Social Media & PoliticsHigh tech leads to high touch

Social Media & Politics

• A tactic not a strategy:– Community building– Fundraising– Advertising– Messaging– Field operations– Communicating with constituents

Social Media & Politics

• Facebook• Twitter• YouTube• Blogging – most SEO value

Social Media: Staffing• Staffing = Social media champion• Treat staff and volunteers like grownups• Two-way conversation

Build a community

Fundraising - Facebook

Fundraising - Facebook

Fundraising - Facebook

Fundraising

Fundraising – Money bombs

• Money bombs have a sense of urgency• Geared to lower donors

Advertising

• Eyeballs are eyeballs & these are free

Advertising

• Online ads:– Cap costs– Test messages– Target demographics

• Insert your Facebook Page

• Also, limit by language and/or interests

Beyond social networks

• SMSbanking• QR codes• Web releases

Field Operations

• Build a social media base• Hit unique constituencies:

– Not on walk list?– Not on call list?

• Talk to voters where they are

Field Operations

• Building a Buzz– Right handles and hashtags = player– Connect with media– Virtual handshakes – Build momentum!

Field Operations

• Energizing your base: – How to volunteer– Event announcements– Where to get signs?– Online avatars and banners– GOTV– Ask to: donate, volunteer, be part of online

rapid response team.

Facebook: respond & engage

• Let supporters know where you are and what you’re doing

• Comment on critical local issues• Engage constituents: They “Like” me! The

more people commenting the merrier.• Pictures!

Twitter: start early, tweet often

• What’s your handle?• Outreach strategy• Stay on message• Reciprocity works!• Hashtags• Be retweetable

Working the Hashtags

Personalize your Twitter page

Twitter: Free Public Relations

@swiftcurrentllc = 239 followers@NorsU = 4,106@Scarlett156 = 551@PatriotinMA = 760@Evanslynne = 2,465TOTAL: 8,121 (in 5 min.)#MA2010 followers = ????

@ntsongas= 103 followers@gosox5555= 77TOTAL: 180 (in 3 days)

Dane Deutsch of Rice Lake posted a message on his campaign Twitter account in March that read, "Hitler and Lincoln were both strong leaders. Lincoln's character made him the greater leader whose legacy and leadership still lives on!"

Think before you post.

Q. From a high-level perspective, what are the reasons that you make use of social media tools like Twitter?

A. Social media fosters an environment of open dialogue

between my constituents and me. Facebook and Twitter enable me to communicate directly and instantaneously with my constituents, who in turn can provide feedback on the work I am doing on their behalf. These tools serve me well as I try to listen to the needs of my constituents and work to address the major challenges facing their respective communities.

--Brian Joyce, 7th term Senator, representing the Norfolk, Bristol and Plymouth district,

Social media alone is not enough

• Ohio U.S. Senate candidate Jennifer Brunner raised approx. $230,000

• Rival Lee Fisher raised approx. $2,300,000

Social media can’t fix it all …

• Polls had Fisher at a 20-point win

• Brunner closed it to a 10-point spread• But were there compelling issues?

Cultural barriers?

But social media certainly helps

• To win you need:– Money– Name recognition; and a– Compelling issue

• Social media helps with all three

What could Brunner have done with $2.3 million?

Primary

What could Brunner have done with $2.3 million?

Primary

Thank you!

Diane K. DanielsonDKD New Media StrategiesEmail: Diane@DKDnewmedia.comTwitter: @DKDpoliticsTwitter: @DKDnewmediaTwitter: @DowntownWomanwww.DianeDanielson.com

Megan Amundson

Megan Amundson Strategies

Email: Megan@MeganAmundson.com

Twitter: @MeganAmundson

www.MeganAmundson.com