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Politics and Social Media - New Study

An email from J. W. Crump at The Bivings Group (prompted by my post on the company's 2006 study -- it's nice to be remembered even if it is only by a digital database) led me to the group's latest study called The Use of the Internet by 2008 Senate Campaigns. The full study is available with the link.

Since I am Canadian, U.S. senate campaigns hold little interest except to the extent they demonstrate effective use of public relations -- and increasingly digital -- tools as campaign strategies. The way politicians manage their crusades online can prove the value of online character management strategies, even suggesting lines of attack for c-suite reputation building.

This chart summarizes how the candidates used their web sites during their campaigns. Apparently we still have some distance to go before politicians -- and from my experience CEOs -- sincerely acknowledge social media as a opinion influencer.

Graph_425

Although . . . they may take note that "Many of the features being used to great effect by Presdidential campaigns are not being used by Senate candidates. None of the sites reviewed in the study had a Barack Obama-style social
network built into their site. In addition, features like house parties
and real time counters (”money bombs”) that have been core features in
many 2008 Presidential campaigns are not used to a great degree by
Senate campaigns."

If their bosses are using these features, maybe it is time for more robust social media reputation management strategies.

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