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In developing a social media strategy identifying who your audience is and where you can find them is critical. Given that there are currently more than 900 million Facebook accounts, and 155.0 million of them are in the United States, it is likely that your targeted audience is logging in on a daily basis. If you are a political candidate, elected official, or an advocacy group trying to influence public policy, a considerable portion of your audience resides on Facebook.

According to the US Census Bureau, in 2010, there were 229.7 million people over the age of 18 living in the United States, of which, 210.8 million (91.8%) were US citizens eligible to vote. During the 2010 election cycle, there were 137.3 million (65.1% of eligible voters) registered to vote, and 95.99 million (45.5% of eligible voters) who voted in the November election.

Though applying these percentages to Facebook will not provide accurate results, they can provide a sense of the size of the voting population present on the social networking site. According to Facebook, there are 142.5 million accounts registered to individuals over the age of 18. If 91.8% of them were citizens, we would have roughly 130.8 million eligible voters on Facebook. If 66.1% of that number were registered, there would be 86.5 million registered voters on Facebook, and therefore 59.5 million (45.5% of eligible voters) who might turn out in this years  presidential election (my guess is that this number will be hire as voter registration efforts kick into gear).

The most successful politician on Facebook is President Barack Obama, with 26.6 million people who “like” his page. That number represents 3.0% of all Facebook accounts. Though it is highly unlikely that 100% of his Facebook followers are US citizens who are over the age of 18 and registered to vote, if we assumed for the moment that they were, he could have as many as 12.6% of people eligible to vote in the United States in his audience. Certainly when President Obama speaks, Facebook listens.

Though his campaign expended considerable resources to establish this sizable presence, today his only cost to engage with this audience is the time it takes to update his status. Though the campaign should know what the average cost was per follower, the ROI on that investment every time he engages is substantial.  In addition, think for a minute about the insight data that they have to analyze about who their followers are, where they are located, and all of the other demographic data that comes with it.

When you compare the cost of reaching these populations with a single direct mail piece ten years ago, and multiplied that by the number of status updates posted weekly, the ROI for this candidate is stunning.

Do you think the effort of building an audiences on Facebook is worth the return on investment?  How should you be engaging your audience to strengthen your relationship with them? What content should you be delivering to keep these audiences engaged?

Popularity: 8% [?]

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So this is the week that Facebook grows up and will need to provide an ROI to all of its new shareholders.  I don’t know about you, but I really am beginning to question where social media is headed.

It was not that long ago that we were warning brands and businesses that social media channels were places that you provided value to your audience eighty percent of the time, and only spent twenty percent of your time marketing your brand.  In fact, we warned businesses that too much advertising would turn your audience off, and they would choose not to follow, subscribe, or like you.

Since nothing is free in this life, it was inevitable that social media channels would have to generate a revenue model, and that advertising would ultimately be the source of that revenue.  As a baby boomer, I have been subjected to advertising my entire life.  Television, as you would expect was the primary delivery vehicle for Madison Avenue to reach me, and network programming was the hook – 20 minutes of free content in exchange for 10 minutes of commercials.

Cable television evolved with a new model that appealed to an audience that didn’t want to be bothered by commercials – paid subscriptions.  Pay us a fee, and we will spare you from being inundated by advertisers.

It is inevitable that Facebook will have to bombard us with advertising to generate the revenue necessary to sustain its initial public offering.  For some, that will be the price to pay for free social interaction.  Will everyone be willing to pay that price?

Since the average user wants to interact with their friends, I wonder what you and your friends might be willing to pay for a subscription based social media channel that provides the value of Facebook, Twitter, and YouTube, without the advertising.  Don’t get me wrong, I don’t believe that Facebook will go out of existence next week.  But I do wonder, given the rapid advancement in technology and innovation, where the evolution of social media is headed.  My guess is there are kids at some college or university pondering that question right now.   Anyone up for creating a social media version of HBO?

Popularity: 8% [?]

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Social Media and Local Governments

May 7, 2012

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Local governments have made significant investments over the past decade in building websites and experimenting in what types of content they should contain. The question has been how to get the public and local businesses to take full advantage of the content local governments are distributing. The Challenge For Local Governments The challenge for local [...]

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Effective Communication Requires a Strategic Communications Plan

May 2, 2012

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I was invited to speak in front of members of the Pennsylvania Association of Convention and Visitors Bureaus on how to effectively communicate with public officials.  As a government relations and public affairs professional who makes a living as a lobbyist, they believed that I might have some insight on how to build relationships with [...]

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It is OK to Outsource your Social Media Presence

April 4, 2012

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Over the past couple of years we have seen political candidates and politicians increasingly using social media to connect with voters and their constituents. Many politicians have asked me if they should personally post updates to Facebook or send out their own tweets. They understand the increasing value of having a presence but just like [...]

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