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Will Social Media Help Your Campaign?

Social media use has exploded in the past few years and is now a major component of the online experience for most adults. When President Obama was first elected in 2008, only 25% had ever visited a social media site. Now that number is 70% and still climbing.[i]

 

Of course, young people (18-29) lead the way, with 90% of them using social media, followed by the 30-49 group at 77%, the 50-64 group at 51%, and seniors at 35%. And while all four groups have seen increased usage since the last presidential election, the fastest growth is among seniors where usage has nearly doubled since 2012.[ii]

 

 

 

Why Facebook ? 

 

Facebook far outweighs its social media competitors, especially among women, where 77% of those who are online use the platform compared to 66% of men.[iii]  Three-quarters of Facebook users visit the site at least once a day.[iv]

 

 

 

How is it Used?
 

Political and civic engagement is a primary reason why adults use social media, with almost two-thirds of social media users actively participating in one or more ways.[v]

  • “like” or promote political or social issue postings (38%)

  • encourage others to vote (35%)

  • post own thoughts on politics or social issues (34%)

  • encourage others to take political action (31%)

  • get their "news" (66%) [vi]

Political videos online have become an important part of the national dialogue. During the 2012 election, over half of all registered voters viewed videos related to the campaign.[vii]

 

 

 

What Will It Cost?

 

Facebook ad rates are remarkably inexpensive.  A recent video campaign for an in-state candidate spent $250 and achieved the following:

  • 8,500 people reached, with the ad appearing an average of 2.75 times

  • 23,400 “impressions” at an average CPM (cost per thousand) of less than $11

  • 9,800 video “views” (42% of the impressions) at $.03 each

  • particularly strong performance among women age 45-54, 35-44, and 55-64[viii]

 

Facebook's Competitive Advantage

 

  • each direct mail piece can cost 25 times more than one video view

  • posts remain in the target’s newsfeed for later viewing if desired

  • posts can be liked and shared, while mail ends up in the trash

  • real-time reporting makes it possible to evaluate and optimize campaigns in progress

 

_________________________

 

[i] http://www.pewinternet.org/fact-sheet/social-media/

[ii] Ibid.

[iii] Pew Research Center “Mobile Messaging and Social Media 2015”

[iv] http://www.pewinternet.org/fact-sheet/social-media/

[v] Pew Research Center “Politics Fact Sheet” (November 2012)

[vi] http://www.journalism.org/2016/05/26/news-use-across-social-media-platforms-2016/

[vii] Pew Research Center “Online Political Videos and Campaign 2012”

[viii] Proprietary Data

 

 

© COPYRIGHT 2016 JOHN HARTWELL / AMY KALAFA · ALL RIGHTS RESERVED

 

 

 

 

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