How Joe Biden's Digital Team Tamed the MAGA Internet - The New York Times - 1 views
www.nytimes.com/...e-biden-internet-election.html
biden internet strategy authenticity kindness understanding psychology social media
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it’s worth looking under the hood of the Biden digital strategy to see what future campaigns might learn from it.
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In the early days of his campaign, Mr. Biden’s team envisioned setting up its own digital media empire. It posted videos to his official YouTube channel, conducted virtual forums and even set up a podcast hosted by Mr. Biden, “Here’s the Deal.”
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those efforts were marred by technical glitches and lukewarm receptions, and they never came close to rivaling the reach of Mr. Trump’s social media machine.
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So the campaign pivoted to a different strategy, which involved expanding Mr. Biden’s reach by working with social media influencers and “validators,
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Perhaps the campaign’s most unlikely validator was Fox News. Headlines from the outlet that reflected well on Mr. Biden were relatively rare, but the campaign’s tests showed that they were more persuasive to on-the-fence voters than headlines from other outlets
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the “Rebel Alliance,” a jokey nod to Mr. Parscale’s “Death Star,” and it eventually grew to include the proprietors of pages like Occupy Democrats, Call to Activism, The Other 98 Percent and Being Liberal.
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“The whole Biden campaign ethos was ‘Twitter isn’t real life,’” Mr. Flaherty said. “There are risks of running a campaign that is too hyper-aware of your own ideological corner.”
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As it focused on Facebook, the Biden campaign paid extra attention to “Facebook moms” — women who spend a lot of time sharing cute and uplifting content
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Ultimately, he said, the campaign’s entire digital strategy — the Malarkey Factory, the TikTok creators and Facebook moms, the Fortnite signs and small-batch creators — was about trying to reach a kinder, gentler version of the internet that it still believed existed.
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“I had the freedom to go for the jugular,” said Rafael Rivero, a co-founder of Occupy Democrats and Ridin’ With Biden, another big pro-Biden Facebook page.
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“It was sort of a big, distributed message test,” Mr. Flaherty said of the Rebel Alliance. “If it was popping through Occupy or any of our other partners, we knew there was heat there.”
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These left-wing pages gave the campaign a bigger Facebook audience than it could have reached on its own. But they also allowed Mr. Biden to keep most of his messaging positive, while still tapping into the anger and outrage many Democratic voters felt.
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the Biden campaign found that traditional political ads — professionally produced, slick-looking 30-second spots — were far less effective than impromptu, behind-the-scenes footage and ads that featured regular voters talking directly into their smartphones or webcams about why they were voting for Mr. Biden.
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In addition to hiring traditional Democratic ad firms, the campaign also teamed up with what it called “small-batch creators” — lesser-known producers and digital creators, some of whom had little experience making political ads
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The campaign formed an in-house effort to combat these rumors, known as the “Malarkey Factory.” But it picked its battles carefully, using data from voter testing to guide its responses.
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“The Hunter Biden conversation was many times larger than the Hillary Clinton email conversation, but it really didn’t stick, because people think Joe Biden’s a good guy,”
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the campaign’s focus on empathy had informed how it treated misinformation: not as a cynical Trump ploy that was swallowed by credulous dupes, but as something that required listening to voters to understand their concerns and worries before fighting back
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On the messaging app Signal, the page owners formed a group text that became a kind of rapid-response brain trust for the campaign.
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“We made a decision early that we were going to be authentically Joe Biden online, even when people were saying that was a trap.”