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The SCORE Process: R is for Reinforce

You must repeat your message.
You must repeat your message.
You must repeat your message.

Get it?

In today’s world of always-on, 24-7 media, devices on every hip, in every pocket, and every home, there’s a lot of noise to compete with. So you need to put some extra power behind your messages.

A 2007 study noted that an average person is exposed to as many as 5,000 marketing messages per day. 

That’s a lot of stuff for the average person to filter through. So why not make it easy for your voters, customers or clients to find you?

With the SCORE process, we recommend you reinforce your messages and content through paid and earned channels to make sure you’re heard.

You gotta pay to (get some) play.

Remember the good old days, when you could put up a Facebook post and get hundreds or thousands of impressions, likes, and clicks for free? Not anymore.

It’s not news, but it is news to many organizations that if you aren’t paying to boost social media content, odds are you aren’t even connecting to your existing audience. This also means you probably aren’t expanding your audience either. 

In 2004 the almighty Facebook realized it had access and data on millions of users, and that brands (read: companies, organizations, campaigns) should and would pay for their content to be seen by those audiences.

The result of this change in the Facebook algorithm was twofold.

First, your content would only be seen by those audience members who are already active and engaged viewers of your content.

In other words, if you have a comment-on-every-post follower, they’ll still see your content. But to reach that less-engaged follower, you would have to pay Facebook to guarantee that he or she saw your post.

The second result, more optimistic than the first, is that you can also avail yourself of millions of other like-minded people who are not currently part of your Facebook audience, for a small fee.

It wasn’t too long and other social networks followed suit, and now the social media ecosystems are made up of two distinct groups of brands – those that are seen and those that are unseen.

What does this mean for you and your content?

If you want to ensure your content is seen, you must reinforce and share it through paid media, and the easiest way to do that is through paid social advertising. It’s pretty simple and not terribly expensive, but it may mean the difference between winning and losing. 


Remember, you want to boost your content on the channels where your target audience lives and spends their time.

Looking for baby-boomer insurance clients?
Take a pass on Snapchat and load up on Facebook.

Wanting to reach entrepreneurs or business leaders?
Facebook and LinkedIn are both strong options.

So fear not. We are here to help, with this nifty list of resources to help you navigate this new world of “paid advertising” on social media. Some of these resources are “on-platform,” meaning they are resources provided by the social network. Others are third-party resources that we vouch for.

Between the on-platform training and these third-party resources, you should now have a good start on reinforcing your content through paid social media.

Don’t forget email.

It’s easy with all the glitz and glamour of social media to forget one of your most powerful and trusted channels to reinforce your content: email. 
Building a robust email list of opt-in subscribers (not a list you’ve purchased) can be an easy and cost-effective way to reinforce your content. After all, your subscribers have given you permission to communicate by opting in to your list. 

As an extra bonus, while some social networks have come and gone (MySpace, anyone?), email remains a versatile and effective way to communicate.

“No longer can we send a news release, get a story in the paper, and all is well. Today we have to do all of that and we have to create content, use social media, create a social paid campaign, and deliver value through email.”  – Gini Dietrich

The simplest way to reinforce your content through email is through a monthly or semi-monthly newsletter.

We recommend starting small; an email every day is too much. But relevant, helpful content on a monthly or even weekly basis can build loyalty to your cause and keep your clients or voters engaged and coming back for more.

There are dozens of email services out there, and most of them will suit you just fine. Two of the more popular “beginner” services are Mailchimp and Constant Contact.

For a slightly better feature set, try Campaign Monitor or Vertical Response.

The key point is to make sure you are collecting emails and communicating to your list on a regular basis.

Pro Tip: Want to grow your email list? Use content  with Lead Pages in a paid social campaign to build your email list.

Earn some love.

Finally, let’s don’t forget the “media” as we know it. Influencers come in all sizes, shapes, formats and venues.

The brand credibility that comes from a third-party source extolling or endorsing your product, company, cause or candidate can be tremendous….but you have to earn it first.

Earned media coverage of your product, service, campaign or cause is not always something you can control, but you can influence it. Start by building a relationship:

  • Make sure you know who the key journalists or online influencers (bloggers) are for your target audience.
  • Follow them on social media, comment thoughtfully on their posts or articles, and share them on your own channels if appropriate.
  • When you have something that “fits” their work, send it to them!  (It doesn’t have to be a news story, either. Opinion pieces, commentary, or even just being a source for a story he or she is working on can bring big credibility to your content.)

If the tree falls in the forest, but no one is there to hear it…remember? Be sure to reinforce your content to make sure your audience gets it. You won’t regret it.