Defining Your Campaign Presence on Facebook

At Meta, we provide candidates running for office with the tools and resources needed to connect with your supporters and voters across our technologies. In this blog post, we’ll review how you can launch your campaign, leverage organic resources for engaging voters and amplify your message with advertising.

Launching your political campaign

Creating a Page

To create a Facebook Page, you’ll need a personal Facebook account, also known as a profile. If you don’t already have a profile, go to Facebook to sign up. Once you have a profile, follow the instructions here to create a Page.

Securing your Page and account

Now that you’ve created a Page, you should keep your account secure with our tools that can be found in your profile settings.

The first step is taking the Security Checkup and Privacy Checkup. Here, you’ll be able to enable two-factor authentication, set a stronger password and review active login sessions of your account. Then, once prompted, you can enroll in Facebook Protect to further secure your account.

Resources for engaging voters with organic content

Once you have your profile and your Page setup and secured, it’s time to post on Facebook. We encourage you to post timely updates, make announcements and share relevant news to your audience. Use Facebook Stories, #hashtags, and go live on Facebook to have direct conversations with your followers.

Additionally, tap into broader conversations and develop your presence by liking and replying to comments on your Page and comment on Pages you follow. Regularly monitor your Page activity for comments and questions and use tools like comment moderation to make it even easier.

Reaching voters with advertising

Advertising on Facebook is one of the best ways to reach people you care about. You’ll start by going through the ad authorization process to run ads about social issues, elections or politics. Once you are authorized to run ads, you will create a Business Manager to house all of your assets (pages, ad accounts, Instagram accounts, pixels, etc.), and give staffers and agencies the permissions they need for each asset.

Running ads on Facebook

Now that you have a Business Manager and are authorized to run ads about social issues, elections or politics, there are two ways you can run ads on Facebook:

• Boosted posts
  • Boosted posts are a simple way to put money behind an organic post to reach more supporters.
• Ads Manager
  • Ads Manager is the tool in Business Manager that enables you to create and manage your ads. You have the option to run ads with Custom Audiences, implement more detailed targeting and test different creative.

Ads best practices

• Advantage+ Placements (Formerly Automatic Placements)
  • Advantage+ Placements allows Facebook’s machine learning to show your ad to the individuals who are most likely to take specific actions based on the objectives of your ad.
• Call-to-action

Include your call-to-action in the text of your ad and use our call to action buttons. Check out more fundraising best practices in our blog post here.