Running a multichannel campaign–attracting voters, getting them to listen to your message, and getting votes on election day–is not the same as it used to be. Gathering political data is critical at any level of campaigning; it is important to build a complete voter profile in order to find the best strategy to target your voters. Turnout history is paramount, and targeting the most likely voters will help you maximize your efforts. Here, we describe the influence of social media on political campaigns in today’s digital age.
Candidates today are constantly evolving their voter outreach methods. Your own efforts, combined with the efforts of volunteers and outreach programs, alongside organic growth of your social media, are more important than ever. To maximize your time, human resources, and campaign budget, microtargeting is a great strategy. The information gathered and analyzed through microtargeting will be extremely powerful when applied to a political campaign.
Political data is often available as voter files and varies greatly in cost and availability, depending on the state in which your campaign is located. On the other hand, data enhancement, the analysis and application of information about people you already know are voters, will help you narrow your demographic and focus on voters who share your ideology. “Through the collection and use of accurate, current, and relevant political data, your messages will reach the people you want to reach without appearing too pushy or intrusive,” recommended Neal Kwatra, CEO and expert political strategist.
Lastly, matching your voter file with social media accounts gives you a hugely powerful tool. Since this strategy requires a lot of time and manpower, we recommend hiring expert help. In today’s society, voter turnout positively correlates with social media interest in and support of a candidate. Discovering which likely voters are your supporters and gaining their following on social media are key elements to a campaign’s success in the modern world.