Digital Specialist Allison Balden was recently interviewed by Campaign & Elections:
Republican digital practitioners are going through a version of what their Democratic colleagues experienced following former President Obama’s online success in 2008: A drumbeat of requests from clients to emulate what former President Trump did with his online presence.
“They want to focus more on the hard-right topics because that’s what’s going to get the people out to the polls,” said Allison Balden, who recently rejoined Las Vegas-based McShane LLC as a digital specialist.
The practical problem is, as any Democratic practitioner who experienced this knows, most of these down-ballot candidates can’t generate the sort of digital following that was achieved at the top of the ballot. In Balden’s case, she said she’s partly able to satisfy the be-like-Trump requests by focusing her clients’ content on issues that activate the party’s base.
Balden said the biggest issue to confront is one of volume online. After watching Trump’s Twitter feed over the years, too many Republican candidates now think it’s a smart idea to emulate that, both in volume and tone.
“I think posting 5-10 times is exceeding the limit. [Supporters] are going to see the most recent post, and not the nine others from earlier in the day,” Balden said. “It’s important to have a good schedule. A good lesson for our clients is finding a balance.”