Florida Democrats Failed to Use Digital Media in 2020
Scrolling through my social feed I often see political rhetoric from both sides. 2020 has been filled with tactless social discourse taking lead from the White House, flowing through Twitter and into the cesspool that is my Facebook feed.
Social Media in 2020, shifted from a place to share cat videos, vacation photos and the occasional update from old friends to an endless stream of speculation, hysteria, and political fueled rants.
Social media has long been a place for society to congregate around current events. It wasn’t long ago that we watched historic political change on Twitter in real time in Egypt.
We collectively eased into using social media vocabulary primarily drawing from Black and gay cultural. Our music is led by stars like Cardi B, Justin Bieber, Drake and Doja Cat who all built their audiences online using social media.
Social Media is part of our everyday lives. We vote with our phones while watching hit family friendly shows like American Idol. Our morning TV often encourages viewers to use hashtags and visit their websites for easy-to-digest content from their smartphones.
Republican politicians understand and use this comfort with social media in a more effective way than any other political party.
Vox News created a YouTube video talking about the effective ways conservative media drives its message. In the piece Vox highlights conservative media’s tactics, primarily by bringing up or focusing on certain topics, conservative outlets force others to also cover such topics. Examples being outlandish tweets from the White House or focusing on “scandals” that would otherwise go unnoticed.
Viewers unknowingly consume topics that serve conservatives talking points even if they actively try to avoid these outlets.
In 2020 no one is avoiding social media.
Now seems like the right time to mention the elephant in the room, social distancing.
The reason why you’re working from home, put on or took off those extra 15 pounds, and the reason why you know what TikTok is.
Let’s go back to that Facebook feed. Between reposts, global updates and Black Lives Matter content you and I see ads. Not just any ads but campaign ads because 2020 is an election year.
The ads I saw most often were from our current president, PACs serving our current president, Bernie Sanders and Alexandria Ociaso-Cortez.
The ads were structured like any other with a clear call to action: vote for me.
I saw these ads while watching travel videos on YouTube. The ads often reminded me that I would not be able to travel again safely unless I voted for the candidate in the ad.
I saw these ads reading mommy blogs. The ads reminded me that the soul of the country depended on my vote. Often I’d be reminded to register to vote and then given a link to register to vote and told something negative about the candidate’s opponent.
I saw these ads in my Facebook feed. The ads often fact checking the latest tweet from the White House, hyperlinked to a “trusted source” then ending with a request to vote for the candidate.
What I did not see was consistent ads from Florida Democratic candidates. One has to wonder why?
The only thing worse than being flooded with half truths and propaganda from the Republican Party and its supporters was the near radio silence from Florida Democrats. Their absence on social media left voters on their own to figure out what was true from fiction.
Florida Democrats did not have a plan to refute claims on the largest stage available to them. If there was a plan it didn’t include my demographic because I didn’t see it.
What should be done next election?
Use Social Media
Florida Democrats have to get in the game. Social Media is the new townhall and stadium. If candidates truly want to become elected officials, they need to meet their voters where they are. This Social Media Guide from Flourish Media breaks down demographics of the most popular social media platforms.
Incorporate your based
Florida Democrats have to engage their core voting block. Social Media is social first. Social Media is supposed to bring people together under similar interest. The algorithm depends on it to flourish. Savvy campaign managers need to think about ways to include voters in the ad progress. This can be done by featuring voters in productions or holding virtual interactive events.
Put the right measures in place
Florida Democrats need to register their campaign with the appropriate authorities. The 2020 election cycle brought to light many challenges in sharing political, social issues and factual information. For this reason many platforms now require organizations to register and verify ad accounts. The process can take days if not weeks. For that reason candidates who plan to utilize social ads need to start this process sooner rather than later and stay aware of changes to that registration process, that are sure to come.
Hire the right team now
Florida Democrats have to be willing to try something new. TV ads, emails, and phone calls are not enough. Old tactics are not as effective in today’s world. Savvy campaign managers need to lean on digital strategists to help build out social media campaigns that move voters in their favor. Flourish Media has nearly a decade helping organizations use social media in this exact way. If you’d like to understand social media ads, schedule a one-on-one intensive before your next campaign.
Social Media strategy starts months (sometimes years) before. And with midterm elections coming up faster than we think, more people interested in politics, more people watching...now is the time for Florida Democrats to take social media advertising seriously.
