How not to use social media in a campaign

camplogo3There is a right way to use social media in a campaign.

And there is a wrong way to use social media in a campaign.

The following could be forgiven if it came from a political novice, but not when it comes from the governor’s re-election team.

Here’s a game you can play at home. Find the three glaring strategic mistakes that Team LePage 2014 uses in their recent Facebook post.

https://www.facebook.com/#!/mainesgov/posts/10152803304354676?stream_ref=10

1.) The post urges us to “please search for the LePage 2014 website on your computer.”

Oh, I’m not supposed to search under the table or between the seat cushions?

How about this? How about posting a link to your site? You can do that on Facebook.

Instead, the governor’s social media gurus are worried about unintended “filters” that could accompany an embedded link. So, instead they strongly suggest that you use your computer, hunt down the link and then donate.

In fact, donating must be important because they ask you to donate twice in the same paragraph, which almost looks like one giant sentence, considering the absence of punctuation.

2.) The campaign’s post is horrendously long.

Facebook is not Twitter, which requires abbreviated posts. That said, you should not use Facebook to “cut and paste” an entire speech.

A better strategy would be to hook your social media audience into your website. Use social media to tease your message and direct readers back to your website.

3.) If you must go long, give your post some space.

If you insist on your using Facebook like a blog, at least be considerate and allow readers a visual experience that doesn’t look like a bucket of spilled nails.

Insert a line space between paragraphs. Remember, if you want more people reading your posts, make your posts easier to read.

So here’s a primer for Governor LePage and his re-election team:

If you want to see Governor LePage re-elected go here and donate.

See how easy that was? Social media is supposed to be easy.

I’m not sure who is handling the governor’s social media, but from the looks of things there is plenty of room for improvement.

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