By: CJ Pomerantz
In the 1990 North Carolina Senate race, Democrat Harvey Gantt challenged longtime Republican Senator Jesse Helms. When asked if he’d endorse Gantt, the first Black mayor of Charlotte, against the notoriously racist Helms (who infamously called the 1964 Civil Rights Act “the most dangerous legislation in history”), Michael Jordan famously quipped, “Republicans buy sneakers too.”
Today the GOAT says he was joking, but that overall he didn’t see himself as an activist at the time. Whatever your political leanings or opinion on MJ, and whether or not he was joking, the business instincts behind it were right, at least when it comes to social media: when it comes to business and social media, it pays to keep your customer base broad. With election season heating up, it’s harder than ever to avoid political conversations online. If you use social media to promote your business, you’ve probably noticed that the political chatter is unavoidable.
To help you navigate these choppy waters, we’ve put together a list of best practices for hyperlocal marketing during election season.
1. Focus on Local Engagement, Not Politics
Why: Partisan politics can alienate potential customers. Hyperlocal marketing is about connecting with your neighbors and building community. Politics can divide; business thrives on unity.
Tip: Engage civically without picking sides. Consider sponsoring voter registration drives, sharing polling locations, or even offering giveaways for customers sporting “I Voted” stickers. Show your local pride while keeping it nonpartisan.
2. Highlight Local Issues Without Taking a Side
Why: Spotlighting local issues like school funding or infrastructure improvements shows your business is invested in the community—without diving into the political swamp.
Tip: Support nonpartisan initiatives, raise funds for schools, or sponsor community events like park cleanups and job fairs. You’ll build goodwill without stepping into any partisan quicksand.
3. Monitor Local Conversations
Why: Staying in the loop on local conversations helps you know what matters to your community, even if you steer clear of political debates.
Tip: Keep tabs on local social media groups to gauge trends and concerns. Offer helpful resources or solutions, but resist the urge to jump into heated political threads—it's not worth the risk.
4. Stay Cool and Considerate in Response to Feedback
Why: Election season can turn even the most innocent post into a battleground. Someone will find a way to get heated—don’t let it be you.
Tip: If someone brings politics into your comments or feedback, stay calm and guide the conversation back to how your business serves the community. Prepare your staff to politely redirect political discussions away from business—no need to add fuel to the fire.
5. Be Strategic With Paid Ads
Why: Election season means an avalanche of political ads. Your hyperlocal PPC ads could easily get lost—or worse, show up next to content you’d rather avoid. No one wants to have their ad go viral for sharing space with
Tip: Consider pausing ads during particularly noisy times, or focus on community-building messages to rise above the election chaos. If you run TV or radio ads, stay on top of ad placements—broadcasters may try to bump your ads to off-peak times, thanks to all the campaign dollars flooding in.
6. Share Positive Stories to Build Unity
Why: Hyperlocal marketing thrives on a feel-good vibe, especially when everything around is so divisive.
Tip: Share uplifting local stories—whether it’s a customer milestone, a neighborhood win, or a local business success. This positivity will set your business apart and build long-term loyalty. In tough times, being a steady, positive presence will pay off long after the election dust settles.
7. Stay Consistent to Build Trust
Why: Consistency is key in hyperlocal marketing. Sudden changes in your posting frequency or tone could raise eyebrows or cause unnecessary confusion.
Tip: Keep your posts relevant to local events and avoid partisan election content. Steady, relevant posts reinforce trust and reliability—even during non-election seasons. Avoid sudden changes to your approach, and you’ll keep your audience engaged and comfortable.
8. Understand Local Social Media Trends and Platform Policies
Why: Different areas may have their own social media trends during election season, and platforms often change policies around election content.
Tip: Stay on top of local social media buzz and any platform updates to ensure your campaigns stay relevant, effective, and compliant with the latest rules.
The Social Media Balancing Act
Social media is a powerful tool to promote your business, build relationships with customers, and keep your audience informed. But it can also bring out the worst in people. And let’s face it, election season tends to make social media even messier.
Running a business is challenging enough without getting dragged into political debates—or being the target of a viral pile-on. It’s hard not to lose your cool when an unfair one-star review rolls in. Throw in the election chaos, and things can escalate quickly.
This is not a suggestion that you betray your own deeply held beliefs and principles. Acting unethically or immorally is just as bad for your business as making alienating statements. All of this is really meant to be a suggestion that you slow down before reacting, and think about the repercussions of that angry, mocking, or divisive post.
Here’s the thing: no matter what you believe, some of your customers will think differently—and that’s okay. Like Michael Jordan said, “Republicans buy sneakers too.” So do Democrats, Greens, Libertarians, Independents, and just about everyone else. Your goal is to be a business that welcomes them all. And more importantly to remain a person that they can trust as a neighbor and a friend. By staying nonpartisan, community-focused, and positive, you can navigate election season without alienating anyone and stay above the fray.
September 25, 2024
