interactive. Don’t rely on pages of text
and a few pictures. Don’t be afraid to use videos, especially on social
media, like Facebook and Twitter. Social media platforms allow for voters
to experience a deeper level of connectivity with a campaign, and every post,
tweet, and policy stance is scrutinized by the world.
Facebook Live videos
are pushed to the head of the line which will get more views and lead to more
traffic to your website where you can get folks to engage in your
campaign. There is a reason why audio books are so popular.
Voters don’t have time to read long dispositions, so you need to convey your
message via video in 30 seconds for a short blurb, and a more detailed video no
longer than 2 to 3 minutes where you can go into details about the position.
Your 30 second spot
on traffic would go something like this:
“Hi, I am John Smith
and I’m running for State Senate. Traffic is horrible, and mass transit
is great but it’s not the only solution; it’s just one part of fixing the
transportation problem. We need to build more roads, use hot lanes,
synchronize traffic signals and more. I will go to the state capital and work
on solutions for our transportation needs.”
Then have a link pop
up on video for additional information, a link to your position paper on
transportation, and link to longer in-depth videos (NO MORE THAN 3 minutes
Make use of Facebook
live and Instagram live. Once you create your video, add it to your YouTube
Channel, as well as link on to your website, using the short code feature.
Another great use of
videos is to have your supporters make the videos (When I say let them make it,
you record them and make sure they don’t say something off the wall) Do
the same and once they are vetted, put them on your social sites.
of Social Media
The most convenient
way for a voter to engage with a campaign is online. At the click of a button,
one can donate money, complete a poll, RSVP for an event, or sign a petition to
demonstrate their support. In September 2015, Twitter launched “$Cashtag,” an
online platform that allows users to donate directly to political campaigns or
causes via a Tweet. Failed presidential candidate John McCain (I hate
using John McCain as an example, but we must give credit where it’s due) in
2008 used the power of Social Media to raise a record amount of money for his
campaign. President Trump used the power of Twitter and social media to
connect directly with the voters bypassing the media. The internet today
is what television was for President Reagan, who used prime time television
addresses and press conferences to convey his beliefs.
Social Media, Videos, Twitter and Facebook are a double edge sword. Be very careful what you put out there. A good rule to follow is if you don’t want your mother or grandmother reading it, don’t post it or make a video of it. Also, remember you aren’t President Trump — he gets away with things that will doom your campaign.
Now that the weather
has broken for the better, candidates, you should be knocking on doors at every
opportunity. The best door knocker I know is Councilman David Marks of
Baltimore County. He knocks on doors rain or shine. The hot hazy days of summer
are no match for Councilman Mark’s resolve. So, the heat isn’t an excuse
and there is no substitute for door knocking. Also keep up with your
fundraisers. Feel free to reach out to me if you want to speak one-on-one
on campaign strategies. Email me: Dwight@politicalarchitects.com.