7. @suezoldak
@adfero
#SLGR12
• Who is your base?
– They are most likely to “carry your water”
– Speak to them, not to the undecided
• How do you find them?
– Use (or get) data
– Find proxies
• How do they find you?
– Facebook advertising works
8. @suezoldak
@adfero
#SLGR12
• Speak in the 1st person
– You are one of them
• Use local language
– “soda” vs. “pop”
• Make likable statements
– “A new tax is coming!” vs.
– “We can’t afford another tax!”
• Be consistent
– Develop a persona
– Keep posting access small
9. @suezoldak
@adfero
#SLGR12
• Define the approval process
• Schedule using an editorial calendar
• Repeat your core mission
• Make direct asks…in every post
• Thank your community
• Share user comments
• Insert timely posts, as needed
10. @suezoldak
@adfero
#SLGR12
• Build it before you need it
• Get local buy-in
• You will have detractors, it is okay
• Have community guidelines in place
• Writing for 20+ communities is more easily
done by one team
• Use social media to build relationships, not
just to make announcements
11. @suezoldak
@adfero
#SLGR12
• Facebook Timeline favors images
• Post status/tweet as an image
• Instagram, Pinterest, infographics
• More and more legislators and almost all
reporters use Twitter
12. @suezoldak
@adfero
#SLGR12
Sue Zoldak
Vice President
szoldak@adfero.com
