Kat Borgerding (@katborgerding), a volunteer with the ONA Resource Team, compiled these key moments from the ONA20 session on Oct. 13, 2020. To view a recording of the session, register for on-demand access to the ONA20 archive. Session participants included:
- John Shehata, VP, Audience Development Strategy, Condé Nast
5 key takeaways:
- Over time, Donald Trump continues to be the presidential candidate with higher search interest. Joe Biden and Hillary Clinton have each trailed behind Trump in terms of search interest in their respective election cycles.
- Social becomes search. Social moments happen and then people search for the moment.
- 3 metrics to show if a candidate had an impact during a debate:
- Look at T-shirts: Look up the increased search interest around “Trump shirts” or “Biden shirts.” Merch metrics can show you how much voters have been energized.
- Look at donations: Look at how much search interest in “donation” goes up.
- Look at volunteers: Look at how much searches on “how to volunteer” go up.
- Stories that have the word “Live” in their search titles do have a higher page rank, so it’s a good idea to have that in your search titles.
- On NewzDash, they’re tracking the visibility of major election-related and candidate-related search terms and who (news sites) own the visibility on those. You can see which top domains own the search traffic on different topics.
Links to additional resources
- newzdash.com – A real time search interest tool