Heads up: Top comment and controversy

Top 10 Facebook posts from the Obama campaign

Cedar

The post-election coverage in America has been dominated by three main strands of thinking. First, the rise and rise of the minority (especially Hispanic) vote; second, how the Republican party needs to change; third, the brilliance and efficacy of the Obama's campaigns get-out-the-vote strategy - and in particular its digital manifestations.

That strategy was largely about converting the Obama brand into positive, voting action. One of the weather-makers in the field of brand development is the agency Cedar. Over on their website is an insightful analysis of the way Obama's Facebook page, which has over 30 million fans, became as they call it the "frontline in supporter engagement". Here's a flavour:

"The ‘everyday family’ status update (or why it’s important to blend in): "It might surprise the political pundits that over the entire campaign, Obama’s four most popular status updates featured natural, ‘unplanned’ shots of his wife and family, not posed presidential pictures, snappy campaign messages or wizzy infographics.

That's not to say there isn't a place in social media for this weightier content. But what the stats show is that Facebook still galvanises the highest levels of engagement when used as a person-to-person medium, and that images posted which are in keeping with the rest of someone’s newsfeed (not dissimilar to those being shared by families and friends) tend to do well.

Brand lesson: Personalised content, perhaps using staff or celebrities, is worth exploring. However, brands need to be careful to retain a natural authenticity – customers will know if it’s staged."

SOURCE

React Now

Read Next
 

Daily catch-up: Gordon Brown’s finest hour, a letter from Quebec and the problem of anti-politics

John Rentoul
 

i Editor's Letter: The campaigning is over. So now we wait...

Oliver Duff Oliver Duff
Mystery of the Ground Zero wedding photo

A shot in the dark

Mystery of the wedding photo from Ground Zero
His life, the universe and everything

His life, the universe and everything

New biography sheds light on comic genius of Douglas Adams
Save us from small screen superheroes

Save us from small screen superheroes

Shows like Agents of S.H.I.E.L.D are little more than marketing tools
Reach for the skies

Reach for the skies

From pools to football pitches, rooftop living is looking up
These are the 12 best hotel spas in the UK

12 best hotel spas in the UK

Some hotels go all out on facilities; others stand out for the sheer quality of treatments
These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

Widespread fear of Isis is producing strange bedfellows

Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
Topshop goes part Athena poster, part last spring Prada

Topshop goes part Athena poster, part last spring Prada

Shoppers don't come to Topshop for the unique
How to make a Lego masterpiece

How to make a Lego masterpiece

Toy breaks out of the nursery and heads for the gallery
Meet the ‘Endies’ – city dwellers who are too poor to have fun

Meet the ‘Endies’ – city dwellers who are too poor to have fun

Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

Ian Paisley’s decision to make peace with his IRA enemies

His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam
'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

Exclusive extract from Janis Winehouse's poignant new memoir
Is this the role to win Cumberbatch an Oscar?

Is this the role to win Cumberbatch an Oscar?

The Imitation Game, film review
England and Roy Hodgson take a joint step towards redemption in Basel

England and Hodgson take a joint step towards redemption

Welbeck double puts England on the road to Euro 2016
Relatives fight over Vivian Maier’s rare photos

Relatives fight over Vivian Maier’s rare photos

Pictures removed from public view as courts decide ownership
‘Fashion has to be fun. It’s a big business, not a cure for cancer’

‘Fashion has to be fun. It’s a big business, not a cure for cancer’

Donatella Versace at New York Fashion Week