Social media can be a powerful positive or a powerful
negative for a political campaign.
A few
years ago a young, unknown man from Northern Arkansas launched a bid for Lt.
Governor based almost entirely on social media.
At the time the most powerful social media available was Facebook (
http://texarkanagop.blogspot.com/2009/08/mark-darr-internet-lt-governor.html).
This young man owned a pizza place and was
unknown to most of the members of the Republican Party outside his own
region.
In a short amount of time he
gathered a huge Facebook following, began to travel the state and post updates,
and ultimately he won the office.
At the
time, I called him an “Internet Lt. Governor” and he truly was just that.
Without the power of social media, many
people may have never heard the name Mark Darr.
Thanks to the speed of the Internet, the number of people joining the
social media outlets, and the power of some positive words, Mark not only won,
but also gained friends around the state that he might not have otherwise.
Today, social media continues to be a
powerful alley for any campaign.
While
nothing can replace good old fashioned hand-shaking and face-to-face
campaigning, there remains a large number of voters that will only hear about a
candidate through social media.
Not only
will they hear about a candidate through social media, they will come to
connect with that candidate through social media.
That knowledge, gained through social media,
about a candidate can be positive or negative.
It’s up to you as a candidate to decide how it is going to be used.
The first thing to know about social media is that it is
always changing. There’s always
something new on the horizon and people always have their favorite to use. Some use Facebook, some use Twitter, some use
Snap Chat, or Tumbler, or any other number of outlets. At this time, Facebook seems to be more
popular with middle-aged voters. Twitter
has a good number of young and middle-aged voters. The younger generations seems to be leaning
toward Snap-Chat, Tumbler, and Pinterest.
Even with all these media outlets, each one changes from
time-to-time. They have updates, policy
changes, and in some cases entire format changes. Here are a few things you need to know about
each of the more popular outlets:
Facebook (
http://facebook.com)– You can set up a page for
yourself – “John Doe”, but you can also set up an election page “John Doe for
County Pirate”.
If you elect to set up a
“Page” then you will have control over post, follow up post, and can announce
such things as events, parties, etc.
You
will need to invite people to your page first.
If you decide to set up group, anyone in the group can post.
Keep in mind, with a group, you can have post
like, “John is the greatest guy in the world and he should be elected Pirate.”
However, you could also end up with post like,
“I hate John, and would not vote for him for Dog do-do pick-up officer!”
I suggest that you first have a page for
yourself and then set up a page for your campaign.
You can adjust the name of the campaign page
later after you have won….or have not.
In most cases, you will find a large number of your middle-aged voters
on Facebook.
Twitter (
http://twitter.com)– Twitter allows you to make a
short burst of 140 characters at a time.
You can basically get out information about your campaign quickly.
Twitter is instant.
You have to notify people of your Twitter
account and gain followers.
With
Twitter, anyone can comment back, but you can block them if they become too
much to handle.
Also, anyone can follow
you and see what you post.
Twitter is
not the place to post “Secret Campaign meeting at McDonald’s at 5:00pm” because
there’s a good chance it’s no longer secret.
Your opponents can follow your account just like your supporters.
A nice little touch though is that all Tweets
made are being stored in the Library of Congress.
This is to allow future generations to study
our social media and language, styles, trends, etc. somewhere in the future.
Imagine if you started tweeting now, and
eventually became President…your tweets could be studied as the foundation of a
long and eventful political career.
Pinterest (
http://www.pinterest.com/)– A quick run through
Pinterest and you’ll find this social media deals a lot with pictures.
You will find jokes, how-to’s, cartoons,
Gif’s, and hundreds of other post.
The
best thing about Pinterest is the picture ability for your campaign.
You can post a flyer, event, or even pictures
after an event.
YouTube (
http://youtube.com)
- YouTube is now owed by Google-so you have to have a Google account to run
this social media.
You’ll want that
anyway so that you can use “Google +” with your campaign.
YouTube allows you to upload or watch
videos.
This is your opportunity to make
your own commercial for your campaign, upload it, and share it for free.
Anyone can then listen to what you have to saw,
watch you on the computer, and make a determination about voting.
LinkedIn (
http://linkedin.com)
- LinkedIn is an online social media focused on networking and business.
This site allows you to set up a resume of
your qualifications, and then connect with other like-minded people or people
in the same field as you work in on a regular basis.
