Jonah Patel
LinkedIn is a powerful platform for individuals seeking to expand their professional networks and further their careers. However, it can also be leveraged for political campaigns. LinkedIn offers advanced targeting and engagement options, enabling politicians to connect with grass-tops level influencers who can help achieve campaign goals. While political ads are prohibited on LinkedIn, politicians can effectively utilize the platform to share their positions on issues that resonate with LinkedIn members. This educational approach can differentiate politicians from the partisan campaign attacks prevalent in news media and other social media platforms. Understanding the priorities of LinkedIn members is key to crafting content that gains traction, as seen in the success of Hillary Clinton's posts during her campaign.
| Characteristics | Values |
|---|---|
| Political ads | Prohibited |
| Affiliate advertising | Prohibited |
| In-stream video ads | Requires LinkedIn's prior authorization |
| Targeting ads | Cannot be based on sensitive data or categories, including political affiliation or opinions, racial or ethnic origin, health data, religious or philosophical affiliation or beliefs, data relating to a criminal record or alleged or actual commission of a crime, sexual behavior or orientation, trade union membership, or income |
| Ad behavior | Must not deceive, confuse or degrade the experience of members who click on the ad |
| Ad destination | All members must be sent to the same destination URL and landing page from a click on the ad; the landing page must allow users to navigate away from the page |
| Ad content | Cannot promote illegal products, services, or activities; must not discriminate based on personal attributes such as age, gender, gender identity, disability, religion, ethnicity, race, color, national origin, or sexual orientation |
| Political content | Users can choose to see less political content in their feed |
| User engagement | LinkedIn can help find and activate grass-tops level influencers who have the resources and know-how to achieve campaign goals |
| User demographics | 81% of LinkedIn members say they plan to vote; 44% have donated to a political campaign; their median income is more than $100K per year |
| Successful strategies | Politicians should focus on laying out their positions on issues that LinkedIn members want to hear about and avoid partisan campaign attacks |
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What You'll Learn
Pros of using LinkedIn for political campaigns
While LinkedIn is often described as a platform for individuals seeking to expand their professional networks, it can also be a powerful tool for political campaigns. Here are some pros of using LinkedIn for political campaigns:
Targeted Outreach: LinkedIn offers sophisticated targeting options that can help political campaigns identify and engage with specific audiences. This includes the ability to target individuals based on their professional backgrounds, skills, and interests, allowing campaigns to connect with influential individuals who can help amplify their message.
Educational Platform: LinkedIn's focus on professional content and discussions sets it apart from other social media platforms. It provides an ideal platform for politicians to educate and engage with professionals on policy issues. By sharing thoughtful and informative content, politicians can establish themselves as thought leaders and connect with voters who are interested in substantive discussions.
High-Income Users: LinkedIn users tend to have higher incomes than the general population. For example, during the 2016 US presidential election campaign, 44% of LinkedIn users reported donating to a political campaign, compared to a national average of around 4%. This presents an opportunity for campaigns to reach and engage potential donors and supporters who are actively engaged in the political process.
Issue-Based Engagement: LinkedIn members have shown a preference for hearing about a candidate's position on specific issues rather than partisan campaign attacks. A survey found that LinkedIn users wanted to know a candidate's stance on issues such as small business development, student debt, and income inequality. This provides an opportunity for politicians to focus on policy discussions and connect with voters based on the issues they care about most.
Grassroots Activist Engagement: LinkedIn can be a powerful tool for identifying and engaging grassroots-level influencers. These individuals may have the resources and expertise to help amplify a campaign's message and achieve its goals. By connecting with these influencers, campaigns can leverage their networks and influence to gain additional support and visibility.
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Cons of using LinkedIn for political campaigns
While LinkedIn can be a powerful tool for political campaigns due to its state-of-the-art targeting and engagement options, there are several cons or potential drawbacks to consider before leveraging the platform:
LinkedIn's professional focus: LinkedIn is primarily a platform for professional networking and career advancement. As such, users may not be as receptive to political content or advertising, which could be seen as a distraction from the platform's core purpose. This is reflected in the fact that LinkedIn members can choose to hide or reduce the amount of political content they see in their feeds, indicating a potential lack of engagement with political campaigns.
Limited reach: Compared to other social media platforms, LinkedIn has a smaller user base, which may limit the reach and impact of a political campaign. As of 2021, Hillary Clinton was the only presidential candidate with a notable presence on LinkedIn, with 320,000 followers, while her closest competitor, Ted Cruz, had only 18,000 followers. This suggests that LinkedIn may not be a priority for political campaigns, at least in terms of direct engagement with voters.
Restrictions on political advertising: LinkedIn's advertising policies prohibit political ads, including those advocating for or against a particular candidate, party, or ballot proposition, or those fundraising for political candidates or organisations. This is a significant limitation for political campaigns, as advertising is a key tool for reaching and influencing voters.
Sensitivity and controversy: LinkedIn's focus on professional networking means that users may be less tolerant of controversial or sensitive political content. To maintain a professional image, LinkedIn members may be more cautious about engaging with political topics that could be seen as divisive or controversial. This could limit the effectiveness of a political campaign, particularly if it relies on generating emotional responses or taking strong stances on divisive issues.
Potential for negative backlash: While LinkedIn can provide access to influential individuals, there is also a risk of negative backlash or criticism from this audience. If a political campaign on LinkedIn is not carefully managed, it could lead to reputational damage or backlash from influential users, which could then spill over into other media channels.
