Are You A Republican Candidate That Wants To Pull A “Scott Brown”?
That is, are you trying to turn a Blue district to Red in 2010? If it can happen in Massachusetts, it can happen anywhere! While Senator Brown was an excellent candidate and his opponent was, well, let’s say, less than excellent, there is significant evidence pointing to the importance of his robust online presence, and, in particular, use of social media, in his win.
What can GOP candidates everywhere learn from Scott Brown?
In November 2009, Scott Brown’s name recognition in Massachusetts was about 50%, while his opponent’s was over 90%. In the following two months, using a variety of social media, his name recognition increased to 95%!
While a well designed, informative and current campaign website is necessary for any campaign, it’s important to realize that many people that visit the website without prompting are already supporters. So, candidates need to employ other vehicles to reach out to others and convert them into supporters. And, that’s where social media can help. It’s about going to the places that the people are and motivating them to get involved with the campaign. Consider this: there are over 100 million active users of Facebook in the U.S. and 90% are over 18 years old.
Scott Brown’s campaign website highlighted social media and he created his own branded community, the Brown Brigade to enable supporters to organize and communicate with each other. Did all this really help his results? Look at a few metrics and decide for yourself.
Scott Brown vs. Martha Coakley
Brown had a 10:1 advantage in Web traffic
Brown had a 10:1 advantage in YouTube video viewership
Brown had a 3:1 advantage in Twitter followers
Brown had a 4:1 advantage in Facebook followers
Is your campaign devoting the appropriate resources to leveraging social media? 2010 is a huge opportunity for Republican candidates. Don’t underestimate the power of an integrated online campaign, using a great website, email and selected social media. Contact Red State New Media to get started!
Diane is President of Red State New Media which combines marketing expertise with technology to help Republican candidates and organizations raise money, attract volunteers, communicate their message and win elections. Prior to co-founding Red State New Media in 2003, Diane built a 20+ year career as a marketing and sales executive for high tech companies such as Intel, Sun Microsystems and Borland. Additionally, she founded an independent marketing and sales company that built new revenue sources for a variety of technology companies, both large and small. Diane holds a BA in Political Science and a BA in Economics, both from the University of California, Santa Barbara and an MBA from Santa Clara University.
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