With web and mobile communications what works?
Understanding the interest of your demographics:
Audience Scope
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| Your Brand: Friends | Media: Both | Opponents Brand |
| This is your support base. The people are already in support of your cause. | These people are looking for a story. They want to learn more about your cuase. They are typically paid so they are not going to spend endless amounts of time looking for your latest information. | These people do not like your cause and probably will not ever like your cuase. Assume that they can see anything you do online. They probably can. |
| The People know your name and thus search for it in Google | These people look for information on your cause before anyone else is. They are the primary reason to start building your online presence early. | These people do not like you and will attempt to attack your brand, and any general information that will lead the undecided to your brand. |
| Scott Brown | Scott Brown or Martha Coakley | Martha Coakley |
The People Who Don’t Know You |
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General information searches comprise the largest percentage of any new web traffic. Example: Scott Brown Massachusetts |