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LinkedIn's advertising policies for political campaigns
LinkedIn is a platform for individuals looking to expand their professional networks and further their careers. However, it can also be used for political campaigns. LinkedIn's state-of-the-art targeting and engagement options can help political campaigns find and activate grass-tops level influencers who have the resources and know-how to achieve campaign goals.
However, LinkedIn has strict advertising policies that prohibit certain types of content. Political ads, for example, are not allowed on LinkedIn. This includes ads advocating for or against a particular candidate, party, or ballot proposition, as well as ads intended to influence election outcomes or fundraise for political organizations. LinkedIn also prohibits ads that exploit sensitive political issues, even if the advertiser has no explicit political agenda.
In addition to the restrictions on political advertising, LinkedIn's advertising policies also prohibit ads related to affiliate advertising without prior authorization. Ads must comply with LinkedIn's Professional Community Policies, which include a zero-tolerance approach to discrimination based on personal attributes such as age, gender, disability, religion, and ethnicity. LinkedIn also prohibits ads promoting illegal products, services, or activities, as well as those that promote hacking, cracking, or circumvention tools.
It is important to note that LinkedIn periodically updates its advertising policies, so advertisers should regularly review the policies to ensure compliance. LinkedIn reserves the right to change these policies at any time without notice and to reject, approve, or remove any ad at its discretion. The platform strives to review ads within 24 hours and will provide a reason for any ad rejections.
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Examples of successful political campaigns on LinkedIn
LinkedIn is a powerful tool for political campaigns, with its state-of-the-art targeting and engagement options. It provides a great avenue to reach out to grass-roots level influencers who can help achieve campaign goals. With over 400 million users worldwide, LinkedIn has a vast audience, and its users tend to be more politically engaged, with 81% of US-based users saying they planned to vote in the 2016 Presidential election.
Jagmeet Singh's NDP Leadership Campaign
Jagmeet Singh's campaign for NDP leadership in 2017 is a great example of a well-structured campaign. It was split into three phases, similar to the Marketing Funnel, which aims to interact with the target audience according to the business journey stage. The first phase focused on onboarding new NDP members through face-to-face interactions, such as canvassing. The second and third phases involved following up with phone calls and emails, determining supporters and encouraging them to vote.
Jacinda Ardern's Social Media Strategy
New Zealand's Prime Minister, Jacinda Ardern, implemented a successful social media strategy during her 2017 election campaign, focusing on Instagram. She branded herself as an 'ordinary person', sharing relatable snaps of her daily life and working mother experiences. This allowed her to connect with the general public and showcase positive interactions with the public.
Donald Trump's 2016 US Election Campaign
Donald Trump's 2016 election win was largely attributed to his effective use of social media and content marketing. He built a strong brand identity, with people associating him with luxury, wealth, and celebrity. His iconic slogan, "Make America Great Again", became a central and powerful part of his campaign.
Barack Obama's 2008 Campaign
Barack Obama's 2008 campaign was the first to utilise social media promotion in political campaigning. He spent approximately $22.25 million on political ads, recognising the importance of reaching voters directly through online platforms.
While these examples showcase the power of LinkedIn and other social media platforms in political campaigns, it is important to note that each campaign is unique, and strategies must be tailored to the specific candidate and audience.
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Examples of unsuccessful political campaigns on LinkedIn
While I could not find specific examples of unsuccessful political campaigns on LinkedIn, there are some general guidelines that can contribute to a campaign's success or failure on the platform.
Firstly, LinkedIn is a professional networking site, so it is important to maintain a professional tone and focus on issues that are relevant to the platform's audience. This means avoiding partisan campaign attacks and instead presenting well-articulated positions on topics like economic policies, education, and social issues. For instance, a post by Hillary Clinton during her 2015 campaign that did not align with the priorities of LinkedIn members generated significantly fewer views than her other posts.
Secondly, LinkedIn offers advanced targeting and engagement options, allowing campaigns to identify and activate grass-tops level influencers who can help achieve campaign goals. However, it is essential to understand the platform's demographics and tailor your content accordingly. For example, in 2016, Ted Cruz had significantly fewer followers on LinkedIn than Clinton, indicating that his campaign may not have effectively leveraged the platform to reach and engage with their target audience.
Thirdly, political advertising on LinkedIn must comply with the platform's policies. LinkedIn prohibits political ads that advocate for or against specific candidates, parties, or ballot propositions. Additionally, ads must not target sensitive data categories, including political affiliation, racial or ethnic origin, health data, religious beliefs, and sexual orientation. Failure to adhere to these policies can result in ad rejection or account suspension.
Lastly, LinkedIn users have the option to hide political content in their feed preferences. This means that your campaign's content may not reach all intended viewers, especially if it is perceived as overly political or quasi-political. Therefore, it is crucial to strike a balance between promoting your campaign and providing valuable, educational content that aligns with the interests of LinkedIn members.
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Frequently asked questions
Yes, you should use LinkedIn for your political campaign. LinkedIn can help you find and activate grass-tops level influencers who have the resources and know-how to achieve your campaign goals.
You can use LinkedIn to lay out your positions on the issues that LinkedIn members want to hear about and stay away from partisan campaign attacks. You can also use LinkedIn's state-of-the-art targeting and engagement options to target your campaign.
LinkedIn prohibits political ads, including ads advocating for or against a particular candidate, party, or ballot proposition or otherwise intended to influence an election outcome. LinkedIn also does not allow ads that are inappropriate during times of tragedy, disaster, or other sensitive events.
Yes, you can post about your involvement in a political campaign on LinkedIn. However, be mindful of the platform's policies on political content and sensitive data. You can also adjust your feed settings to see less political content if you prefer.
