Governor Rick Perry’s Get-Out-The-Vote effort utilized every new media tool, even Craigslist. Conservative activist Debra Medina dutifully retweeted every kind word, reiterating her ability to listen to the voters. The Texas Primary reflects the inclusion of new media tools as a staple in campaign strategy.
Understanding the efficiency of new media tools, candidates are tweeting instead of the more traditional avenues of phone calls and yard signs. “Rick Perry, in addition to trying to lure Facebook to Austin, has adopted a popular tactic of Barack Obama’s presidential run, using social media networks to win Tuesday’s GOP Primary. In fact, Perry has shunned any notion of using traditional campaign methods, yard signs, phone calls, etc…Going completely personal and virtual.”
These new media technologies are inexpensive and quick and allow campaigns to reach a far greater number of in-tune voters in near real-time. Campaigns are adjusting to the ability to talk to a voter 5 to 10 times a day as compared to the single touch point of older outreach tools.
As technology advances and society turn to their cell phones and the internet for their information, campaigns must strongly consider the inclusion of social media into their budgets. This is an easy way to great a rewarding bang for your buck. 
In contrast, it is imperative to note that direct mail, telephone calls, radio and TV ads and other traditional campaign tools will continue to reign. Not all voters have immersed themselves in this technological and societal shift, but the number is rapidly growing.
What is your new media strategy for 2010? How much of your budget are you putting into this technological shift?
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.
