The Right & Wrong Way to Use Facebook on a Political Campaign

Facebook is one of the greatest communication tools ever invented. It allows millions of people to instantly connect and share information.

Since the 2016 Election, Facebook has taken a lot of heat for how it has been used for political purposes.

That recently resulted in Mark Zuckerberg spending two days testifying on Capitol Hill.

What will happen to Facebook in the future?

Your guess is as good as mine, but for the meantime, Facebook isn’t going anywhere.

As a candidate you must have a Facebook page for your campaign.

With Facebook you can build support for your campaign, communicate with your supporters, monitor your opponents activities, and stay well informed on what types of conversations are happening about you and your race.

Used effectively, Facebook is an awesome tool to supplement your voter contact activities.

But that’s all it is.

Facebook is a part of voter contact — it is not the only place you should be actively campaigning.

Unfortunately too many candidates rely far more on Facebook than they should — and it’s detrimental to their campaigns.

Why’s that?

Regardless of how many friends you have on your personal page or how many people like your campaign’s page, they’re not seeing all that you’re sharing.

Facebook started making major changes to its algorithm this year that is negatively impacting everyone’s reach in the News Feed.

Before those changes however, it was estimated that no more than 11% of the people who like a Facebook Page actually see what the Page shares.

Back then AdWeek reported:

“The pages’ average organic reach was approximately 7 percent of total likes, with that figure rising to 11 percent for pages with fewer than 10,000 likes. Those with 10,000 to 99,999 likes saw 6 percent reach, while those with more than 100,000 were at 5 percent.”

Let’s take a look at what this would mean for you BEFORE the changes Facebook is undergoing.

If you’re running in a district that has 10,000 voters and somehow all 10,000 are following your page, only 11% may see what you share.

That’s 1,100 votes out of 10,000. That’s a far cry from the number of votes you will need to win.

In fact, 11% of the vote is often a last place finish in many campaigns.

Does this mean you should ignore Facebook in your campaign?

Absolutely not.

Too many people are on Facebook and many voters will look up information about you on that platform.

The voters need to find you on there.

That’s why you should have a Facebook Page your campaign uses to share information and communicate with voters.

Facebook is an excellent tool for this, but that’s not how you’re going to win your race.

You win by knocking on doors, making telephone calls, and sending direct mail — not by posting pictures and opinions on Facebook all day when a better use of your time is walking precincts and talking to the voters face to face at their front doors.

Candidate Take Aways

Yes you should have a Facebook Page and you should be active on it.

But remember it’s only one of your voter contact tools.

Facebook is not THE voter contact tool.

And if you’re going to succeed even with the changing dynamics of Facebook, then you definitely need to start doing Facebook Live from your Page.