Why can’t a campaign run mostly off of social media? It’s free (maybe $8/month) to post something that millions will see. Even if your audience doesn’t have that platform someone, even your campaign staff, will eventually repost to every platform for you for free. The tv news will usually mention a tweet or post that a political candidate says so again that’s free advertising. What am I missing?
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Notwithstanding the cost, for a campaign to succeed, they have to appeal outside of their core audience. On social mead, the interaction is primarily with their core. They would be wasting an effort, no matter the cost. To reach the undecided, they have to seriously scatter a message to the widest audience. That’s TV/steaming, radio/streaming, or the bain of my existence, direct mail.
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