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Digital for Political Campaigns

Deep Canvassing on Facebook Advertising

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Jump to Topics

Facebook “Deep Canvassing” Volunteer Guidelines

Your Canvasses

Boosting Through Groups

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Overview

Facebook Deep Canvassing is a simple process of getting your staff and volunteers into the comments of your top performing Facebook posts to interact with your supporters. The goal is to get those supporters to take additional action. Liking and responding to their comments from individual profiles serves to help them up the ladder of engagement and to push this public “canvassing” conversation into more people’s Facebook feeds.

You will need to master engagement advertising to take full advantage of this strategy!

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FACEBOOK “DEEP CANVASSING” VOLUNTEER GUIDELINES

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Give your volunteers parameters and instructions about how to do Facebook Deep Canvassing. This is a document you can make more public because it does not contain any sensitive campaign information.

Make these your own and train your digital organizers!

Do Be Yourself, and Act as an Ambassador
Identify Yourself as a Volunteer
Aim for a Single Volunteer Engaging a Commenter – Be Friendly, Not Overwhelming
Offer Resources But Be Natural and Not Repetitive. You’re an Activist, Not a Bot!
Because Everyone Goes On and Offline, You May Hear Back on a Conversation Days Later
Positive Conversations Only! Just Leave if That’s Not Happening
Don’t Play with Trolls (interacting with trolls bumps their comments to the top!)
Talk with our New Supporters and Engage Them – Offer Insight and Actions
Make New Friends! Remember, These Friends May Follow You Home (to your own Facebook)
Only Engage At Your Own Comfort Level
Don’t Respond to Sarcastic or Mean-spirited Comments
Use Your Own Voice, and the Campaign’s Positions!
Answer Sincere Questions and Share Resources to Learn More
Start at the Top of a Comments and Work Down
- Biggest Resource is your Website.
- Sign up to volunteer
- Your positions

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Tracking Your Canvasses

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Tracker: This is a Google Sheet that allows you to systematically assign and track volunteers as they work in each post. Since this Tracker will contain your most successful posts and most successful messaging it you may want to share the sheet only with those staffers and volunteers who are trained and trustworthy, and invite them by email with edit access.

Here is the template Tracker—copy to make it your own!

https://docs.google.com/spreadsheets/d/18qT86owVaw2I20tlpvkzn7gQlTcQcTqzNw8sMwpCsgg/edit?usp=sharing

Here is an explanation of each column header you find in the Tracker:

Last Canvassed – This is the last date the post was canvassed, and it should always follow the date it was assigned.
Canvasser – This is where the canvasser adds their name
Topic – This is the general topic of the post, for example, if the post was about Fracking you would enter “Fracking”, if it was about Medicare for All, you would enter “Medicare for All”
Post – this is the link to the Facebook post, so your canvassers can easily pull them up
Key Resource – this is where you will have a link for any action you want your canvasser to specifically ask your supporters to take. It could be a petition that pertains to the post, or an ask to volunteer with a link to the volunteer page.
Optional Notes for Next Canvasser – Just a place for canvassers to leave notes for each other on the status of a post.
Like Invites 99 invites on each post by each person will keep you out of FB jail – This is a good place to track your progress on inviting those who liked the post, to like your page. You should assign a couple volunteers/staff members to this role and have them work together on inviting likes on each post. As you can see, there is a limit of inviting roughly 99 people for each post, by each person. This is key to audience growth!

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Content-Boosting Through Groups

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You may also assign volunteers to sharing and reposting top posts in relevant groups. This requires research, coordination, approval from moderators, and consistent volunteer canvasser commitment.

This is an example group-sharing tracker:

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Developed by

[/et_pb_text][et_pb_team_member name=”Adriel Hampton” position=”Founder of Adriel Hampton Group” image_url=”https://centerfordigitalstrategy.com/wp-content/uploads/2020/04/Adriel-Hampton-Tax-the-Rich.jpg” facebook_url=”https://www.facebook.com/theleftyleague” twitter_url=”https://twitter.com/adrielhampton” linkedin_url=”https://www.linkedin.com/in/adrielhampton/” icon_color=”#b1de00″ admin_label=”Trainer / Instructor” _builder_version=”4.4.2″ header_level=”h3″ header_font=”|700|||||||” header_text_align=”left” header_font_size=”30px” header_line_height=”1.2em” custom_margin=”0px||” border_radii_image=”on|180px|180px|180px|180px” border_color_all_image=”#ffffff” saved_tabs=”all”]

Adriel Hampton runs an eponymous digital agency based in California and The Really Online Lefty League, a federal PAC covered around the globe for its videos exposing Facebook’s political ad policies. He previously co-founded Pinpoint Predictive, which provides the world’s most powerful digital advertising targeting using psychometrics.

Adriel also co-founded Really American, a news and PR firm that enables individuals to protect truth, democracy, social justice and the environment and reaches tens of millions of people each month. Prior to founding The Adriel Hampton Group, Adriel served as VP of Business Development at NationBuilder, where he built the company’s partner ecosystem. Before joining NationBuilder’s founding team in 2011, he worked as an investigator in the SF City Attorney’s Office and as Political Editor of the San Francisco Examiner. He writes regularly for Campaigns and Elections. AHG projects include a nationwide Facebook campaign to activate progressive voters in the runup to the 2018 U.S. midterm elections; election consulting for local, state, and federal candidates across the country; large-scale web projects for nonprofits including JVS and CalBike; and outreach for ActionSprout’s $2 million Facebook ad credit giveaway to NGOs.

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