Digital & Social Media Strategy

In the same year that our agency president George Potts was born – 1971, Ray Tomlinson sent the very first email. His technology set the stage for digital marketing. Since then, we witnessed the introduction of search engine advertising and digital display in the 1990s, social media promotion and marketing automation in the late 2000s, and the meteoric rise of digital marketing overall in the 2010s thanks to the rapid adoption and proliferation of devices used to access digital media.

Constituencies and customers are now highly dependent on digital devices and platforms in their daily lives. Starting in 2015, US consumers spend more time in digital and social media apps than watching television. And while the digital ecosystem is complex, the opportunity to realize tremendous promotional communication efficiency and effectiveness was never greater than today.

Fifth Influence stays abreast of the ever-evolving and fast-changing world of digital marketing and issue advocacy. Our strategists are seasoned in leveraging advanced segmentation methodologies and developing and implementing behavioral, data-driven advertising campaigns. They are fluent in influencer, collaborative, and remarketing techniques. They are your escorts to a digital world of issue advocacy, political campaigning and outright customer marketing that delivers on your critical goals faster and more efficiently than you are practicing today.

Digital Media Planning & Buying

Daily, Fifth Influence digital account managers actively operate integrated digital campaigns across search, social media and display. Managing campaigns includes set-up and build, launch, monitoring, optimization and reporting across platforms and tools. All of this done according to structured operating procedures and with clear & detailed key performance indicators (KPIs) in mind. In crafting and running campaigns, we regularly communicate with you, your partner agencies and special teams at Google and social media platforms specifically dedicated to issue advocacy and political campaign work.

Content Creation

The Pew Internet & American Life project describes Content Creation as “the material people contribute to the online world.” In the 2010s, the impact of content marketing for commercial purposes was demonstrated by Coca-Cola, GE and Red Bull. Its rise in the issue/political realm is equally impressive from the 2010 Arab Spring through to the 2016 US Presidential election. Content strategy is a cornerstone of every successful campaign today.

Whether it is paid advertising, organic publishing or website development, Fifth Influence is adept at content creation that champions your agenda and moves the needle in your desired direction.

Social Influencer Identification & Program Management

Social influence occurs when a person's emotions, opinions or behaviors are affected by others. A Social Media Influencer is a user on social media who has established credibility in a specific industry or on a specific issue.

A social media influencer has access to a large audience and can persuade others by virtue of their authenticity and reach. Using social media listening platforms and influencer identification tools, Fifth Influence will help you identify the most appropriate influencers to engage for your campaign and develop a program to market to, through and with them, increasing awareness and driving advocacy.

Exponent V Social Media Employee and Volunteer Advocacy Programs

A subset of influencer programs but highly effective and efficient, employee advocacy is the promotion of a company and its agenda by employees who share their support for the company on their social networks. Our goal at Fifth Influence is to inform, educate and engage your workforce allowing them to become strong social media employee advocates.


Utilizing the internet and social media platforms in-particular provides immediate observations and insight.

Fifth Influence uses: Digital Polling, Social Media Listening & Analysis and Digital Analytics to rapidly deliver examinations and understanding to our clients on themselves, issues, markets, etc.

Online Fundraising

Donations made on the web through online fundraising continue to increase year after year. From digital support for events, donor cultivation, and comprehensive campaigns, Fifth Influence helps our clients identify the right digital tools, tactics and strategies to employ for fundraising efforts and success.

Traditional Media Consulting & Creation

While much of our focus is digital, we do create and implement campaigns in traditional channels as well. This includes broadcast, direct mail, outdoor and experiential. However, we always apply digital performance marketing principles to all aspects of campaign.

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