Across the cultural spectrum it is fashionable right now to “call out” or “destroy” others on social media with a single tweet or post. Often this is viewed through the rose tinted glasses of your political persuasion. This isn’t real engagement though. For Republicans, social media engagement is the opportunity to reach new audiences or meet your current audience where they are.
Engagement will start with a set of editorial guidelines that your team will need to produce. These guidelines should loosely cover how a person should respond to a positive comment, a negative comment, what kind of materials from websites to repost, and what to do if a user starts a challenging conversation. With these guidelines in place, your team can effectively engage audiences in real time which will boost credibility and awareness in the eyes of the platform and other users. Authentic brands are rewarded for their genuine and thoughtful responses, but brands that “totally destroy” or “obliterate” the other side are subjected to small corners of the broad discussion and limit the overall appeal. Members and donors want to be treated like people. People like positivity, humor, connection, and truth.