Progressives cannot rest on their 2008 laurels. Conservatives are now using New Media and have, in some ways surpassed us. Scott Brown’s winning Senate race in Massachusetts relied heavily on New Media.
The GOP actively reaches out to bloggers to help spread their message.
A Google ad surge may just have put Brown over the top and into a winning position.
Aside from pitching his truck, Republican Scott Brown also pitched voters with an aggressive online campaign.
When voters googled Martha Coakley, Brown’s opponent, they saw plugs for Brown in the list of sponsored links on the right.
Rob Willington is Brown’s online strategist. He says with Google’s help the campaign was able to precisely target key markets.
ROB WILLINGTON: So if you lived within a 30 to 45 mile radius of one of our offices, you were going to see ads saying volunteer this weekend for Scott Brown, all over the place in the top 200 Web sites in Massachusetts.
Welcome to the world of Google-powered elections. The company calls that tactic a network blast. In Massachusetts, Willington says those blasts cost about $25,000 a day. Far less than TV and worth every penny.
WILLINGTON: People think Google is a search engine, that’s just one part of it. It’s the new TV. It’s not a niche media market anymore, it is mass media.
As more and more voters rely on cell phones and caller I.D., it will become increasingly more difficult over time to reach voters by telephone.
A New Media strategy is no longer a political luxury, but a political necessity.
But if you’re going to do a New Media campaign, make sure you do it the right way. There’s no point to doing a lackadaisical Internet strategy, and then shrugging your shoulders after it fails saying it didn’t work.
Politics magazine lists “Ten Ways You Can Blow It Online in 2010.”
A winning New Media strategy takes time to develop and gain momentum.