Social media outreach

Catch fire

Social media uses algorithms to determine the content shown to people based on their demographic profiles. The algorithm is always looking for popular content that will

generate more traffic and engagement. Content sources that generate a lot of high-engagement content are referred to as being "on fire." The Republican echo chamber tricks the algorithms by increasing engagement using fake accounts called bots. Democratic committees can replicate the bot activity by asking their membership to engage with content from their social media feeds. This will cause the social media feed of the committee to "catch fire," drowning out the Republican Echo Chamber's content in that community.

Engagement events provide the Democratic Committee with a reason to talk to people and content to share. Every engagement event has a four-week promotional cycle that generates a lot of shareable content for the committee. This content drives awareness of the engagement event and the committee's activities in the community. On social media, the committee also shares content from volunteers about their neighborhood outreach efforts. Additional content is posted to the feed to keep readers informed about politics through the profiling of candidates and issues. Posts appear on the committee's feed three times a day. Supporters are encouraged to "engage" (comment, share, and like) with the content. Naturally occurring engagement that leads to the committee being seen by more people in the community is referred to as "organic growth." The committee can also pay to reach the community by paying to promote content so it appears on community members' social media feeds.

Social media companies monitor everyone's activity on their platforms. Committees can pay for these platforms to target Progressive Democrats living in their district. The social media content that the committee is paying to promote is designed to engage the audience based on a progressive point of view. This content takes the form of a survey tailored in two ways. One survey asks about upcoming election issues; the other surveys ask about candidates running for office. The paid content expands the community's reach by providing first contact opportunities.

The contact information for survey takers is combined with information collected from individuals who engage with social media content, attend engagement events, and are contacted as part of neighborhood outreach campaigns. This information is used to build a grassroots network in the community that will be a bulwark against the onslaught of misinformation from the Republican echo chamber. Find out how to be the solution to the toxic politics of America by clicking here