Building 3121 Awareness, One Impression at a Time at Blog P.I.

Building 3121 Awareness, One Impression at a Time

Published by William Beutler on July 28, 2009 in Congress, Hotline, Metapost, New Media Strategies, Social Networking, Web 2.0 and William Beutler. Closed

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Note: Longtime readers may remember that I started Blog P.I. just a few months after leaving National Journal’s Hotline for New Media Strategies. This summer I have come full circle and NJ is now a client of NMS. We are helping them launch a new feature of NationalJournal.com: 3121, professional network for Capitol Hill which goes live in the fall. Consider that also my disclosure; the following is cross-posted from the 3121 product blog:

One of the more interesting projects I’ve been working on related to 3121 is the social advertising, which we launched last week concurrent with this blog. In fact, there is a chance that you are reading this blog post now after having clicked on one of these ads. And if you arrived here from Facebook or LinkedIn, then I all but guarantee it. And I know for a fact that you work on Capitol Hill.

In some ways, advertising on social networks is not much different than traditional online advertising: the creative (yes, that’s a noun) consists of text and a graphic, with a link to the page you want people to visit. But they can also identify key demographics with a much greater degree of accuracy than even Google’s Adwords (which we are also using). Members of Facebook and LinkedIn supply their own demographic information, which is great for finding just the people you want and only the people you want.

Want to reach single female college students in Boston, Massachusetts who are fans of Gossip Girl? Facebook counts more than 1,600. How about married thirtysomething men in Portland, Oregon who are fans of The Big Lebowski? More than 600 of them. The possibilities are endless.

In your case, if you do fit the Capitol Hill profile, you probably saw one of the two following ads:

As you may have guessed, Facebook also lets one zero in on just employees of the United States Congress. (How many? At least 7,500.) LinkedIn has a different system but one which is very similar: identify people who work in legislative offices, set that to Washington, DC and we hope you’re someone who is interested in 3121.

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