Shameless Plug: County commission candidate credits Facebook for primary win

A campaign using the advertising and social media tools on Facebook is getting credit for Kevin Beckner’s win in the District Six democratic primary for Hillsborough County Commission.

The Facebook campaign, kicked off in early August, was more targeted and cost-effective than traditional advertising, according to a release from Rearden Killion Communications, a St. Petersburg firm that handled the campaign with political consultant Larry Biddle.

The campaign, including content, video production, management and media buying, was valued at about $7,000, Rearden Killion said, although the company also said it charged a bit less to prove the effort could work.

Beckner, 37, a certified financial planner, won 45.6 percent of the vote and defeated Joe Redner and Denise Layne in the Tuesday primary.

Facebook advertising tools can target specific user variables such as age, gender, education, profession, employer, interests and hobbies, the release said. The ads themselves also can address specific issues.

In one example, Beckner used a Forbes article about the lack of opportunities for young adults in Tampa to call for more proactive business recruitment efforts on the part of the County Council. The video had nearly 700 views and online discussion, the release said.

Rearden Killion also created a Facebook application, allowing supporters to put a campaign button on their own pages and providing a link to Beckner’s page.

The overall effort increased Beckner’s Facebook group membership by 50 percent, the release said.

In November, Beckner will face incumbent Brian Blair, who won the republican primary with 65 percent of the vote, defeating Don Kruse.