How Political Campaigns Can Use Trending Topics for Rapid Response Engagement

Hot button topics are social data and engagement goldmines for political campaigns. First, they are issues that people actually talk about, which gives you tremendous insight into how constituents feel about the environment, economy and jobs in realtime. Second, it affords the opportunity to engage your base while this hot issue is top of mind.

Here’s a deeper dive into how political campaigns can use a terms for rapid response engagement.

Who is talking about trending terms in your CRM?

In addition to seeing what political topics are trending in your state newspaper, social data lets you know exactly which topics are trending with segments of your audience. Much like running a daily poll, combining social data with your email file allows you to analyze the most important political topics with your constituents. This offers a real-time look at what people are talking about on Twitter and Facebook, including specific keywords and hashtags.

Identify influencers on your list to share your message

Influencers are message catalysts who have an audience of their own. On average, the top 5% of people in your CRM reach 200 times more people than your CRM alone. These top influencers carry tremendous social weight and can drive engagement with your campaigns. One way to identify your influencers is to find those with high Klout scores who are also discussing your key terms on social.

Once identified, send your influencers an automated or personalized email with a compelling request to share a message from your office — if possible, remind them about your past votes and highlight why it’s important to share your message now.

Send multi-channel replies to constituents talking about key terms

Once you’ve identified everyone talking about “your key term,” you’ll want to segment key groups in your CRM to refine your targeting. The idea is to use social data as a targeting tool so you can not only filter key groups in your CRM, but also segment with real-time social chatter. Once segmented, with tools like Attentive.ly, you can reply to these mentions with automated emails, DM’s, or respond to individual tweets or Facebook posts. Here’s a case study of how Representative Takano effectively employed social data to personally respond to his constituents.

Test the political waters

Social data can provide decision makers with a deeper understanding of how their constituents really feel about critical state issues by seeing how key terms are trending in their database.

It’s one thing to write off the “critics” who don’t represent your key stakeholders, but what if those critics actually represent the views of far more people than originally thought? On the flip side, perhaps you see that your office’s vote is trending positively. Social data allows campaigns to test assumptions to get your pulse on your people — every day.

Social data is not social media

Campaigns now have an entirely new and affordable engagement tactic that wasn’t around a few years ago. This is not the same as social media or the ability to search for unsegmented key terms on Hootsuite. We’re talking about “big data” that’s available and affordable to obtain.  If you have an email file, or Twitter followers, then you have access to social data.

Do you want to see how Attentive.ly can drive engagement with your campaigns using social data? Contact us and we’ll show you how to drive up engagement with your constituents.

Jeanette Russell
About Jeanette Russell

Passionate to engage stakeholders to solve technical and political issues through transformational initiatives. My deep understanding of technology, partnerships, marketing, advocacy, fundraising, nonprofits, startups and self-directed nature is my brand. I’ve created extensive partner networks, coalitions, spearheaded innovative campaigns and significantly increased revenue/funding for purpose driven ventures.

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