NationBuilder's social targeting model turns digital media into an integral part of your Nation’s success. Targeting is extremely important in this social media age, because it’s the only way to cut through the noise and reach the people most likely to support your brand/campaign/project.
Table of Contents
Get specific and act locally
1. Identify interest
Pull up a list of everyone who has interacted with your Facebook page and is within a certain location so you can truly target them locally. You might have email addresses for some of these folks, so this information could turn into a targeted email blast to this constituency.
You could also organize your database based on who has liked a Facebook post, commented on your Facebook page, or RSVP’d to an event in the last few months. These folks are interested in you right now. Alternative: run the same search, but find anyone who has done any three of these activities in the past week. These folks are excited about you right now. Act accordingly.
2. Anticipate what people need to hear
Buy Facebook advertising that targets a similar list of people with information about your brand/campaign/project. Using what you know about your supporters—like demographics, interests and behaviors—you can create a post and connect with people similar to them.
3. Build on expressions of support
Find everyone who is subscribed to your email list, has volunteered for the campaign, or who has engaged with your website who doesn’t yet like your Facebook page. Ask them to fix that problem and provide them with two or three things to share immediately.
Use social data to boost your nation's success
It doesn’t matter how well your social media team listens if what they hear is never utilized. Here are some ways to really integrate social data in with the rest of your efforts:
1. Combine your voter file and your social data (For political campaigns)
Find everyone on Facebook who has interacted with your Facebook page and self-identifies on their profile as a member of your party then map the results. Pull up a list of everyone in a target precinct, organize them by social capital, and then ask the top 10% to be on a neighborhood social media outreach team. Social media data combined with voter file data can allow you to turn your supporters into friends and advocates.
2. Remember that your Facebook “likers” have friends…
Give your supporters things to share and they’ll amaze you with their combined social reach. Bonus: Invite a handful of volunteers to spend a couple of hours a week reaching out to people on Facebook by replying to their shares or comments. Give them a list of high value prospects you’ve curated from bio searches, location searches, and Facebook imports. At the end of the day you’ll be able to track your metrics and tweak the outreach design for the next time around.
3. Establish a general path of engagement
These pathways should track a person’s progress from first contact to your goal and should include social media as well as in-person volunteering.
4. Treat social media like a communication medium
If you can’t get ahold of someone via email or at their home, send them a Facebook message. If someone does something nice for your mission, mention them on Facebook or create a shareable image acknowledging their contribution and post it on your page. Saying thank you to people goes a long way. Even longer, sometimes, if it’s done on social media where their friends can see it.
5. Tag responsibly
Every action a supporter or prospect takes should be recorded and analyzed. This data will come in handy later. This can help, for example, identify the percentage of event RSVPs who ended up donating. Or the number of new volunteers were recruited at a particular event. The basic question to answer is, “How many people with x tag also have y tag?” The answers will form trends, and these trends can inform wider campaign strategy.