In order for B2B brands to replicate this approach in their own communications, organizations must put a lot of thought and research into their ideal buyers. These things might include their titles, their constraints or pain points, or the industries they serve. Once you have a good idea of who you are talking to, your communication must be tailored to the individual buyer. This might mean a video that highlights a CMO’s main considerations in spending their technology budget; a white paper that walks a marketing coordinator through what to look for when investing in a new solution; an educational webinar that a specialist could attend to improve their skills. Opt for persona-based outreach, and your presence on social will be all the richer.

2. Tie Your Multi-Channel Programs Together

It’s clear that while social media has earned a prominent role in recent political outreach, email remains the bedrock of the modern political campaign. Email is the engine that drives everything else forward – pleas to donate, gratitude for past contributions, alerts to ongoing debates and upcoming rallies. As such, it’s become more and more important for candidates to take a broader view of their promotional efforts, accounting for each and every channel that they use.

Many politicians are tying in their offers and messages on social with their communications to voters via email, to their mobile ads as well. Following a recent and unexpected win in Michigan, for instance, Bernie Sanders’ fundraising offensive began just moments after polls closed. Sanders made a call for donations on Twitter that was followed simultaneously by an email reminder, with a link to the campaign’s fundraising page. It was a coordinated blast that really capitalized on momentum when it counted, and it reflected broader changes in social media. For example YouTube, Facebook, and Twitter have recently made donation channels available to better assist with donor acquisition and stewardship.