social media 101 - labour partysocial media 101 running an effective digital campaign what we will...
TRANSCRIPT
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Social media 101Running an effective digital campaign
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What we will take you through
• Which platforms are available, and what are they effective for?
• How does the Labour Party use social media?
• How should you be using social media?
• What resources are available?
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Which platforms are available?
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The top platforms
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Create community through groups
Mobilise via events
Share messages and create social proof
Twitter Instagram
Personal stories
Rebuttal and attack
Humour
Upselling
“Normalising” politics
FOMO and mobilisation
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How does the Labour Party use social media?
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The pillars of our content
Persuade
Attack
Mobilise
People to vote Labour
The Tories’ policies
Your supporters
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How that actually looks: Persuade
https://www.facebook.com/labourparty/videos/10156003475062411/
https://www.facebook.com/labourparty/videos/210473379867308
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How that actually looks: Attack
https://www.facebook.com/labourparty/videos/10155981191062411/
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How that actually looks: Mobilise
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So how should you be using social media?
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• What are you campaigning for?
• What events are you organising?
• What are your councillors or MP up to?
• What’s going on in your community?
• How do national or regional issues affect your area?
• What are your opponents doing?
• Who do you need to talk to?
What is it for?
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Local examples
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Engaging with local social media
• Check out local Facebook or Nextdoor groups, hyperlocal news sites and message boards
• Get involved, make comments and make Labour’s case online
• BUT be cautious how and who you engage with, andthe tone you take
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• Be creative, use humour• Tell personal stories & be conversational• CREATE a sense of urgency!!!• Have a call to action – what next?• Always use ‘rich content’:
Video > Images > Plain text• Post regularly and at the best times
Top tips for your posts
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But good copy is good copy
• No matter the audience or format:
– Keep it short, simple, snappy and punchy
– Write with visual and physical imagery
– Stories are how we understand the world
– Emotion grips attention and creates connection with audiences
– Urgency moves people to action
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Tips for good copy
• Always use the active voice, eg: ‘I’m fighting for…’
• Proof read: punctuation, spelling and grammar always matter
• Break up your text with returns so lines don’t bunch together
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Capture attention quickly
• Use attention-grabbing headlines like‘REVEALED’ or ‘SHOCKING’
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Examples of good, local ad copy
Clear call-to-action
Personal, emotional story, with action and values
Social pressure
Urgency
Short, sweet and to-the-point, while hitting all the right notes.
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But what if you’re short on time?
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Cheat! Share user-generated content
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Cheat! Share relevant news articles
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Cheat! Share content from
regional Labour, national Labour or your local Labour councillors & MPs
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Creating a safe space in your Facebook Group
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1. Set rules
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2. Moderate
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What resources are available?
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Help with content
• Customisable share-graphics for campaigns or elections at http://connects.labour.org.uk
• Graphics and model copy for national campaigns at labour.org.uk/campaigns
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Facebook advertising
• Advertising on Facebook is the best use of your money online
• Specific requirements on Facebook re verification and payment
• ‘Promote’ is the Party’s tool to create and manage Facebook ads
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Further training & guides
• Look out for training offered at Annual Conference and online on digital campaign strategy, content & Promote
• E-Learning courses to come on Achieve.labour.org.uk
• PDF guides on labour.org.uk/training
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So what should you do?
• Start creating content!
• Bolster the Party’s key messages, locally and creatively
• Create safe, inclusive digital spaces
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Thank you for listening!
@UKLabour
/labourparty
@uklabour
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Useful contacts and sites to visitTraining Team - [email protected] | labour.org.uk/training | achieve.labour.org.uk
Labour Party Fundraising and Development Team - [email protected]
Legal Hotline - [email protected] |020 77831498
Telephone: 0345 092 22 99
Option 3 | Campaign Technology | [email protected] – Friday 9:30am – 6:00pm
Option 3, Option 2 | The Organise Team | [email protected] Monday – Friday, 10am – 4pm
Option 5 | Labour Membership | [email protected] Monday – Thursday 9am–5pm, Friday 9am–4:30pm
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