Social media 101Running an effective digital campaign

What we will take you through

• Which platforms are available, and what are they effective for?

• How does the Labour Party use social media?

• How should you be using social media?

• What resources are available?

Which platforms are available?

The top platforms

Facebook

Create community through groups

Mobilise via events

Share messages and create social proof

Twitter Instagram

Personal stories

Rebuttal and attack

Humour

Upselling

“Normalising” politics

FOMO and mobilisation

How does the Labour Party use social media?

The pillars of our content

Persuade

Attack

Mobilise

People to vote Labour

The Tories’ policies

Your supporters

How that actually looks: Persuade

https://www.facebook.com/labourparty/videos/10156003475062411/

https://www.facebook.com/labourparty/videos/210473379867308

How that actually looks: Attack

https://www.facebook.com/labourparty/videos/10155981191062411/

How that actually looks: Mobilise

So how should you be using social media?

• What are you campaigning for?

• What events are you organising?

• What are your councillors or MP up to?

• What’s going on in your community?

• How do national or regional issues affect your area?

• What are your opponents doing?

• Who do you need to talk to?

What is it for?

Local examples

Engaging with local social media

• Check out local Facebook or Nextdoor groups, hyperlocal news sites and message boards

• Get involved, make comments and make Labour’s case online

• BUT be cautious how and who you engage with, andthe tone you take

• Be creative, use humour• Tell personal stories & be conversational• CREATE a sense of urgency!!!• Have a call to action – what next?• Always use ‘rich content’:

Video > Images > Plain text• Post regularly and at the best times

Top tips for your posts

But good copy is good copy

• No matter the audience or format:

– Keep it short, simple, snappy and punchy

– Write with visual and physical imagery

– Stories are how we understand the world

– Emotion grips attention and creates connection with audiences

– Urgency moves people to action

Tips for good copy

• Always use the active voice, eg: ‘I’m fighting for…’

• Proof read: punctuation, spelling and grammar always matter

• Break up your text with returns so lines don’t bunch together

Capture attention quickly

• Use attention-grabbing headlines like‘REVEALED’ or ‘SHOCKING’

Examples of good, local ad copy

Clear call-to-action

Personal, emotional story, with action and values

Social pressure

Urgency

Short, sweet and to-the-point, while hitting all the right notes.

But what if you’re short on time?

Cheat! Share user-generated content

Cheat! Share relevant news articles

Cheat! Share content from

regional Labour, national Labour or your local Labour councillors & MPs

Creating a safe space in your Facebook Group

1. Set rules

2. Moderate

3. Report

complaints@labour.org.uk

What resources are available?

Help with content

• Customisable share-graphics for campaigns or elections at http://connects.labour.org.uk

• Graphics and model copy for national campaigns at labour.org.uk/campaigns

Facebook advertising

• Advertising on Facebook is the best use of your money online

• Specific requirements on Facebook re verification and payment

• ‘Promote’ is the Party’s tool to create and manage Facebook ads

Further training & guides

• Look out for training offered at Annual Conference and online on digital campaign strategy, content & Promote

• E-Learning courses to come on Achieve.labour.org.uk

• PDF guides on labour.org.uk/training

So what should you do?

• Start creating content!

• Bolster the Party’s key messages, locally and creatively

• Create safe, inclusive digital spaces

Thank you for listening!

@UKLabour

/labourparty

@uklabour

Useful contacts and sites to visitTraining Team - training@labour.org.uk | labour.org.uk/training | achieve.labour.org.uk

Labour Party Fundraising and Development Team - development@labour.org.uk

Legal Hotline - legal_queries@labour.org.uk |020 77831498

Telephone: 0345 092 22 99

Option 3 | Campaign Technology | campaigntechnology@labour.org.ukMonday – Friday 9:30am – 6:00pm

Option 3, Option 2 | The Organise Team | organise@labour.org.uk Monday – Friday, 10am – 4pm

Option 5 | Labour Membership | labourmembership@labour.org.uk Monday – Thursday 9am–5pm, Friday 9am–4:30pm