The story of social media in political campaigns is still very mixed, but the number of campaigns thinking creatively and deploying social media to achieve specific objectives (versus racing for bragging rights over the number of fans or followers) is definitely on the rise. Votes are the ultimate goal for any campaign, but money and volunteer effort are the intermediate steps that a campaign should be using to judge the effectiveness of its social media. ll focus on Facebook, as it’s the dominant social medium used by campaigns of all sizes. Related Articles.

Paid Search strategies can now be crafted off of these concepts and understanding of the model. Another strategy would be to target very specific Long Tail keyword phrases that are searched less often, but are further down the purchase funnel. Therefore, a more targeted approach that aims at specific Long Tail keywords would develop into a successful strategy.