Brian Solis wrote an article back in the summer of 2007 about emerging social networks. That was before Pinterest was founded, before Spotify crossed the pond, and before anyone had ever heard of Twitter. That was when Facebook only had 20 million users and Myspace was valued at $12 billion. In the five years since then, plenty has changed. We can be sure the social media landscape in 2017 won’t look anything like it does today.
Mr. Solis has four important points that are paramount for local candidates to understand.
“It’s about relationships and it’s about people.”
Strategy and tactics are meaningless if you don’t have invested supporters who already support your campaign. Successful online outreach depends on meaningful offline relationships.
“The conversations that drive and define Social Media require a genuine and participatory approach.”
Genuine and participatory aren’t words you usually hear in the political conversation. To win trust and votes online, you need both. If you’re not that way in day-to-day, you won’t be genuine and participatory online.
“…In the era of social media, people also have amplified voices and are now a powerful channel of peer-to-peer influence – for better or for worse.”
Some people are more important than others. Go find and convince the influencers to support you. What matters isn’t what you say to an influencer, but what they say to their peers.
“Today, conversations are markets and markets are conversations.”
It’s no longer about messaging, it’s about curating conversations. Give your supporters great reasons to talk about you and they’ll do the work.