What two local campaigns taught me about digital marketing, Meta advertising, and managing the conversation.
Election season is officially behind us, and this year I had the opportunity to help two candidates running for local office. One was an incumbent with name recognition and an established presence. The other was a newcomer building awareness from the ground up.
One won. One didn't.
But both campaigns offered valuable lessons about what it takes to run a political campaign in today's digital world, especially when social media isn't necessarily your thing.
Here are five takeaways I'd share with anyone considering a run for local office.
1. Start Your Meta Setup EARLY. Really Early.
Political advertising on Facebook and Instagram isn't as simple as boosting a post.
Meta has specific requirements for political advertisers, including identity verification, disclaimers, authorization processes, and restrictions on when advertising changes can be made.
Both campaigns encountered verification challenges. And when you're working against a fixed Election Day deadline, waiting for an approval or troubleshooting a missing verification option can be incredibly frustrating.
New Facebook Pages also come with additional hurdles. Some advertising features and disclaimer options may not be immediately available, meaning a brand-new candidate Page isn't necessarily ready to advertise.
My advice: Establish your campaign's social media presence months before you plan to advertise. Complete verification early, understand Meta's election advertising policies, and build in time for unexpected delays.
2. Your Campaign Needs a Brand, Not Just a Bunch of Flyers.
Election season brings an avalanche of campaign graphics, endorsements, yard sign photos, and increasingly, AI-generated content.
After a while, everything starts to look the same.
A recognizable visual identity helps voters connect your name, face, and message across platforms. Consistent colors, typography, photography, and graphic templates make a campaign feel organized and credible.
And while AI can be a useful tool for generating ideas, it shouldn't replace your authentic voice.
My advice: Invest in a simple campaign brand kit and a collection of reusable templates. Use real photographs, share personal stories, and create content that sounds like YOU. Your personality and perspective are what distinguish you from every other name on the ballot.
3. You Don't Have to Be a Social Media Person. But You Need a Social Media Plan.
Not every great community leader is comfortable creating Reels, writing captions, or navigating Facebook's advertising dashboard.
And that's okay.
But if you're running for office, social media is one of the places voters will go to learn about you. An inconsistent or inactive presence can become a missed opportunity.
You don't need to post every day or participate in every trend. You do need a strategy that communicates who you are, what matters to you, and why you're running.
My advice: Ask for help! Recruit someone who understands social media, whether that's a marketing professional, a trusted volunteer, or a campaign supporter. Develop a realistic content calendar and identify a few key messages you want voters to remember.
4. Posting Is Only Half the Job. Someone Needs to Watch the Comments.
If there was one thing in abundance this election season, it was trolls.
Political posts can attract everything from legitimate questions and thoughtful disagreements to misinformation, personal attacks, and people who seem interested only in starting an argument.
And when you're busy campaigning, attending events, and meeting voters, monitoring your social media accounts can easily fall through the cracks.
My advice: Have someone help monitor your Pages and establish a comment response strategy before things get heated.
Answer genuine questions. Even when someone disagrees with you, a respectful response demonstrates accessibility and professionalism.
Don't feed the trolls. Not every comment deserves a reply. Sometimes the best response is no response.
Correct misinformation thoughtfully. Stick to the facts, keep it brief, and remember that your response is also being read by everyone else.
Know when to take a conversation offline. A private message or invitation to connect directly can be more productive than a lengthy public exchange.
Establish moderation guidelines. Decide in advance how you'll handle spam, threats, abusive language, and personal attacks while respecting legitimate disagreement.
Remember, you're not just responding to the person who commented. You're demonstrating to everyone watching how you communicate under pressure.
5. Have a Message Strategy, Not Just a Posting Strategy.
One of the biggest challenges in political social media is the temptation to respond to everything.
Every community issue. Every opponent's statement. Every negative comment.
But successful communication isn't about saying more. It's about making sure people remember what matters.
For local candidates, I believe the most effective messaging is often the most human. Why do you care about your community? How do you approach difficult decisions? What experiences have shaped your perspective?
My advice: Identify three or four core messages and reinforce them consistently. Give people a reason to connect with you beyond a list of campaign promises. And before publishing or responding, ask yourself: Does this help voters better understand who I am and how I would serve?
The Biggest Lesson? Start Before You're Ready to Campaign.
Whether you're an incumbent or a first-time candidate, building a digital presence takes more time and planning than most people realize.
Social media alone won't win an election. But a thoughtful strategy can help you introduce yourself, build trust, answer questions, and make meaningful connections with the people you hope to represent.
This year, I was proud to help two people who cared enough about their community to put their names on the ballot. The outcomes were different, but the experience reinforced something I've believed throughout my marketing career:
Good communication isn't about being the loudest voice in the room. It's about being clear, consistent, authentic, and willing to engage.
And that's a lesson that applies well beyond election season.
Christie Denson Communications helps businesses, organizations, and community leaders navigate digital marketing, social media strategy, content development, and paid advertising. Whether you're building a presence from scratch or trying to make sense of an ever-changing platform, it's helpful to have a friend in marketing communications.
