Political brands - meaning elected officials (members, senators, governors, etc.) - should be focusing their content strategy on offering their followers exclusive content which serves as an incentive for following and engaging with that brand. That could include anything from behind-the-scenes photos, first looks at videos, and other special materials. If brands continually offer the same articles, press releases and news clips that are available anywhere online then what’s the incentive to follow?
Justin LoFranco is the Digital Director for Darrell Issa (R-CA), Chairman of the House Oversight Committee