Targeted Facebook Ads Aren’t Just for Big Political Campaigns

April 21st, 2009

Today’s POLC panel about Online Politics at the State Level aimed to be practical and specific, which is why we packed it with people who’ve actually run for office. One takeaway: targeting Facebook users via advertising is easier than I expected, even for local candidates. Republican Patrick Mara, who defeated a 16-year incumbent in a DC city council primary last year (he lost in the general), got excellent results from aiming ads at Facebook users based on information they specified in their profiles.

For instance, Patrick was in favor of allowing gay marriage, so he pushed information about his stance out to DC Facebook users who’d listed their sexual orientation as gay. If Facebookers had kids, he targeted them with ads about the school system, and if they were Republicans, he hit them with information about taxes, school vouchers and similar conservative favorites. Very clever! And apparently quite cheap for the results — Patrick found Facebook advertising to be a great way to recruit volunteers. Future local campaigns, take notice.


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6 Comments Add your own

  • 1. Jill  |  April 21st, 2009 at 10:45 pm

    Colin – it was great to meet you and you did a great job with the panel (the panelists were very good as well).

    Here’s a link to the live-blog of the session in its entirety.

    Looking forward to following more here, it’s one of my favorite sites to recommend.

    Live-blog: Online Politics at the State Level

  • 2. links for 2009-04-22 &hellip  |  April 22nd, 2009 at 2:30 pm

    [...] e.politics: online advocacy tools & tactics » Targeted Facebook Ads Aren’t Just for Big Polit… [...]

  • 3.  |  April 26th, 2009 at 7:09 pm

    [...] e.politics: Targeted Facebook Ads Aren’t Just for Big Political Campaigns [...]

  • 4. 2009 Online Politics conf&hellip  |  April 27th, 2009 at 2:44 pm

    [...] Delany touches lightly on Patrick Mara’s use of Targeted Facebook Ads during his bid for DC Council.  In the interest of full disclosure, I helped Cary Silverman [...]

  • 5. e.politics: online advoca&hellip  |  December 8th, 2009 at 4:53 pm

    [...] and messaging points whether they’re clicked or not. Another advertising angle to consider is advertising on Facebook and portal sites such as Yahoo or AOL, since they frequently have extensive demographic data on [...]

  • 6. e.politics: online advoca&hellip  |  December 8th, 2009 at 8:23 pm

    [...] Targeted Facebook Ads Aren’t Just for Big Political Campaigns [...]

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