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Issue #247 | April 30, 2021 


Practitioners On Both Sides Say Digital Creative Needs Its Own Rigorous Testing
"Still, at the moment not every practitioner on the right is bought in: 'The vast majority of Senate campaigns and committees are not really doing this testing beyond a focus group setting,' he said. 'It’s not really something that most people are used to.'

"Instead of doing targeted digital ad testing, many ad makers will simply release a version of the spot on Facebook and see if it generates engagement."


An Introduction to Social Audio for Political Campaigns
"With any new feature Facebook introduces, there’s an opportunity for early adopters since the platform boosts their new content type. The best way for campaigns to engage with social audio is to plugin to existing communities and audiences. For example, if there’s a Facebook Group in your region, ask to do a live audio room with them to answer members’ questions."

Why Candidates Should Hire Digital-First Operatives For Senior Roles
"Most candidates want to run modern, effective digital campaigns. Making that a reality doesn’t mean simply hiring superb digital staff or consultants. It also means building a campaign team and processes that value, listen to and invest in your digital program."


Is an Activist’s Pricey House News? Facebook Alone Decides.
"What Facebook’s clash with The Post really revealed — and what surprised me — is that the platform does not defer, at all, to news organizations on questions of news judgment. A decision by The Post, or The New York Times, that someone’s personal wealth is newsworthy carries no weight in the company’s opaque enforcement mechanisms."

Social Media

Facebook Knows It Was Used To Help Incite The Capitol Insurrection
"The document explicitly states that Facebook activity from people connected to Stop the Steal and other Trump loyalist groups including the Patriot Party played a role in the events of Jan. 6, and that the company’s emphasis on rooting out fake accounts and “inauthentic behavior” held it back from taking preemptive action when real people were involved."
  • Facebook Stopped Employees From Reading An Internal Report About Its Role In The Insurrection. You Can Read It Here. (
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Learn Test Optimize is a project of the Center for Campaign Innovation, a nonprofit research and training center guiding conservatives through the digital transformation of politics.
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