Ground Game

Ground Game

Ground Game · Card DC–01

Digital & Content

DC–01

The One-Post Test

The One-Post Test

The One-Post Test

Make sure your campaign post gives people a reason to care and something to do next.

Make sure your campaign post gives people a reason to care and something to do next.

Make sure your campaign post gives people a reason to care and something to do next.

3 steps · practice

The One-Post Test

The One-Post Test

The One-Post Test

The problem

Campaigns spend a lot of time posting updates that don't say much to anyone outside the campaign. A photo from an event. A thank-you to volunteers. An announcement that the candidate attended another meeting. There's nothing wrong with those posts. But too often, they assume readers already know why the event mattered, what the candidate is working toward, or why anyone should pay attention. The result? A busy social media feed that doesn't do much to build support.

Campaigns spend a lot of time posting updates that don't say much to anyone outside the campaign. A photo from an event. A thank-you to volunteers. An announcement that the candidate attended another meeting. There's nothing wrong with those posts. But too often, they assume readers already know why the event mattered, what the candidate is working toward, or why anyone should pay attention. The result? A busy social media feed that doesn't do much to build support.

The technique

Before publishing a campaign post, run it through three questions.

  1. Who is this for?

    Think about the person who doesn't already follow every campaign update. Would they understand what you're talking about?

  2. Why should they care?

    Make the connection between what happened and something that matters to the people you're trying to reach.

  3. What should happen next?

    Give readers a useful next step when one makes sense. That might be signing up, attending an event, sharing information, or simply learning something important. Not every post needs to ask for something. But every post should have a purpose.

See it work

See It in Action

See It in Action

Before

Great turnout at today's community cleanup! Thanks to everyone who came out. It was wonderful seeing so many familiar faces!

After

Twenty neighbors spent Saturday morning cleaning up the park on Oak Street. We filled 18 bags with trash, cleared the walking path, and heard from residents who want better lighting near the playground. We're bringing those concerns to the next town board meeting. Have something you'd like us to raise? Tell us in the comments.

What changed?

The second post tells readers what happened, why it matters locally, and what they can do next. It also gives people who weren't there a reason to participate. Illustrative example. The event, location, and details are fictional.

Your turn

Put a campaign post to the test.

Put a campaign post to the test.

Think of a recent post, or draft one you're planning to publish. Check it against the three questions: • Who is this for? • Why should they care? • What should happen next, if anything? Then write a stronger version.

Practice space

Nothing you type here is saved or sent anywhere.

Start writing to enable copying.

Cautions

Before You Use It

Before You Use It

Don't invent details to make a post more interesting.

Verify numbers, names, quotes, and claims before publishing.

And don't force an action request into every post.

Sometimes helping people understand an issue is enough.

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