We’re currently doing Social Media consulting on a major political campaign. The impact these new technologies is having on the political process and on long-term participatory dialog is revolutionary.
According to Ellen Miller, executive director of the Sunlight Foundation, a non-profit that politically empowers citizens, bloggers and journalists:
“Modern-day technology will reinvent democracy. It allows people to participate in huge numbers and in ways that will fundamentally challenge power structures, that will demand accountability from their elected officials.”
What we learned from Obama.
President Obama made unprecedented use of Social Media. Many consider the success of his campaign to be largely attributable to his ability to communicate and raise money via the Internet.
Republicans realized the errors in their ways.
John McCain was slow to the Social Media draw, but has since come to embrace the Internet and become a leader in political Social Media. He now has more Twitter followers than any other politician.
Republicans now appear to lead in use of Social Media, as exemplified by TechRepublican and the Republican Media Caucus. They have a deep understanding of the importance of Social Media, and are coming to grips with how to use the tools to engage voters, obtain dollars, enlist delegates and access previously untapped grass roots assets.
Social Media’s political tools and what we suggest:
Blogs.
The bulk of your Internet message should live here. Your blog and website can be one and the same, or directly connected. Own your own news and publish it first. Attract subscribers, improve search results, and engage with your readers and their comments.
Facebook and Twitter.
Another important place to engage is using today’s two most impactful social networks. A great opportunity to have others spread your message through their friends and associates. Avoid over exposure by limiting posts on a daily basis. On Facebook develop a Fan page for supporters and not a personal profile. Talk issues and your response to them.
YouTube.
Publish short videos and let your message be spread by this key video network. Link to your YouTube videos on your blog, website, as well as via Facebook and Twitter.
Email marketing.
It still works to put together a well laid out, permission-based HTML-sensing email marketing plan. Use this to summarize your message and content. Be sure you offer links for supporters to subscribe, donate and volunteer to your campaign.
Online fundraising.
Use blog, website, Facebook, Twitter, and email. Make it easy to donate once or multiple times using a variety of payment methods. Provide volunteer opportunities for those unable to donate in cash.
Paid search online political advertising.
Pay per click advertising based on your most important keywords can still play a valuable role.
Online display ads: Via ad networks, web portals, social networks and web sites. Well placed and demographically targeted ads can bring campaign results with less cost.
Summary
Social Media and its technologies are the new standard of efficient, cost-effective communication with a political audience. These essential new tools, used expertly, are key to every political campaign’s success.