Every politician’s campaign manager knows it is not easy to track the influence of their campaign. Especially, given the fact that many political parties today are in a situation of permanent campaigning. This is in large part due to the rapid development of social media, which is becoming more fragmented and competitive each and every day. The growing influence of social media marketing has influenced voters in a way that they have become increasingly less tied to one particular party, and as a consequence parties have to put in more effort to secure their vote- and long term success and support. To cope, many politicians have added a number of professionals to their teams, such as big data analysts, in order to manage their social media and help with the strategic focus of their messages, to help maximize the number of supporters.
While modern digital marketing and the improvement of technology has made it very easy to track clicks, views, likes and the so forth. Major social media platforms including Twitter, Pinterest and Instagram have announced their offers of richer analytics that can be used to enable campaign marketers to track the performance of their efforts within the social networks and, in some cases, how those efforts impact downstream results. However, none of these offerings provide breakdowns of the larger picture. As this takes a little bit more work, too many social marketers are still wrongfully concentrated on sheer volume metrics (like the number of Twitter followers and number of Facebook likes). This is where a social media analyst can come into play. A social media analyst, rather, can proactively investigate social media data and subsets of this data to find insights and opportunities that are useful in determining which specific metrics are important for that particular campaign. At that point you can decide whether to reinvest in improving your current campaign, or take lessons from your last one to move forward.
Fortunately, advancements in technology have also made it so social marketers and analysts have contact with more data today than they thought possible even two or three years ago. Using the proper social media analyzing tools, such as KI SOCIAL, can track how people are talking about your political campaign no matter what channel. Furthermore, tracking historical data can also be used to compare current campaigns to any of your past campaigns. Additionally, many of the available social analytics tools work in real-time, so if you can plan ahead and set up tracking before your campaign begins, which can be extremely beneficial near voting-periods, when you can track the success (or failure) of your campaign in real time. This can also be helpful if you want to create a reporting schedule for regular reporting, during “off times”.
The future of social marketing is data-driven. Popular social media platforms, such as Facebook, Twitter, Instagram and Pinterest (and likely other social platforms soon), can also serve as powerful means of ensuring politicians are creating synergies between digital analytics and social marketing departments and roles. Beyond just providing numbers, adequate social media analytics allows politicians to better understand their audience, which can attract voters. Reliable and consistent analytics can help you track your progress and react when needed.