You see, it’s really not just about telling people what you’re having for lunch.
A study conducted by the Emerging Media Research Council out today found that Brown had a more effective strategy of using social networking tools including Facebook, Twitter, and YouTube to promote his campaign and connect with supporters.
Here’s a look at the numbers:
Facebook Posts since Jan. 1: Brown (128), Coakley (58)
Facebook Fans: Brown (70,800), Coakley (13,529)
Tweets since Jan. 1: Brown (142), Coakley (144)
Twitter Followers: Brown (9,679), Coakley (3,385)
YouTube Videos: Brown (57), Coakley (52)
YouTube Video Views: Brown (578,271), Coakley (51,173)
The study concludes that Brown’s use of social media helped in several ways, including boosting his name recognition both in and out of Massachusetts. They note that just 51% of Massachusetts voters had heard of Brown in a Nov. 12 poll, by Jan. 14 his name recognition was at 95%.
The name recognition outside of Massachusetts is probably the most important factor here. Back in olden times, candidates relied on cash flow that primarily came from the locals who were aware of them or the national party. We Internet loons will send our money anywhere, though. Even to candidates on the other side of the country who we didn’t know about a month ago.
The Twitter hoards have been going nuts for Brown in the past week and a half. While it can’t be measured directly, the social media activity was through the roof on the day Brown raised a million dollars after having set a goal of half that.
On either side of the aisle, social media networks provide an avenue for the power in the parties to return to the people. The old model of writing a check to the RNC or DNC and hoping they spend it wisely has largely been dismantled in the last eighteen months.
While the press was writing story after story about the demise of conservatism in America in the wake of Obama’s victory, we found a way to turn commiseration into action on Twitter (it was a happy accident, anyone who says it was be design is full of it).
Joe Trippi said today that this election is about “outsider vs. insider”. I would say it’s more about “old ways vs. new ways”.
The “change” that was so lusted after during the 2008 election may actually be on its way from a completely different direction.
