You are on an individual archive page

Click here to return to the main page


Wikipedia does good things. Reward them.

The Daily Links Page
Got a link to submit?
  • New Evidence Proves First Flag Made By Betsy Ross Actually Shirt For Gay Friend
  • Colbert Leads Huntsman in S.C.
  • Polish prosecutor 'shoots self after news conference'
  • Jim Rome leaving ESPN. Bonus: Footage of Jim Rome getting attacked by Jim Everett & crying like a baby
  • Broncos, Tim Tebow stun Steelers in OT, win 29-23 in NFL playoffs
       [ 2 comments ]
  • Video: Remember 2008
       [ 1 comment ]
  • Beezow Doo-Doo Zopittybop-Bop-Bop faces weapon and drug charges
  • Video: Green Bay anchorman loves lamp
  • Video: Rodgers & Raji in the new Discount Double Check ad
  • Jim Rome: out of The Jungle and onto the (horse) farm
  • New IL Law Requires Photo ID To Buy Drain Cleaner
  • Fawn Cuddles Kitten, Hearts Explode
  • The priest who changed the course of history for the worse... by rescuing four-year-old Hitler from drowning in icy river
  • Get Fit or Get Fined: Web Service Offers to Charge You for Skipping the Gym
  • Fine proposed for botching US national anthem
  • Why Best Buy is Going out of Business...Gradually
       [ 1 comment ]
  • Edina boutique takes heat for trashing $4,000-plus gowns
  • Law Student Goes 'Homeless by Choice' Touts Value of Gym Club Membership
  • VIDEO: Snoop Dogg on 'The Price Is Right'
  • Flynn and Out
       [ 3 comments ]
  • Don't put Bielema on the firing line
       [ 1 comment ]
  • Your end of the season Vikings comment thread
       [ 2 comments ]
  • Mass. budget motel fights forfeiture by feds
  • Vikings scrutinize downtown Mpls. stadium site near basilica
       [ 2 comments ]
  • Kelly Clarkson criticized on Twitter after singer endorses Ron Paul for President 
  • Political Predictions for 2012
  • We're All Doing The Best We Can
  • Video Of Little Girl Getting Pissed Off About Pink Toys Will Make Your Heart Swell
  • The 10 best sports-related Hitler Reactions of 2011
  • Happy Endings on the housing crisis
  • Why You Just Got New York Times Spam
  • There Will Be No Friday This Week In Samoa
  • The Most Hipster State In The US
  • Online Merchants Home in on Imbibing Consumers
       [ 1 comment ]
  • On islamic fashion
       [ 1 comment ]
  • Sears as Lampert's 'Mismanaged Asset' Loses Customers to Macy's
       [ 1 comment ]
  • 5 social network predictions for 2012
  • Cheetah, chimp star of classic Tarzan movies, dies at 80
  • The Hottest Things on TV in 2011
  • Beer in cans: It's not just for Bud anymore
  • Seven Packers earn Pro Bowl selections
  • The Worst Angry Christmas Tweets In the World
       [ 2 comments ]
  • Minnesota cities try to hold back on rented housing
  • Why Iowa Shouldn't Vote First Anymore
  • Some Falcons Players Upset Drew Brees Went For The Record Last Night
  • We've Identified Jilted Packergirl
  • With its 'W' initiative, ESPN tries to solve the equation of serving women sports fans
       [ 2 comments ]
  • Owner surprised to find cat regularly catches bus
  • Charles Barkley: Skip Bayless Has Surpassed Peter Vecsey As The Biggest Jackass In The History Of Journalism
  • Handicapping the 2011 NFL MVP Race, 2.0

     

  • Revisited: Dos and Don'ts of Online Political Campaign Marketing

       November 13, 2005

    While pundits across America searched for the meaning of Election Day 2005, I know what this past Tuesday really meant. It meant that it's now time for politicians to start their 2006 campaigns in earnest. And actually, truth be told, most of those campaigns have already started, at least online. My inbox is full of political communications every day. Campaign managers obviously think the internet is the new, great way to get their message out, but they just as obviously have no idea what they're doing.

    I think now is a great time to revisit an old post of mine on the Dos and Don'ts of Online Political Campaign Marketing. Political campaign managers haven't learned much in the year or so since this was last posted. In fact, some of the emails I've received lately have prompted me to add a few things to this last.

    (As an aside, I keep reading about how some presidential candidates have already hired online campaign directors. I'd like to note that in addition to my MBA and degrees in political science and journalism, I also have over 5 years of experience in online marketing. If any political gurus are reading this, I am not yet taken for 2006 and/or 2008. ;-)

    So, without further ado, the new, and improved, Dos and Don'ts of Online Political Campaign Marketing:

    1. Don't spam. Ever. This is the cardinal rule. If you spam, be prepared for a huge backlash that will dwarf any positive gains from your unwanted emails. Yes, it's legal for political campaigns to spam (CAN-SPAM states, somewhat ironically, that politicians can, in fact, spam), but that doesn't make it right and it doesn't make it good marketing. When you go online, you play by the online rules. And, in the online world, a spammer is about the lowest form of life.

    2. Do, however, consider emailing bloggers individually. A caveat here, by "individually" I really mean individually, not by putting a different name in the "to" field. Target bloggers who share your geography or specific ideology. For example, I wouldn't be offended if someone from the staff of the Republican candidate in my congressional district emailed me individually. I'd be flattered.

    3. Don't email bloggers asking for money, even if they're in your district and even if they share your opinion on everything. Ask for their involvement both on their site and on yours as guest writers. Save your online fundraising for those who have already given you their permission to email them.

