Biden's social media director Sarah Galvez explains how their team won on Twitter, YouTube, Instagram, and even on Twitch by driving audience growth through social analytics specific to each platform. It was fun to learn that Sarah got her start in political social media by cold-calling Hillary Clinton's team to convince them it was essential to have a group (led by her) to focus on audience growth, specifically in video.
For Biden's campaign, they were publishing so much content (multiple posts an hour per platform) that they relied on Monday.com as a project management tool. To track effectiveness and optimize the use of their content, they determined that the KPI actually needed to depend on what and where the content was distributed. For example: "for a fund-raising tweet, we’re going to optimize to getting donations through the door. But on an everyday basis, we were very focused on shareable content in particular; we knew that if people were sharing it, we were getting that megaphone and amplification, whether it be a re-tweet or a share on Instagram."
To provide metrics that made sense to the team, they leaned on Measure Studio which does not try to combine the measurement from different platforms into an overall engagement score because that method is "just smoke and mirrors” according to the founder Thomas Kramer. “Each of these platforms is unique in the way people consume....we focused on bench-marking performance uniquely per format and per platform.”
One final area of their focus was authentic content and knowing that your audience can sniff out pandering. For example, this inspired the team to create content for twitch targeting train enthusiasts (like Biden) by live streaming Biden's train journey across the country with low-fi hip hop playing in the background.
https://martechtoday.com/breaking-down-president-bidens-data-driven-social-media-strategy-246439
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