The BIG Idea File: Sidewalk Chalk versus Social Media – Does It Really Have to Be a Battle of the Medium?

Whenever the impossible happens in politics, journalists and political analysts struggle to explain why. Their readers want to know how the underdog pulled off a come from behind victory against the clear favorite. Their answers varied widely, but a common thread included hushed whispers of social media.

It’s true much of the success of our fabled underdog can be attributed to a successful social media campaign targeting younger voters and tapping into a new source of public awareness, but what many forget to mention is all the other traditional media he used to get the word out and drive record-breaking voter turnout.

Social Media isn’t a Panacea – It’s a Medium to Get Your Message Out

Now I am no political analyst or even a reasonable hand-drawn facsimile, but I know good marketing and record voter turnout in a city known for voter apathy in support of our underdog took good marketing.

How did our underdog pull out a from behind victory? Simple: his message was everywhere – from social media to sidewalk messages reminding voters to vote (and to vote for him). The lessons in marketing are everywhere in that campaign, but here are a few gems to take away:

#1: Message Matters – Do your homework on what your target audience needs and wants and focus your messaging on addressing those pain points. All style and no substance doesn’t have the staying power or the social media share factor so spend time crafting a solid value proposition.

#2: Integrate Social Media – Don’t think of social media as a replacement for other marketing channels, like outdoor signage or traditional advertising, because not everyone communicates via facebook, twitter and YouTube, but if a segment of your target market uses social media, it’s important to integrate those channels into your campaign.

#3: Leverage the Traditional – If there is a marketing medium that everyone in your industry uses, don’t attempt to be noticeable in your absence. Social media is not a replacement for traditional marketing channels.

#4: Remember the Unusual – Marketers flock to social media because it’s free, but so is sidewalk chalk. Don’t let the glamour of online marketing overshadow other clever marketing and publicity stunts. The purpose of marketing is to create multiple touch points.

#5: Match your Message to the Medium – Just as you wouldn’t attempt to spell out your entire platform in sidewalk chalk, don’t try to shoehorn a traditional marketing approach into social media. Every marketing platform has its own internal rules – find ways to work within, not against, the medium.