One of the most frustrating things that I get to deal with in working with strategic communications are unrealistic goals. Too often, people believe that social media is the answer to it all. Don’t get me wrong, I understand the power of the platforms. People (me included) spend WAYYYY too much time on social media channels. It is where they get their news, see pictures of family and catch up with their favorite celebrities. That being said, it is also a great place for organizations and individuals to share their message. If people spend time on them, why not use that time they spend for the benefit of your message. Here’s the catch. If you wait till the 11th hour to start, don’t expect to walk on water in the first day. As I mentioned before be intentional but also have a plan. A social media plan is not 24 hours. Heck, it is not even 24 days! Come up with a posting strategy. A curriculum. Use sponsored posts to build an audience and share with that audience your message and do this over the course of a set schedule. Not just one month. All too often, many clients, whether they are advocating for their policy or running for office, wait till a couple months before and then hit the pedal to the metal. My recommendation.
Chum the water. Build a ravenous following. Make them BELIEVE in YOU and YOUR CAUSE and keep sharing your message that will share it will others. It is with THAT strategy that you will taste victory. Building your audience doesn’t happen overnight but waiting till the last minute will burn your campaign right to the ground.