Social Networking: A New Tool Pushed Back in Time by an Old Candidate
Social NetworkingI just blasted away close to $2.8 billion in pork-barrel spending in three minutes using veto lasers and I'm only on level 2 with 4 McCains left. Not too shabby, right? This is all thanks to an application for Facebook created by U.S. Sen. John McCain's presidential campaign which, instead of reeling in young people as it is most likely designed to do, serves as a glaring illustration of how poorly they understand the demographic.
"Pork Invaders," as the game is called, is an application that anyone with a Facebook account can install in which the player shoots piggy-banks with vetoes as the piggies move back and forth across the screen dropping small, what appear to be, upside-down crosses at your McCain-logo-box-ship. As you skewer pork with vetoes, you save taxpayers millions, but be sure to keep an eye out for the pork-barrels -- strike down one of those and you're well on your way to balancing the budget and paying off our national debt. And after completing a level, you are rewarded with McCain campaign talking points trashing U.S. Sen. Barack Obama's record on earmarks while trumpeting his own. Check out the screen-shot below.
I doubt this venture into the world of social networking will give Obama supporters much to worry about. The game looks like an artifact of the early 1980s and surely those upside-down crosses will not do much to woo fence-sitting Christian conservatives. Moreover, when you look at just the sheer numbers, Obama has around 1,040,000 supporters on Facebook compared to McCain's 150,000. Still, I want to at least commend the McCain campaign for making the effort to reach out through social networks, but releasing an online game that looks painfully out of date will not only remind voters of the candidate's own distance from youth but may also instantiate McCain's recent declaration of computer illiteracy (see Maggie Barker's post), neither association being particularly flattering.
At NDN and the New Politics Institute, we have done a lot of work to help progressives better understand social networking. Click on the link here to find practical guidance on how to best engage social networks, including a memo written by Facebook's chief privacy officer. Below is a video from a recent NPI event during which Beth Kanter, a professional blogger and technology trainer, shares some of her thoughts on how to successfully utilize social networks.
Obama's great advantage in the fall election - his modern campaign
Blogs | Internet | Millennials | Mobile Media | New Politics | Social NetworkingI'm quoted in two pieces today on the momentum events of the last few days. One, by the ever-sharp Susan Milligan in today's Boston Globe, talks about why Senator Clinton lost:
More damaging, critics say, is that the veteran staff was operating from an old playbook, misreading the mood of the country and the new makeup of a 21st-century Democratic electorate.
With her promises to wage war on the enemy - be it Republicans, pharmaceutical companies, or oil interests - Clinton made a textbook appeal to the Democratic Party of old: working-class white Americans, union members, and senior citizens. Obama, however, picked up on the physical and emotional exhaustion many Americans felt after the bitterly partisan Bush and Clinton years, and built a new Democratic coalition among young, educated, and independent voters.
Obama had been to 30 states to campaign for fellow Democrats in 2006, and developed a keen sense of the country's mood, analysts said. Clinton, who was obliged to concentrate on her own reelection in New York, traveled to only 14 states to campaign for fellow Democrats in 2006, and did not pick up on the direction the country was headed politically, they said.
"They didn't understand how much politics has changed since the 1990s. They were slow to use the Internet and the new media. Their understanding of the new coalition was imperfect," said Simon Rosenberg, president of the New Democratic Network and a veteran of Bill Clinton's 1992 campaign.
The other, in Wired, talks about why Obama won:
Ever since the internet propelled Howard Dean's campaign to national importance in 2004, observers have expected the web would soon play a pivotal role in electing a president. As Obama makes history by becoming the first African-American presumptive presidential nominee, his campaign is also the first to fulfill that long-anticipated internet promise. With an enormous internet-driven donor base of 1.5 million people, more than 500,000 of whom have accounts on Obama's social networking website, Obama is the first internet candidate to win mainstream success. His online supporters have created more than 30,000 events to promote his candidacy, some of which are still underway in the last primary states of Montana and South Dakota.
"It's impossible to imagine Barack Obama's rise without the modern methods that his campaign used to organize itself, particularly around the internet," says Simon Rosenberg, president and founder of the non-profit think tank the New Democratic Network. "This really was the most successful campaign of the 21st century."
