One of my favorite taboo topics in digital marketing is automation. The funny thing is that it’s not taboo in any other sector, other than in advocacy and politics.
Why do political and advocacy teams not want to automate their social media?
“Because you can see where it says Hootsuite on your post.”
Not anymore. (Also Hootsuite isn’t your only option. Read on.)
“Because we want this account to look like a real person.”
But do you? Do you want it to look like your candidate is on twitter and facebook and instagram all day long. No one buys that anymore.
“We need to be in the conversation, not just tweeting out random things.”
There’s absolutely room to layer automated planned and evergreen content with timely updates. Also, have a plan. Don’t tweet out random things.
What other marketers know about social media users that political and advocacy marketers chose to ignore.
Most issue advocacy and political marketers who use paid media know that their ads need to be viewed at a certain frequency to persuade people to act. But somehow, they leave this logic out of the equation when it comes to owned content.
And before you can say, “no one wants to see the same tweet twice,” a user just logged off and missed your tweet and you’re now beholden to the algorithms to bump your tweet back up into their feed the next time they log in.
Users don’t sit online all day like social media marketers do. They bop in and out of twitter and instagram and facebook when they have a chance.
When a meeting is sooo boring.
Waiting to be called at the DMV.
While they’re watching tv.
If you think that no one wants to see the exact same tweet or post twice, then rewrite it. And then rewrite it again. Sharing the same information and content every time.
Schedule that series of messages to go out at least 5 times in 2 weeks. Now you’re starting to see some traction from your organic content.
Maybe you’re starting to think scheduling could work for some things. (you’re right)
Automating your organic marketing could work for many efforts in the political and advocacy space.
For example, if you’re a non-profit, you could be running evergreen fundraising asks. Or acquisition asks.
If you create a high quality piece of content to share – share it many times over a few weeks. Even if you ran it on paid.
Taking the time to develop a content plan over many weeks and months and then scheduling the bulk of the tweets will free up resources to engage in rapid response moments.
Or send more emails.
Or optimize your landing pages.
You get the picture.
Wanna test drive this?
First, start with a content strategy.
Don’t start automating all willy nilly.
After you know what you need to be talking about and how you want to say it, find a great tool:
Hootsuite (mentioned above) allows you to schedule up to 30 messages on their free tier. Great intro to automation.
OneUp will give you 7 days for free.
SocialChamp looks pretty much the same.
And finally, CoSchedule, which was instrumental in building the PoliticalJobs email list from scratch.
Get to it, friend!