Setting up a campaign page here can be done,
but in my opinion you would be better off to simply post your resume and then
move on.
These pages do show up in
search engines.
Google + -(
http://google.com)
- Google + for many people will be the new Facebook of the future.
You can set up campaign pages, visit other
pages, and share your updates and post.
Here you can also set up a BlogSpot Blog if you wish, and share updates
on your campaign.
One of the best things
about Google + is that once you set up a campaign, you will find it will be
indexed in the Google search engine.
In
the United States, Google search engines are one of the most popular search
engines used.
This will help your
visibility in a short time.
There are naturally dozens of other social media sites, but
for the most part the ones above will likely be your best benefits. I would suggest setting up the following:
Facebook – a campaign page for your campaign as soon as
possible
Google+ - this helps your search engine position and will
lead to YouTube
YouTube – see above, but if you are comfortable in front of
the camera, then by all means make a video.
Twitter – you can quickly notify people about what’s going
on in your campaign.
Once you have this set up, focus on branding yourself as a
candidate. You need an angle that will
draw the search engines (all of them) to you if possible.
Consider this for example – Take a moment to pull up your Google
search engine. Now do a search for
“Clinton Thomas”. You will have results
of baseball players, medical doctors, lawyers and no telling how many others. When I did this I even found a Rear Admiral
named Clinton Thomas.
Now, get your Google search engine out again and do a search
for “Clinton S. Thomas, Th.D.” – don’t worry about what it all means right now,
just do the search. First, thank you
for doing the search as you are helping me rise in the Google search directory,
second take a look at the results. It is
likely you’re going to see things like The Four States News, some poetry sites,
some political sites and even my company (My QIDP) is going to show up. To the right, you may even see a picture of
me with some basic information from my Google+ page. You’ll find publications I have wrote, pages
I have worked, etc. As you can quickly
see, I have the first three pages of the Google search. Why?
The answer to “Why” is simple – branding. I looked around the Internet and found that
“Clinton Thomas” was a pretty common name.
I had to decide how to set myself apart.
“Clinton S. Thomas” was not enough as that pulled other people as well. I decided that I would add my degree my
name. While I could go by the formal
title “Dr. Clinton S. Thomas,” I knew that would draw results for chemist,
physicians, etc., so instead I went with the accepted written form adding the
“Th.D.” on the back – Doctorate of Theology.
The degree is even more unique than a “Ph.D.” for search engines. The result was a brand that throws me into
the forefront of a search. My business
cards have my name exactly the same, I sign document the same, and I share my
information the same when telling others about my company (which I even used
this post to share with you-notice that?).
If you are going to build your brand on the Internet to have
voters find you easily, then you must build your brand name. For example, if your name is “John Doe” you
will find that name pulls hundreds of people.
So instead of setting up your Facebook page or Google + page as simply
“John Doe,” you are going to set it up as “John T. Doe for County Dog Catcher.”
You could even focus the name down more and set it up as “John T. Doe for
Johnson County Dog Catcher, Arkansas.” Once people start doing searches for
this name, they will pull up your website, Facebook and Google+ pages.
Another question to consider is “Who are you now?” If you already hold an office, let’s say you
are a Justice of the Peace and you’re running for reelection, you want people
to know that. You may want to build your
brand based on “J.P. John T. Doe” or “John T. Doe, J.P.” There’s a good chance people will more
readily find you this way. If you don’t
believe it, then do another Google search right now for “Judge Larry Burgess”. The first thing you will find is the Miller
County website, followed by articles about Judge Burgess. Naturally, Judge Burgess has somewhat of a
unique name. If his name was “John
Thomas,” you might have to search “Miller County Judge John Thomas” instead. You can see that Judge Burgess fills up most
of the front page.
As a candidate for office, you should at least consider how
social media could impact your campaign.
It will likely reach some voters that you simply cannot reach
otherwise. Any campaign running now
would do well to address social media and what it can do for the campaign. Many
candidates have been running the tried-and-true handshake, public meeting,
newspaper publications, and signs for sometime now. Those are all-strong, especially in Miller
County, and should still be employed.
You should still consider social media too though. If you do not consider social media, there’s
a good chance that your opponent and his or her supporters will consider
it. You may soon find information about
your campaign in the social media world and if you have not addressed it you
may have no defense against the information an opponent may put out.