Seeking the Presidency, Bernie Sanders Becomes Facebook Royalty Through Quirky Sharing
[ http://www.nytimes.com/2015/05/19/us/politics/bernie-sanders-wants-to-be-president-but-hes-already-facebook-royalty.html?_r=0 ]
A fascinating NY Times article above covers the early grassroots social media campaign of Bernie Sanders. What's notable about this 74 year old candidate marketing efforts is that he did everything against expert opinions about how online marketing works. And he has pulled off a few groundbreaking surprises and embedded lessons for us.
Long Versus Short
Bernie Sanders would come up with long worded quotations while taking showers. He would show up at his Senate office with words scribbled on pieces of paper which would make its way to his Facebook page. "We must rebuild American manufacturing and rewrite our trade agreements so that our largest export is not our jobs.".. is one such example of a free flow quote. He hasn't followed conventional wisdom of "less is more".
No Searchable Words
Facebook recommends that when users post text, they do so with searchable words. It would be more appealing to the newsfeed algorithms and search engines. However, Bernie uses long sentences with no searchable words. He has created a following simply by keeping things simple. "If it sounds like him, his people will find him" said Laura Olin who also managed 2012 campaign for Barack Obama. Given the hash tag presence, Bernie Sanders took a gamble and did well.
Public Agenda Not Personal Details
Personal details tend to warm up the candidate to his or her audiences through Facebook. Bernie Sanders didn't do that ironically and stuck to his views and ideologies. Digital media is morphing as mavericks like Bernie roll in who don't share personal stories but stick to passionate agenda they believe in. It is interesting that Social Media seems like a living, evolving medium with no fixed rules as of yet.
Authenticity
As anyone can post anything on Social Media, authenticity has become critical. Viewers match what they see online with what you do offline. Bernie Sanders has utilized his authentic writing style and not paying attention to expert tips, to gain trust. According to a Anton Vuljaj, director of a consulting firm, people who say things with authenticity online and stick to them are the most successful. Bernie is taking advantage of Digital Media's transparency to make his point which is working great for him.
[ http://www.nytimes.com/2015/05/19/us/politics/bernie-sanders-wants-to-be-president-but-hes-already-facebook-royalty.html?_r=0 ]
A fascinating NY Times article above covers the early grassroots social media campaign of Bernie Sanders. What's notable about this 74 year old candidate marketing efforts is that he did everything against expert opinions about how online marketing works. And he has pulled off a few groundbreaking surprises and embedded lessons for us.
Long Versus Short
Bernie Sanders would come up with long worded quotations while taking showers. He would show up at his Senate office with words scribbled on pieces of paper which would make its way to his Facebook page. "We must rebuild American manufacturing and rewrite our trade agreements so that our largest export is not our jobs.".. is one such example of a free flow quote. He hasn't followed conventional wisdom of "less is more".
No Searchable Words
Facebook recommends that when users post text, they do so with searchable words. It would be more appealing to the newsfeed algorithms and search engines. However, Bernie uses long sentences with no searchable words. He has created a following simply by keeping things simple. "If it sounds like him, his people will find him" said Laura Olin who also managed 2012 campaign for Barack Obama. Given the hash tag presence, Bernie Sanders took a gamble and did well.
Public Agenda Not Personal Details
Personal details tend to warm up the candidate to his or her audiences through Facebook. Bernie Sanders didn't do that ironically and stuck to his views and ideologies. Digital media is morphing as mavericks like Bernie roll in who don't share personal stories but stick to passionate agenda they believe in. It is interesting that Social Media seems like a living, evolving medium with no fixed rules as of yet.
Authenticity
As anyone can post anything on Social Media, authenticity has become critical. Viewers match what they see online with what you do offline. Bernie Sanders has utilized his authentic writing style and not paying attention to expert tips, to gain trust. According to a Anton Vuljaj, director of a consulting firm, people who say things with authenticity online and stick to them are the most successful. Bernie is taking advantage of Digital Media's transparency to make his point which is working great for him.
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