Less Than 100 Days Until Election, Facebook Offers Tips for Campaigns
With less than 100 days until U.S. voters head to the polls, both presumptive Republican presidential nominee Mitt Romney and President Barack Obama are turning to Facebook to mobilize supporters and highlight their achievements. As the electoral battleground expands to include states like Virginia, Ohio and Nevada, Romney and Obama backers are fighting for every potential vote.
There’s good reason for the candidates to be so focused on Facebook – according to a Pew Internet and American Life survey, Facebook users who engage with politicians are more than twice as likely to vote as non-Facebook users. Facebook users are also 78% more likely to influence their friends to vote, and with over half of the United States active on Facebook, that’s a huge potential voter pool.
In the spirit of election season, we’ve put together some tips to help political campaigns from City Hall to the White House engage with constituents and supporters in authentic and meaningful ways:
1. Try to upload an image or photo with every post. We find that posts with images are getting twice the amount of engagement as other posts. Need volunteers? Show a photo of people knocking on doors or making phone calls. Have yard signs or bumper stickers available? Show a photo of the yard sign or sticker on a car.
2. Schedule posts between 9 and 10 p.m. We've found this hour is one of the most engaging on Facebook. Use the recently launched feature to schedule posts so you can make sure you're reaching your fans during this time period. Learn more here.
3. Post at least once every day. It keeps your supporters more engaged and keeps your content in their news feeds.
4. Use Facebook ads to promote your content, gain new fans, and increase engagement. Regardless of budget, create some Facebook ads that promote your content to fans and friends of fans. At any time, only about 16% of your fans will see content from you organically, but by boosting your content in this way, you can make sure they see your latest commercials or volunteer opportunities. Click here to contact Facebook about political advertising.
5. Create an interactive experience by involving your audience in the discussion. Gauging the opinions of your constituents using Facebook Questions or encouraging fans of your Page to submit questions or comments creates a genuine dialogue between politicians and their supporters.
6. Post in your own voice. Facebook users have come to expect a genuine experience when engaging with the friends and causes they value the most. Sharing photos from ‘behind the scenes’ and highlighting the human aspect of the campaign is the best way to let supporters see a candidate as a real person.
7. Go multimedia! Including live or pre-recorded video segments on your Page is a great way to involve supporters in the goings-on of your campaign. Hosting live video through third-party Facebook Page tabs is also a great way to provide a variety of engaging materials for your supporters to share.
For more tips on how to build an engaging political platform using Facebook Pages, as well as to receive a free download of Facebook’s Best Practices for Pages, visit our U.S. Politics on Facebook Resource Center.
-- Facebook Politics & Government Team