The Integration of Social Media...
Much ado has been made concerning the successful integration of social media and online outreach (“new” media) into political and issue advocacy campaigns. This is neither a fad nor a generational thing. Social media and online outreach, in my opinion, will replace aspects of the traditional campaigns as the technologies continue to evolve and the audiences continue to grow.
According to Pew Internet and American Life Project, 74% of all American adults (18 and older) use the internet and this number has been growing rapidly ever since 2000. There are countless explanations as to why the shift from traditional media to “new” media is occurring. Whether it is, people’s lives are busier and turn to the online world for convenience sake or the ability to multitask on the internet, the transition is happening and it is happening quickly. Thus, it is better to embrace this shift than be left in the dust.
What does this mean if you are a candidate that is considering running for public office or the executive director of a trade association trying to defeat a piece of unfavorable legislation? It means you need to invest time and resources into “new” media. I am not advocating investing all of your resources into this platform, but it must become a serious consideration in the allocation of funds. The record of accomplishment of new media is exceptional, if utilized correctly. In the past two years think about Bob McDonnell’s campaign or the golden standard of Obama’s campaign.
Again, I am not advocating the abandonment of traditional marketing avenues, but strongly favor integrating “new media” to supplement the efforts. “New media” is cheaper to use and allows your message to be spread in real-time. That being said, it also means you must be in defense mode at all times and must establish a sound strategy, otherwise your efforts could be for not. For my parting thoughts, if integrated correctly, “new media” campaigns can provide a high return on your investment for your efforts, but it will take hard work and lots of patience and a well executed strategy.
