One reason political candidates may be turning to Facebook to reach potential voters in the 2012 elections is that online political advertising is shared at twice the average rate as commercial brand ads.
That’s one of the findings in a recent white paper from SocialVibe, an engagement ad firm that is launching a social media-based engagement tool for political campaigns.
In a news release, SocialVibe said it hopes to leverage the engagement model they use with consumer brands such as McDonald’s and Best Buy to work with every type of political campaign–from city council up to the presidency–as well as political action committees.
Using the SocialVibe ad model, social media managers or digital strategists can tailor each ad engagement to specific audiences, honing in on demographic and geographic data.
For example, political campaigns can create an engagement specifically targeted at women who self-identify as conservative, “like” a specific candidate or party, and live within a particular zip code.
People who complete an engagement then have the opportunity to share it with their friends on Facebook, giving campaigns the opportunity to present their message via a trusted source to people who are ready to give the ad their full attention.
So far, the current crop of presidential contenders have been very aggressive in their use of Facebook to reach new supporters and potential voters — so it will be interesting to see how the SocialVibe engagement model will fit into all of this.
Here’s how Jay Samit, chief executive officer of SocialVibe, describes it all in today’s news release:
Engagement advertising has proven to be the most cost effective form of advertising for brands. By bringing the model to the political landscape, campaigns and voters alike can get the true value out of political advertising within social environments like Facebook.
Readers, how effective do you think these engagement ads will be on Facebook in the 2012 election cycle?