In a sense, the success of a presidential campaign’s social media team is easy to measure. It can be counted in votes.
What that’s meant for the Clinton campaign is a focus on essential tactics such as “capturing email addresses to raise money over time, and targeting persuadable voters in battleground states with the right message,” according to Mashable.
Jenna Lowenstein, digital director for the Clinton campaign, told Mashable, “We don’t get points for innovation and creativity.”
And yet, the Clinton campaign has been very innovative and creative across social platforms. Since the 2012 presidential election, many Americans have transitioned from getting their news directly from the home pages of major new sources to instead getting it via links on social sources, so a multi-platform campaign has never been more necessary.
Lowenstein manages a team of more than 100 people who develop content and strategy for social media, video, email outreach, audience development, digital organizing, advertising and The Briefing blog.