It is a common saying that people are born leaders. However, unlike those running for office, a brand has to be built carefully and intensively. Branding has become a pervasive and vigorous component of all modern political campaigns. After all, without the proper branding, candidates will not remain in most people’s minds and therefore not even be a thought at the voting polls.
However, branding a politician is very different than branding a product or consumer good. Political branding requires ongoing effort, as even the smallest misstep due to an unplanned moment can lead to a political doom. What makes things even more difficult is that experts reveal that trying to subtly remove one’s brand from a negative public perception, will mostly just backfire, leading to a permeant unflattering perception in people’s minds.
While political branding is a lot different than those trying to market their businesses and products, politicians can learn a lot from those marketing experts. Big Data scientists have been preaching that using traditional political strategies, such as door to door soliciting are a thing of the past.
Especially following the Presidential win of President Donald Trump it is clear that Big Data has become one of the largest strategies to boost a political marketing strategy. With the presidential elections in the United States this past November; the French presidential election in May, the French legislative election this June; the German federal election next August, and so forth in mind, it is evident that campaign managers worldwide have already demonstrated how to apply big data to attract voters. Specifically, these campaign managers have been using big data analytics to support their efforts in voter micro-targeting which has been proved to considerably improve the efficiency of fund-raising efforts. Similarly, using big data has enhanced their ability to anticipate voter demands and refining their messaging to address those needs.
To say that social media has been a huge source of data extraction would be an understatement. Political parties are using social media accounts to conduct large-scale predictive analyses to anticipate how their candidate will perform in the near and long-term. As part of their branding strategy, campaigns are also using social media to extract voter sentiment and then tailoring their messages to fit this. With this being said, beyond just how they are communicating with the public, policies are using social media to frame their entire campaign brand’s messages. Big data scientists hired by politicians are using social media as a way of finding never before seen answers to social and economic problems – based on the analysis of varied data sets from various social media platforms. Ultimately, big data is helping politicians to gain a more direct access to voter sentiment so that government officials can alter their brands to match with public citizens’ demands and in turn, continue to market their campaigns accordingly. Through ongoing social media monitoring, campaigns can adjust their messages and brand images to maximize their relevance to each voter segment, as gathered through social media.
Lastly, candidates also are leveraging social media messages to quickly distribute their messages to all their supporters and potential voters.
To learn more about New Politco can help you use social media to help brand your campaign, please contact us.