Diminished Importance of Mainstream Media

December 12, 2009 by Doug Mitchell · Leave a Comment
Filed under: Campaign Technology, Red Alert Dossier

: Image via Wikipedia

(By John Burnley, Contributing Author to ORS)

Last time I discussed the importance of constituent engagement and how technological tools were beginning to transform the political campaign process. However, I also issued some warnings about utilizing these tools without purpose, strategy or gauging effectiveness. Whether social/new media tools like Facebook or other software, voice or video offerings etc. are implemented, mimicking other campaigns in their use of technology may not produce the desired results. Nevertheless, online campaign initiatives are beginning to take hold. There are more examples surfacing of candidates realizing the importance and relevance of embracing newer approaches to reach constituents, whether to pass information, solicit donations or promote volunteerism.

We are also seeing a shift in the way information is being delivered to the public. I recently ran across another example of social media being used to distribute political technology related content. According to the Facebook page “California governor’s race travels the information superhighway”, the Golden State’s 2010 gubernatorial race may be the most technologically based contest yet to be seen by the state. Candidates have been using Twitter, YouTube videos, Google search advertisements and other social media and online tools. One candidate even made his campaign official via Twitter.

The page also questions if alternate methods of information delivery will diminish the importance of traditional media such as radio and television. YouTube videos, as well as other online or social content delivery mechanisms can be used to respond more quickly to events than traditional media as well as go on the offensive against an opponent. While I’m not intrigued by a new wave of negative candidate bashing YouTube videos, this does allow a candidate the opportunity to respond quickly to comments, inaccurate claims etc. without the possibility of the content being edited or diluted down by traditional media or fighting to have the information delivered to the public at all.

There is no hint about any of the underlying strategies for tool utilization or determining effectiveness, but it does illustrate how campaigns are becoming more innovative in their attempts to reach constituents.

As with most political venues, funding for information and technology for the various candidates is across the board ranging from $17,000 – $900,000. In an economy where many grassroots candidates may struggle for financing, these numbers illustrate the importance that some high profile campaigns are placing on newer methods for constituent engagement. Seriously, Doug, raise your rates for ORS!

Tags: California, facebook, Google, Governor, political campaign, Social Media, technology, Television, twitter, youtube

Political Paradigm Transformation

November 10, 2009 by Steve Schultz @GeniusbyOsmosis · Leave a Comment
Filed under: Campaign Technology, Red Alert Hour Webcast, Social Media, local politics

I was reading an article today, yes, from the Huffington Post, by Jose Antonio Vargas, where he discusses the the technological transformation we experience during Obama v. McCain Presidential election. We’ve discussed this time and time again but now that we’re “one year later” we should take a look back at what really did happen.

I think it was my very first blog post on ORS, Purchasing Power of Social Media, where I discussed the impact the Internet had on fund raising. Donations of $200 or LESS, were 45% of the $744.9 million raised. 6.5 million donations were made online. Obama’s email list was 13 million addresses. Obama also overwhelmingly won the sub-30 age group.

Your constituency chooses to be communicated to in different ways. Some like TV, others like Facebook, some are into Twitter, and some still like yard signs. Either way, you need to be able to communicate in whichever way THEY prefer. It’s not a choice, it’s a necessity.

Many candidates assume the Internet is just how they communicate with their constituents. No. Did you miss the fact that Obama had 6.5 million online donations? They averaged $80 and many donated multiple times. Your job during your candidacy is to raise money! You need money! No money means you lose! Use the Internet to raise money.

One year later, many of his following feels alienated. They feel like they have been forgotten. Climate change, immigration, and other issues have fallen by the wayside. They tweet about it. They talk about it on Facebook or even My.BarackObama.com. We cannot over-emphasize that the Internet is not just a tool to get elected. This is why ORS is, more or less, political career management. We help you get elected AND represent your constituency.

Technology won’t stop changing which is why this paradigm shift isn’t likely to stop any time soon. Even since Obama was elected things have changed even more. Facebook numbers have increased, Twitter demographics have changed, everything keeps on moving and fortunately, if you use it right, it’s moving to your advantage.

It really does come down to this. Obama almost did it right. Communicate. Raise Money. Manage Your Constituents.