There are less than two months to go until the Iowa caucuses, and less than a year until we elect a new president of the United States on November 8, 2016. While each of the candidates for the highest office in the land is more than competent and capable, there will only be one winner at the polls.
To some of us, however, what happens between now and then is just as interesting as voting day itself. Who doesn’t enjoy sitting on the sidelines and watching a good, old-fashioned, knock-down, drag-out presidential campaign – particularly in this digital day and age?
The candidates may be crisscrossing the country on what seems like an endless campaign trail, but they are also sharing news, opinions, commentary, quips, and barbs across the social media landscape as well, especially on Twitter.
If you ask me, no matter the position each candidate has on gun control, homeland security, healthcare, or the economy – whether they lean to the left or to the right – all of them are connecting with audiences and getting the job done in 140 characters or less. In fact, in many cases they’re taking businesses and brands to school. Even if you don’t agree with their politics, you could probably learn a thing or two from following them.
Here are 10 ways all the presidential candidates are winning on Twitter – each and every tweet is a lesson for those vying for more votes of confidence from their own constituents on this channel.
Opinions are like noses; everybody’s got one…but not necessarily on Twitter. Businesses, brands, and corporate executives are all too often afraid to share how they feel online. Yet that’s how they’re going to gain the most traction. Toeing the line is boring. Your followers want to know what you think, and the presidential candidates know it. They pull no punches when it comes to their points of view – and that’s putting it mildly.
Example: Bernie Sanders
It is absurd that corporations are allowed to make a profit by building more jails and keeping more Americans behind bars.
— Bernie Sanders (@SenSanders) November 25, 2015
When you’re running for office, every second counts. Honestly, it should be no different for those who are running a business. Every presidential candidate realizes he or she can’t afford to miss a beat, and they’re on the clock practically 24/7. Their tweets are a reflection of what’s happening in their world almost up to the minute. Brands should take note – real-time is big time when it comes to success on Twitter.
Example: Chris Christie
— Chris Christie (@ChrisChristie) November 29, 2015
If you’re a one trick pony on social media, you’re going to get nowhere fast. In the race for president, the candidates – and the teams behind them – know it. Tweets from presidential candidates stand in stark contrast to the verbiage they dispense in person, and their streams are far from a monotonous barrage of the same old, same old. They’re as varied as possible; full of candid pictures, customized graphics, and short video clips pulled together especially for this channel.
Example: Martin O’Malley
— Martin O’Malley (@MartinOMalley) November 26, 2015
In direct mail, the industry in which I earned my livelihood for so many years, the axiom was that a bad offer to a good list performs better than a good offer to a bad list. The same goes for social media. You could be sharing the best content in the world, but if you don’t have an audience, what you have to say is moot. The more people that follow you, the better the chances are that your voice is actually heard. Except for Jim Gilmore, who surprisingly has less than 3,000 followers, each of the presidential candidates has an incredibly large number of followers – from George Pataki’s just under 100,000 followers, to @therealdonaldtrump’s over five million.
Example: Marco Rubio
— Marco Rubio (@marcorubio) November 24, 2015
Too many accounts on Twitter are either afraid to step out of line or are downright incapable of thinking out of the box. Watching what they tweet about is like watching paint dry. Not that all the presidential candidates are completely innocent in this category, but by and large they’re creative and clever – willing and able to mix it up every once in a while.
Example: Ben Carson
— Dr. Ben Carson (@RealBenCarson) November 21, 2015
Those who want to be elected as the 45th President of the United States in 2016 are nothing if not themselves. Even though their goals and objectives are surprisingly similar, each and every one of them is the genuine article; their own man or woman through and through. Whether they’re delivering a big speech or sharing a few words to a few thousand followers on Twitter, there’s no mistaking who’s who among them and what they each stand for – which is how it should be for anyone on this channel.
Example: Jeb Bush
These men and women are the future of our nation. As commander-in-chief, I’ll have their back. https://t.co/17FOLlw9re
— Jeb Bush (@JebBush) November 20, 2015
The writer in me hates to admit this, but it’s true; still and moving pictures tend to increase your engagement rates. Yup, it’s not all about the words. What you say is important, of course, but what you show counts even more.
Just ask the presidential candidates. They know the value of an opportune photo-op, because a picture is worth a thousand words.
Example: Mike Huckabee
— Gov. Mike Huckabee (@GovMikeHuckabee) October 16, 2015
One of the biggest mistakes made on Twitter is underestimating much time you have to spend on the channel in order to succeed there. Tweeting once, twice, even three times a day is probably not going to get the job done. Unless you’re a celebrity or a household name, you have to work hard for the attention. Follow the lead of the presidential candidates who, in many cases, are household names yet still tweet like there’s no tomorrow.
Example: Donald Trump
Sarasota was an unbelievable success. We expected 5,000, a record, but 12,000 showed up! Great love in the air! pic.twitter.com/utmlCpGNGu
— Donald J. Trump (@realDonaldTrump) November 28, 2015
Another way that so many in the corporate world drop the ball on this channel is to miss the opportunity, unintentionally or not, to have a conversation with their followers on this channel. In underestimating the importance of a reply, share, or like, they’re failing to close the loop between themselves and their audience. For the presidential candidates, engagement with constituents is even more important. That’s why they not only shake so many hands in real life, but also acknowledge as many followers as possible on Twitter.
Example: Ted Cruz
Thank you. Glad you liked it! https://t.co/9bCFbgAIvK
— Ted Cruz (@tedcruz) November 27, 2015
Something like this is easy for this bunch; wake up, look at the calendar, turn on the TV, then tweet about what’s trending. When you’re running for the highest office in the land, typically you are the news. But anybody has the opportunity to inject themselves into the national – or even global – conversation on Twitter.
As I once said in a past ClickZ article, “Taking advantage of trending news by writing about it as it is breaking can be a very effective way to inject your brand into the conversation if it is done in a clever, timely, and tasteful manner. The Grammys. The Academy Awards. The Olympics. Special events like these are ripe for the picking.”
Example: Hillary Clinton
So much to be thankful for. Wishing a happy Thanksgiving to you and yours. -H pic.twitter.com/BxnKu5CKwt
— Hillary Clinton (@HillaryClinton) November 26, 2015
Every year, the average business spends thousands of dollars on Facebook ads but has little or nothing to show for it. If this is true for your business, what can you do about it?
Twitter's own statistics say that videos are six times more likely to be retweeted than photos, and three times more likely than GIFs. But what is it that makes video on Twitter so effective?
Snapchat started as a simple messaging app that made the idea of ephemeral messages into a trend among social platforms.
Social media has changed the game in the hospitality industry. Most hotels use Instagram to visually engage their audience; some use Twitter for customer service and social listening; but many completely fail at Facebook marketing.