By Isaac Manuel Hernández
Image credit: Pixabay
If there is a social network that has changed the way people communicate with each other, it has undoubtedly been Facebook. Since it was founded in 2004, its growth has been not only vertiginous, but also contagious. Facebook has changed the lives of millions of people. It continues to be the most important and most used social network in the world in terms of the number of users and, no matter how many competitors have appeared, they have not been able to displace it from the first position.
But, of course, if we talk about contagion we are talking about the power that this social network has to take information, videos, photos and any audiovisual content to the last citizen at the foot of any corner of the planet. It is this power, together with the latest changes in the platform’s segmentation capabilities, that makes politics necessarily revolve around this social network. Let’s not lose sight of the fact that WhatsApp is part of Facebook. I think it’s all said and done.
The power of this social network can be verified at the same time we access the platform. From the first access everything is ready to absorb you, to make you spend hours and hours in front of the computer screen, the tablet, the Smartphone or any device with access to the online portal. In politics, the segmentation of the electorate is paramount and Facebook has known this for a long time.
FACEBOOK AS A TOOL FOR POLITICAL COMMUNICATION
For years the algorithm of the platform has been able to fragment into millions of combinations the tastes, preferences and habits of life of any user and, therefore, places us in the trigger of political communication. Facebook has all our data, as do many social portals, and today information is what marks the step in politics. If you know what interests us, you have everything to conquer us.
But not everything is to be able to segment in a social network. Then you have to manage the times well and be creative and innovative when it comes to making publications, be attentive and interact correctly with users. Facebook is a social party and if you are invited to participate do not forget your role as a political brand. Political or electoral campaigns are increasingly selective and demanding and have to focus their strategy very well so as not to waste time or money.
Facebook here has advanced to such an extent that it is capable of making candidates win or lose elections. Another highlight of this tool is its ease of use. It was the first social network for many of today’s Internet users. The capacity of retention and attraction of users that this meeting place has had has been enormous. Citizens are somewhat lazy about starting a new digital life and, except on rare occasions, still have Facebook as their first choice, especially the middle-aged and older voters.
DIGITAL POLITICAL MARKETING ON FACEBOOK
When it comes to assessing how to get the most out of Facebook in politics, we must not forget that its algorithm conditions everything we find within this platform. What users find in it and see on a daily basis is conditioned by what we do, share, publish. And not only us, but everything related to our closest circle of people and interests. The political strategy when communicating can focus on small objectives aimed at small groups of people.
It can be designed in detail by an endless number of filters and sections, to such an extent that any political brand can reach any of us. Another factor is immediacy. A message placed on Facebook through a user and using people related to the political brand is capable of reaching thousands of people in just a few seconds. But Facebook knows very well what its clientele wants; it is no longer so easy to reach audiences. Either you’re very creative or you go through the checkout process.
Facebook and the rest of social networks in politics are extremely powerful media. With a well-developed strategy, it’s relatively easy to create content of interest to political clients. There are thousands of applications that make it easier to create publications that attract attention and, at the same time, attract even the brand to the citizen.
It does not require large investments and resources to work a political brand on Facebook. Rather what is needed is to plan and understand very well what it is that people expect to find there.
That’s the key.
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