Digital Beachheads: Now on

Some beachheads are digital, while others are made of sand.

I’ve been experimenting recently with cross-posting articles to, and last month’s Digital Beachheads article is the latest. With a new title, too, so check out Digital Beachheads: How to Use Facebook to Build Progressive Support in Trump Country and see what you think.

This outreach model doesn’t strike me as particularly novel, but relatively few people in the nonprofit advocacy world I’ve spoken with seem to have considered the basic idea. I.e., use Facebook recruiting ads to find your supporters in hostile territory, then put those people to work as outreach and messaging hubs within their social circles. It’s an approach that takes advantage of social validation for messaging, but avoids the pile-on effect of negative comments that can strangle an outreach campaign before it has a chance to get going.

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Colin Delany
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