Social Media has permanently altered the landscape of political campaigns. Learn how you can leverage it for your candidate or cause.

1. Social Media and Political Reality RICHMOND CITY REPUBLICAN COMMITTEE June 22, 2011

4. Consider: 1997: The Internet considered “just a fad” 1999: The Internet considered essential for business 2000: Dot com bubble burst; tarnished online reputation 2005: Websites considered essential for all businesses; 2005: YouTube.com established 2006: Facebook considered just a fad for students 2008: Obama engages and energizes base using SM 2009: Twitter scoffed at by mainstream media 2010: Social Media considered essential for all businesses and political campaigns 2011: Political uprisings and downfalls directly related to SM

5. What is Social Media? “It’s a lot of people saying stuff online.” “It’s Facebook, Twitter, and You Tube.” “It’s a way to get millions of small donations.” Social + Media ≠ Social Media

6. What is Social Media? Engagement from the top of the political ladder or any level with grassroots supporters. Public, personal discourse with people you know and with strangers, generally by common interests. Networks that enable near real time dissemination of news and opinion (random, 3D call ladder).

8. Offers voters a way to congregate and express

10. Application of universal principle “Use it or LOSE it.”

11. Technology Adoption © Pew Research Center

12. Evolution of online engagement Active engagement with Social Media More advanced online entertainment Advanced Passive Social Media use Basic online entertainment E-commerce Research & Info gathering Basic Email and search © Pew Research Center

14. Failure to understand results in economic and political failure

16. Any size campaign can reap . . . disaster

17. Political Social Media Strategy Develop messages for key demographics Develop & implement visibility strategy Develop & implement engagement strategy Candidate engages (authentic) Start fundraising online Take advantage of “lucky accidents.” Monitoring and measuring data in Social Mediaused for these steps

18. Key actions #1 Make message(s) consistent with ALL ads and direct mail; integrate, integrate! #2 Buy online advertising in multiple channels EARLY #3 Develop “sub-messages” for groups #4 Use networks, email, blogs, article comments # 5Use “pull” not just “push” mentality

19. Key actions #6 Identify and engage on networks and blogs already attracting your constituency #7 Use online news releases (2 - 10/week) and photos, photos, photos! #8 Measure and monitor continuously; address negatives & info immediately #9 Use SM and online search for opposition research #10 Directly engage grassroots supporters

20. For Supporters: How to engage for impact? Organize a group (2-5) to meet online, in person Select issues important to your contacts Create daily blog posts and share, retweet- use networks Sponsor events - e.g. “tweetups” Help with fundraising online Monitor and measure size of your reach; understand which messages are effective and why. Don’t be redundant.

21. Key “DON’Ts” # 5 Be boring! # 4 Delay action #3 Ignore constituent online complaint #2 Limit your channels (or thinking) #1 Put Social Media in a silo

23. Blogging sites, such as WordPress, Blogger and Blogspot

24. Video-sharing sites, such as YouTube, Ustream and Vimeo

25. Photo-sharing sites, such as Flickr, Instagram and Picassa

27. Patriot Action Network: > 88,000 members with state and often local chapters

28. Free Republic: unknown size, potentially hundreds of thousands, with state chapters

29. Facebook groups, Twitter hashtags, blogs such as Family Foundation, townhall.com, gawker.comSource: Pew Research Center

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