Tag Archives: Donald Trump

Deeper Political Divides in Social Media in 2017

18 Jan

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You think 2016 was rough? You ain’t seen nothin’ yet.

Trump. Clinton. Bernie. Obamacare. Make America Great Again. Black Lives Matter. Email servers. Putin. Benghazi. Wikileaks. Fox News. CNN. Trumpists. Snowflakes.

If you’re paying attention on Facebook, you know your friends’ opinions on many of the above subjects.

Some may think that with the election behind us and the inauguration happening this week that the heated debates are done. I think it’s just warming up.

 

The New (Ab)Normal

Just a few years ago, the public sharing of so much political nastiness was simply not done. At least it was not done by adults and professionals. But after the past year of raw political argument, we have lost all filters.

The incoming President of the United States has forsaken all filters including media editors and his own spokespeople in favor of instant Facebook posts and real-time Tweets. Love him or hate him, we’re now all doing the same thing.

 

Swapping Positions 2009 to 2017

An interesting change between those on opposite ends of the political spectrum is happening in 2017, and I don’t mean the residents of 1600 Pennsylvania Ave. There’s a role reversal happening in the poli-social space.

In the US and much of Europe, Liberals are now taking over the role of opposition to the Conservative’s new position as the establishment.

For the past 8 years, Conservatives have played the role of the rebel alliance fighting the big-government empire. Think of that timeframe: for most of the lifespan of social media, or at least the lifespan of marketing and massive use on Facebook, Republicans have been on the offense in social media messages while Democrats have had to play defense. When President Barack Obama took office in January of 2009, the Democrats also had control of the US House and the US Senate. The Republicans used social media to attack that establishment. Eventually the tide turned back in their favor.

Now with the GOP in the White House, retaining the Senate, holding the House, and growing their lead across most state governments, it’s the Democrats’ turn to go on offense. This may lead to a great frenzy of counter-culture activity on social. We could be seeing the dawn of a new of 1960s style protest movement, although it’s a sterilized digital version where you don’t actually have to leave your phone to participate.

 

More #FakeNews

How do some respond to news that they just don’t like? Call it Fake News. Be prepared to see about half of the content shared on social media to be called fake news by someone. Caution: the more that label is used, the less of an impact it has.

I personally plan to save the fake news moniker for so-called established news sources that publish false news and ignoring the phony sources that pop up.

 

More Unfriending = An Opportunity for Marketers

On my own personal Facebook account was unfriended by just one friend, but unfollowed or hidden by an untold many due during the 2016 election. Once some people start trimming their friend lists, it’s easy to continue. This could be the start for many Facebook users to scale down their list of friends to their real friends, or more likely, those who share many beliefs.

Here’s where my marketing friends (the real and the Facebook kind!) can find an opportunity in this mess —

Friends’ posts in the newsfeed rank higher than anything from brands or publishers since a June 2016 Facebook update. More unfriending means more prime real estate for your brand’s content on a fan’s newsfeed! Don’t give up on organic Facebook posts quite yet. After a divisive year, there may be a lot of holes to fill!

For more discussion on social media trends we’re spotting for 2017, check out this recent episode of Social Geek Radio with my co-host Deb Evans and special guest, my Qiigo colleague Liane Caruso!

 

 

Plan Your Facebook Tactics Now Around the 2016 Elections

12 Jan

 

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The first votes in the 2016 Presidential race are less than 3 weeks away. The Iowa Caucuses and the New Hampshire & South Carolina Primaries in February mean an explosion of political messages in an already-crowded media space. It’s estimated that approximately $500 Million may be spent on Facebook ads for the 2016 Presidential Election.

Franchisors, franchisees, and all business owners need to figure out their Facebook plans now.

Even before this massive spend leading up to each state’s primary, the organic updates from candidates, increased posts from political bloggers, and campaign stories from news outlets are already consuming most of the attention on Facebook.

Ted Cruz is broadcasting using the new Facebook Live streaming video every day. Ben Carson’s campaign took off entirely from Facebook fans spreading his messages. Donald Trump posts pictures and remarks from the campaign trail several times per day. The campaigns of both Hillary Clinton and Bernie Sanders manage multiple pages for their organizations in each state showing a strong local community focus and ground game.

Imagine how much more crowded the space will be in 30, 60, or 90 days. And that will pale in comparison to later this year when the two eventual nominees, their parties, and their PACs throw hundreds of millions into Facebook ads for the general election. Imagine the competition for consumers’ attention!

Organic reach using your current tactics will be zero. How can your message get to your potential customers and candidates? Here are a few ideas to try to rise above the noise.

1. Post when others are not posting. Get a calendar of upcoming primary events and avoid the days before, during, and after a primary in any state or a debate. Instead pick other days of that same week to post. This may mean moving out of your comfort zone of days / times for posting. But that’s a good thing; I’ve never been a fan of so-called “best times” to post. Your customers are active on social 24 hours per day, 7 days a week.

2. Plan on buying more ads and increase your ad budget. There’s no way around this!

3. Be prepared with a non-Facebook Plan B. If Trump and Clinton (or whoever the 2 nominees are!), as well as the DNC, the RNC, and the PACs all start dumping a half Billion dollars into Facebook, you may have to explore alternative channels. If your business is not already set up on Instagram, Periscope, Snapchat and other places, do so now and run some tests. Get ready to move into that space if you find engagement.

 

 

 

 

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