Memo: The Social Media Advantage
To: Interested Parties
From: Blaise Ingoglia, RPOF Chairman
Date: July 13, 2015
Re: Social Media Advantage
At the beginning of this year the Republican Party of Florida made one thing clear: we are 100 percent committed to building a turnkey digital and grassroots operation that will ensure that Florida turns red in 2016. Our social media operation is a fundamental function of this commitment. The undeniable truth is that social media matters if you want to win an election in the 21st century. That is why we have devoted time, resources, and staff to rapidly grow our presence across key social media platforms – resulting in a social media advantage.
Here is a look at our social media advantage:
Boasting more than 152k followers (a 105% increase since February 2015) we’ve made our Facebook presence the strongest in the state and one of the strongest in the nation among political parties. With any given post reaching hundreds of thousands, if not millions, of Floridians we are reaching voters for this upcoming election. We are able to connect with millions of Floridians with a common-sense, conservative message in just one day.
If you compare our success on Facebook to the Florida Democrats, the RPOF has over 55,000 more Facebook likes and a much higher rate of engagement (likes, shares, comments). Furthermore, when comparing all the swing states, we are performing better than all the other Democrat state parties. As one of the key swing states, it is our responsibility to deliver Florida to a strong Republican candidate, and a big part of that consists of connecting with Floridians on the largest social media platform in the United States.
See the bottom of the memo for examples of posts that have gone organically viral (without paying) in recent months.
In early February, the FloridaGOP Instagram was not a top priority, but now it is. We went from having a little over 100 followers to now having more than 4,400. Last week alone, without ads, we gained more than 300 followers. Our presence is a force to be reckoned with. Pew Research Center points to Instagram as the most popular social media platform (after Facebook) across all demographics – and with millennials, Hispanics, and African Americans using it at a higher rate. With the Florida Democrats opting out of engaging on this key platform, we remain to be the only party in Florida to connect with voters through Instagram.
Great gains have been made by RPOF on Twitter with nearly a 20% increase in followers since February 2015. While Twitter doesn’t surpass Facebook (71%) and Instagram (26%) in percentage of American users, the @FloridaGOP account has remained an effective tool for spreading both state and national news to engaged Floridians.
A recent launch for the Florida GOP, Snapchat, paired with Instagram, demonstrates the efforts we are making to connect with millennials. Hundreds of people have added the RPOF account (username: floridagop) in the past month, and with an internal plan being orchestrated now – this number will jump exponentially in the next few months. Stay tuned!
Facebook, Somos GOP
We are proud to announce the launch of our bilingual (English-Spanish) Facebook page, Somos GOP. Using this platform, we will engage with Hispanic voters with an emphasis on how the Florida GOP is committed to bringing more jobs and opportunities to our state. Facebook is an important interface to reach Hispanics, with 80% of U.S. Hispanic adults using social media.
Our Twitter account, @SomosGOP, which we are also launching today, continues our goal of bringing a bilingual voice to Florida politics. Latinos use social media more than any other demographic, with 25% of Hispanics using Twitter compared to 21% non-Hispanics. We recognize the importance of engaging with individuals where they are, and providing educational and interesting content that brings a new perspective that may have not been provided before. With a commitment to engaging and expanding our Hispanic base, the future is bright for the RPOF on Twitter.
With our strong presence and rapidly growing engagement numbers, and with the Florida Democrat’s absence across key social media platforms, the Florida GOP is positioned with a social media advantage, and ready to turn Florida red in 2016.
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