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Promotion in social networks

Arrival of every politician (current or future) or a political party into the social media must be comprehended, with clear goals and approximate figures. Only if these conditions are met, the promotional campaign for the politician will be truly effective.


Intuitive work or formal presence in social media is a failed strategy by default. A smart opposite is a primary analysis of the targeted audience and development of a clear, thought-through promotional strategy in social networks, choosing concrete dates, both interim and final results. By choosing this approach you will be able to see a result on each stage of work, modify the strategy and as a result strengthen one of the directions.


We distinguish several crucial stages of the social media campaign:


Stage 1. Identify the targeted audience


Identifying the targeted audience's profile is a crucial stage for preparing the social media promotional campaign. Your targeted audience consists of people who you are developing your strategy and a whole system of informational events for.


Here are the basic questions you need to answer:


- Where do your potential voters live (town, block etc.)?


- Gender (Male or female), age, marital status, kids or no kids, level of education, wealth?


-  Hobbies and interests. Which topics can touch the audience, what problems do they care for?


All the answers are summarized. The data received is necessary for preparing the publications, creating the newsbreaks, photo and video materials. And, separately, for conducting the targeted advertisement campaign in social media.


You need to remember there can be more than one targeted audience profile. Then a separate strategy is prepared for each of them.


Stage 2. Setting the key goals of the campaign


At this stage, we define the main goals of the campaigns, range the tasks by priority (urgent and not so much). When the document is formulated we determine the succession of our future actions.


Nowadays the most common mistakes are:


- A candidate or political party merely create a formal profile on social media. Most likely, your competitors are already present there, so you need to keep the pace;


- All celebrities and famous people are all there. We should be there, too;


- Let's see, who'll moderate our profile. Isabelle's busy, Mark's out of town... Hey, Michelle! You'll do it!


- Let's start a Facebook or Google+ profile and post some links and updates from time to time;


That's how dead pages and groups, created for a single purpose of running a campaign. Dead audience, zero result. Sometimes even negative result.


Stage 3. Choosing the platforms with high targeted audience concentration


Since we already have the list of our targeted audience, now we create a lists of places in the Internet where the maximum number of your potential voters is concentrated. Meaning social platforms - Facebook, Google+, Twitter, Instagram etc., but also the communities and groups inside there, various blogging platforms, national and regional forums and blogs.


Perhaps you're familiar with one of the laws of traditional marketing - the law of three touches. The idea is simple: to make a consumer remember the information concerning the service, event, product he needs to receive the information from three sources at least. The more the sources vary, the more effective is the message is kept in the client's sub consciousness. This law is also applicable to social networks. the more resources you use for sending the message, the more chances you have to make client digest that information. The more often he sees your message, the more he will think of it and, as a result, make the decision you expect from him.


Stage 4. Defining the behavioral patterns of the audience


To choose the right format of promotion in social media and create an appropriate informational field that will be interesting for your potential voters, we'll define their behavioral pattern.


There are four standard types of Internet users:


- Passive readers;


- Active participants of discussions and arguments;


- Information placers;


- Spammers (bots, fake accounts).


Stage 5. Development of the informational strategy


Since we already know the tastes and preferences of your voters, information we're preparing must be processed in a certain way. First, we define the following aspects of the informational strategy:


- Basic topics of publications;


- How often will the information appear;


- Style and format of publications;


- Time of publication;


- Open or hidden promotion.


A typical mistake in the political party promotion or a politician is simple copy pasting of the info on all of the accounts in social media. This kind of work will disgust the potential competitors, eliminate all the positive actions and will become the topic for discussion at your opponents' pages.


Every social platform demands at least an informational adaptation, or, better, different themed content, format of the publications and the ways of presenting them effectively.


Stage 6. Defining the efficiency indexes


This stage is one of the most important for strategy development. Effectiveness of each step, using new instruments, relevance of the goals set and the results achieved need to be constantly monitored and assessed.


That is why efficiency indexes, figures and timelines must be defined. Each actions must be accessed according to the positive result achieved. This system also allows to modify and correct the strategy.


Stage 7. Defining the necessary resources


A separate aspect of the strategy as a whole is defining the necessary material and time resources. Separately you need to define the human capital needed.


Stage 8. Establishing a timeline


Each action, each step must correlate with each other. This means each event must start and end exactly when the professionals planned them to. The succession of actions and continuity of the process are a key to a successful campaign.


Usually the timetable is set in a form of a scheme where every action and deadline are mentioned. For example:


- Start on every social platform;


- Deadlines for each event;


- Continuity of the publications;


- Measuring the effectiveness of each action.


Stage 9. Assessment of the effectiveness and campaign correction


Running a promotional campaign in social media demands regular changes and optimization. That is why during the campaign we will analyze the results achieved and based on that data modify the current works.


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