In part 2 of this series I want to discuss the mistakes candidates make when updating their social media accounts. For this discussion I will focus on Twitter updates, but know that this goes for all social media accounts.
(* Note – As in Part 1, I will show examples in this four part series to provide context to the topics. I do not do this to embarrass any candidate or to show allegiance to any particular party in Maryland and will do my best to be fair and equal in my examples)
Not posting often enough: You have created a social media account, placed links to it on your website and have asked the public to follow it. So the question is why are you not using it? It is important to show your followers you are out there running for office and regular updates should be part of that strategy. Here are a couple of examples:
John LaFerla is running for U.S. Congress in Maryland’s 1st District.
Charles Lollar is running for Governor in Maryland.
Only 3 tweets in the month of December and not a single tweet this calendar year yet. If you are running in a state wide campaign you need to use every tool you can to expand outreach. Not providing updates will give the public pause before following you.
Posting to often: Timelines on all social media platforms are important to people. Providing regular updates is important but to many posts will run off followers. Know that your updates are not the only ones we want to see in our timelines and if we are having to weed through all of your posts and “retweets” to see other accounts we follow we will stop following you eventually. It is a tricky balance between not posting enough and posting to much, but know that 10 or more updates in half a day on a regular basis is WAY to many.
Content of posts: It is great you have other interests, but we may not share all of your interests and it is really not why we are following your social media accounts associated with your campaign. We have little to no interest that you are cheering on Alabama, Notre Dame, Michigan or any other college sports team and we absolutely are not following you to read those posts. Those are great from a personal account, not a campaign account.
OK, that is my advice for this post. Hopefully some candidates take this advice and optimize the way they use social media for outreach.
Coming soon – Part 3 – The mistake of linking Facebook to Twitter for updates.