Second Annual Digital Influencer Report Demonstrates Digital Engagement is No Longer Optional

SACRAMENTO, Calif. – Sacramento’s top-ranked public relations and public affairs firm, and digital advocacy pioneers, Randle Communications (Randle), today released the second annual Digital Influencer Report, which details how social media is used to influence California’s legislative process. The report examines three of the Legislature’s most significant 2018 End-of-Session battles and highlights the most effective digital strategies and tactics.

“The key takeaway from this report is that digital engagement is no longer an optional tool to educate and engage lawmakers on key issues,” Jeff Randle, President and CEO of Randle Communications said. “What is most telling from this year’s report is that the game is being played at a much higher level, and what was once considered a supporting tactic must now be at the center of a sophisticated, comprehensive advocacy strategy.”

While the Inaugural Digital Influencer Report 11 Strategies for Digital Advocacy Success are still relevant, these ‘best practices’ are now essential parts of a winning digital advocacy campaign. Major takeaways from this year’s End-of-Session analysis include:
Digital advocacy is no longer a “nice to have.” It’s a “have to have.”

  • Consistent presence is essential.
  • A multi-channel approach is a must.
  • Earned and owned media must go hand-in-hand.
  • Organic + paid = the equation to breakthrough.
  • One celebrity or influencer tweet can be worth a million words.
  • Integration is essential.

“Social channels are a vital part of the advocacy process, in tandem with traditional lobbying, media coverage and public affairs efforts. Choosing not to engage is to silence your voice and put yourself on the losing end of debates at the Capitol,” Lindsey Goodwin, Vice President of Public Affairs at Randle Communications said. “As the digital landscape evolves, the Randle public affairs practice will continue to aggressively pioneer in the digital advocacy space.”

In the coming weeks, Randle will release lists of top digital influencers including members of the Capitol press corps and legislature.
Get the full Digital Influencer Report here.