Tuesday, December 17, 2013

Online Politicking: Versatile Must for 2014 Campaigns

Every savvy candidate and advocacy group in 2014 is going to do some Internet politicking. But do they know how to maximize their online power? "How to Use the Internet to Win in 2014: A Comprehensive Guide to Online Politics for Campaigns and Advocates" offers itself as one guidebook. As summarized by Colin Delany, founder of Epolitics.com, for the Huffington Post, a winning strategy includes both online fundraising, for repeat pushes of those donate buttons, and online recruiting, for donors and volunteers who will become viral emissaries in turn. Campaigns are advised on mobilizing supporters to participate in e-mail efforts, virtual phone banks and digital rallies. Grassroots organizing is given a digital spin, too, with iPads, tablets and other mobile devices used as on-site donation takers (via mobile credit card readers) as well as dispensers of maps, videos and canvass talking points. Digital advertising, meanwhile, can be made more effective with improved analytics and targeting. The Internet is also a great way to quick-test, from A/B subject-line splits to complex positioning. Worried about the high cost of a shotgun mass media effort? Online geographic selection can offer cheaper and more precise targeting. Finally, the Internet is a rapid-response weapon in case of attacks and unfavorable coverage. For more, go to the blog post at http://www.huffingtonpost.com/colin-delany/the-internet-in-politics-_b_4420094.html

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