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Social campaigning is all about optimization. Therefore, we tweak what we are doing for NFIB continually so that we can stay on a positive trend within the social spheres.
Results

Without the assistance of giveaways that often net short-term connections, NFIB went from 3,000 Facebook likes to over 200,163 and counting. Twitter followers increased from 6,200 to over 67,000 to date.

Objective

Attract, engage and retain national membership of 350,000 through NFIB’s social media universe.

Strategy

Form long-term connections by peaking interest through current event political messaging that speaks to small business owners and advocates.

Tactics

We utilized a Facebook “like” campaign targeting both interests and messaging to the politically conservative small business audience. For Twitter, we scheduled paid ads in the form of promoted tweets while we also promoted the @NFIB account to likeminded users.

Targeting Behaviorally

When placing on Facebook, we always look to behaviorally target our ads so that we’re reaching like-minded individuals.

Adding 75 New Followers Daily

Twitter has seen significant growth, from daily followers to engagement – current and prospective followers went from a handful to averaging 851 clicks, 14 Retweets and six @Replies per day.