    4. Do realize that content is king. Talk about your goals and policy positions. Save the sound bites for TV. The internet is the place for your candidate to expand, in detail, on their positions. Your web presence should reflect that. Post policy papers. Share statistics. Highlight your candidate's accomplishments in.

    5. Don't think that you can put up misleading information on your website and then simply erase it if you get caught. A record of your mischief will still exist and your opponents will have as much proof as if you placed a traditonal ad.

    6. Do understand that people who read about politics online are interested in politics, not just issues. If your campaign has a blog, don't just post old press releases, write about some of the inside details of the campaign. If you do, people will come back time and time again and you'll gain an audience for the rest of your candidate's pitch.

    7. Don't think putting your website's URL on brochures is effective online marketing. Read and comment on other blogs. Reference interesting articles that other people are writing on your blog. Bloggers always read their referral logs and if you link to them, they will come back to you. And, they'll spread the word to their audience as well.

    8. Do constantly update your website. At the very least, keep an up-to-the-minute schedule of campaign stops online. Neither the Kerry or Bush campaigns do a good job of this. If they did, I'd visit their sites all the time to get local coverage from their latest destination.

    9. Don't make your online communications a one-way street. Encourage supporters to participate through moderated email lists, forums and the like. Of course, everything the public says won't be positive, but it may be instructive. Think of it this way: if you give the public a voice, campaign staff can be partly released from the nasty job of telling a candidate things they don't want to hear - staff can simply point the candidate to the nearest computer.

    10. Do speak online in a slightly different voice. For whatever reason, a little more irreverance is allowed online. Ironically enough, your candidate may be able to best showcase their personality and humanity through a computer.

    And now for a couple of new additions to the list:

    11. Don't send attachments. Seriously. In last few weeks I've gotten word documents and pdfs sent to me by various campaigns. I'm not going to open them and what's worse, I resent it that you're clogging up my email and possibly sending me a virus. Whenever you feel like sending an attachment, don't do it. Either post a link in your email to an HTML version of the information OR just put the text directly in the email itself.

    12. Do create events especially for bloggers. Set up a teleconference for your candidate and invite local bloggers along with members of the traditional media. The bloggers will actually be excited to attend and will undoubtably write about it. I think bloggers still feel special when they're treated like the "regular" media. Take advantage of that feeling while you still can.

    13. Don't communicate too often. I don't need to hear from the RNC twice a week. The more email you send me, the more likely I am to ignore it. And don't think you can justify the frequency by saying that you're not seeing an increase in your unsubscribe rates. People don't unsubscribe anymore. They either block your email or just delete it without reading it.

    14. Do learn lessons from other online marketers. Online, your candidate's website is just a keystroke away from Amazon and your email can hit an inbox right next to a message from Best Buy. Learn from the people that make those sites and those email programs successful. Online political marketing isn't so different than online marketing in general. There are a lot of very worthwhile conferences and vendors that can help online political marketers as much as online retailers. Use them. I'm always surprised that I don't meet more people from non-profits and political organizations at such events. I'm sure it's just as important for a candidate to know where traffic to their website is coming from or what areas of their website are most popular or who is actually opening their emails. In fact, given the stakes involved, I'd think it's even more important.


    Posted by at November 13, 2005 01:18 PM

        The trackback entry for this page is : http://www.inthehat.com/mt/mt-tb.cgi/1169

     

    Trackback Entries
      MLMForums.net linked with Dos and Don’ts of Online Political Campaign Marketing
      Badger Blogger linked with Pols and their staffers would do well to read this list
      banquet belt boots bottle boxer briefcase cargos cufflinks diaper dress glove handkerchiefs hats jacket jeans khakis loafers luggage pullover pumps robes sandals scarves shoelace socks sticks suits umbrella vest wallet linked with netsraps
      birthday boat cardboard chat computer directtv dolphin ecard employment envelope font friends internet massage nurse paper party personals poetry rose school scooter shareware smoking stamp sword tigers tires work linked with torotool

     


    Comments

    #  November 13th, 2005 10:04 PM      james
    the rnc either pulled my email address off of the internet or matt margolis sold the old "blogs for bush" list to them. in the span of 2 weeks, i got 30+ messages from the RNC and one from margolis, which is why i suspect him. ive never asked to be spammed by any of them. i never got spam from them prior to 2 weeks ago.

    and the messages are all so f*cking stupid ... "so and so makes press release!!!!!!!!!" "check out our new talking points!!!!!!!!!!!!'" "my exclamation key is stuck!!!!!!!!!!!!"

    as a result, any messaage from rnc-anything or gop-anything dot com now goes straight to /dev/null. funny, i havent even added the aclu to my blacklist yet, but the rnc had no problem making it. wtg, guys!

    i may never vote for another republican again, solely because of the spamming.

    most people probably think im kidding.

    this site is named "dummocrats" to call attention to stupid political tricks. it used to be that 90% of the pandering and stunts were done by the dems. the new republicans have shown that they're very competitive in that arena, however.  
     
    #  November 14th, 2005 6:06 AM      BadgerBlogger
    Your list is dead on! Especially the SPAM part :-)

    I don't mind being included on a mass email list for press releases, but I do admit that I take them much more seriously if they come from someone that has taken the time to email me personally first. I get a lot of press releases from people that are running for office, but I have no idea who they really are.

    (Note to James) The Democrats SPAM-a-plenty them selves. I like to keep up on the "opposition" and get more SPAM from the DNC and Democratic operatives than from the GOP.  
     

     

     


      page rendered in 0.0577 seconds | ©2004, 2005 Dummocrats.com