Clinton’s Social Media Campaign Based in the Social Publishing Zone

tags: smm v3 Clinton Trump chp6 social publishing example case buzzfeed

  • The Democratic front-runner has a staff of dozens producing original content — including bylined news stories and professional video — all managed by an audience development team, a model similar to digital news pioneers BuzzFeed or Vox.

  • A blog, called the "Feed,” anchored by five full-time writers, pumps out articles, interactive trivia quizzes, GIFs of Clinton’s late-night-show appearances and other content designed to engage supporters and court potential voters across social media channels like Facebook, Twitter and Snapchat.

  • “They seem to be trying to mimic a publisher.”

  • Teddy Goff, is helming Clinton’s efforts,

  • While the Democrat’s Brooklyn-based team crafts images and stories optimized for mobile viewing targeted at both broad and specific demographic audiences, Republican candidate Donald Trump’s approach is more basic: He sits at his computer and sends out missives.

  • Trump’s posted over 5,000 times since June, mostly on Twitter, according to CrowdTangle, a social analytics tool that monitors social media. Since June of last year, Trump has generated nearly 85 million interactions (positive and negative) on his campaign accounts, which include Facebook, Twitter, Instagram and YouTube. Sanders comes in at 34.6 million and Clinton at 31 million.

  • Trump and Clinton have “very different strategic goals,” said Silverman. While Trump is “brand building,” Clinton is converting her traffic into actions such as site registrations to acquire data critical to her get-out-the-vote efforts.

  • Similar to what you’d find on BuzzFeed or The Huffington Post, Clinton’s site is interactive. In December, a quiz asked readers to guess whether certain statements came from Donald Trump or someone else.

  • Another featured five vintage photos telling “the story of how Bill and Hillary Clinton fell in love.”

Posted from Diigo. The rest of my favorite links are here.

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