Pence, Gregg campaign social media strategies differ

INDIANAPOLIS (WISH) – TV ads are still the most important element in a statewide political campaign. That’s where most of a candidate’s money is spent. But a lot more effort goes into the social media campaign.

Both of the candidates for governor, Republican Mike Pence and Democrat John Gregg, have a social media strategy. And as you might expect, they are different.

The Mike Pence campaign Twitter account is labeled with the candidate’s name (@mike_pence) and tweets are in his voice. It’s as if Mike Pence is talking to you.

“Governor’s very hands on,” said campaign social media director Caroline McKinney. “He’ll send us articles. He’s very engaged with what we post and how we post it.”

But McKinney is the one who hits the send button. She and other staffers compose tweets.

So, if you see a tweet, how do you know who did it? “It’s a mystery,” said McKinney.

The John Gregg campaign twitter account is labeled @GreggForGov.

“It’s coming from the campaign always,” said Communications Director Jeff Harris.

It’s a collection of messages about John Gregg, his policies and activities, even though some of the material comes from him.

“I would say that John provides probably about 40 percent of the content,” said Harris.

The governor has a bigger social media reach and a more rigid strategy, one tweet an hour, three Facebook posts a day.

“Use Twitter, Facebook, Instagram, Snapchat as a megaphone to amplify that message,” said McKinney.

The Gregg campaign is planning Facebook town halls and Q&A sessions on Twitter. Its social media strategy is evolving.

“You’ve got television, you’ve got radio, now you’ve got social media,” said Harris. “They’re all part and parcel to getting your message out.”

Soon, if not already, you won’t be able to avoid the campaign on social media.