"This is what happens is when you have a charismatic candidate, and you organize on a scale not seen before," he adds. "Literally, the size and scale of this is unprecedented in American political history, and it wouldn't have been possible without the money, and passion, and support of millions of American people."
The campaign came up with a number of innovations on the internet. It used wikis -- online collaborative software -- to coordinate and churn out precinct captains in both California and Texas. And it created a counter-viral e-mail campaign to combat the anonymous e-mail smears that question his religious faith and patriotism. It set up policy pages that solicited ideas from supporters, and at one point, the campaign solicited letters from supporters over the internet to lobby the undecided superdelegates.
And Obama's campaign constantly updated its YouTube channel to keep its supporters around the country up to speed on his latest speeches.
Obama's campaign spent significant resources on physical offices in battleground states. But those efforts often came to follow the informal infrastructure that his supporters built ahead of time by finding each other through my.barackobama.com and coordinating off-line to campaign for their candidate.
The most obvious area in which it led was online fund-raising. Just under half its record-level of $265 million raised so far came from donations of $200 or less, much of which flowed to the campaign through the internet. The Clinton campaign ended up tweaking its fund-raising approach after Obama's initial successes and began asking supporters for smaller amounts of money in online fund-raising drives following each primary victory.
In contrast to Obama's campaign, presumptive Republican presidential nominee John McCain has raised only $90.5 million during the same 2007 and 2008 period. Just over a third of his donations came from the $200-and-under crowd. Forty-two percent of it came through contributions at the maximum $2,000 level. For Obama, just under a quarter of his donations came from $2,000-level donations.
Obama's record fund raising enabled him to out-blast his chief rival through traditional television ads in battleground states during the Democratic primaries, as well as build out the physical infrastructure needed to organize volunteers.
But it was also savvy off-line campaigning that boosted the size of his online cadre of supporters, notes Rosenberg.
"One of the reasons that they have so many donors is that they were able to collect millions and millions of names through their rallies," he says, referring to Obama's stadium-sized political events, one of which took place tonight at the Xcel Energy Center, where the Republican National Convention is scheduled to take place this summer. "It was all part of an ecosystem where they made it clear that they wanted supporters to be at the center of the campaign."
Each of these interesting articles visit themes we've been talking about here for years - the emergence of a new politics of the 21st century. I end this post with a long repost of an essay I wrote in early February right before Super Tuesday which offers a way of thinking about what this new people based model of politics Dean pioneered and Obama took to another level means. To me what we are seeing is the emergence of a virtuous cycle of participation, which I guess could be described as a political version of the network effect. But the key here is that what Obama, David Plouffe, Steve Hildebrand and others have done is to create a new and better model for how we organize our politics and advocacy, one that brings together on and off-line, and that is,simply, a much better model than the old 20th century tv-based broadcast model we all used for so long:
A Virtuous Cycle of Participation - Finally, Obama has one very powerful advantage in these final days that is hard to see and evaluate - the power of his virtual community across the country. We saw the power of this community with the truly extraordinary amount of money it raised for him in January. But equally important in these final days will be the virtual door knocking these millions of people will be doing - emails to their address books, actions on MySpace, Facebook and other social networking sites, text messages sent to friends, viral videos linked too, and comments left on blogs, newspapers and call in radio shows. It is no exaggeration to say that this million or so impassioned Obama supporters will reach tens of millions of voters in highly personal ways in the next few days, providing a messaging and personal validation of Obama that may be equal in weight to the final round of TV ads, free media and traditional grassroots methods.
All the way back in 2003, I wrote an essay about this new era of participation in politics that argued the new Dean campaign model was changing the way we had to imagine what a Presidential campaign was all about. In the 20th century, a Presidential campaign was about 30 second spots, tarmac hits and 200 kids in a headquarters. In the 21st century, the race for the Presidency would be about ten million people going to work each day, wired into the campaign through the campaign's site, through email, sms, social networking sites etc acting as full partners in the fight not just passive couch potatoes to be persuaded.
This is a very different model of politics. One begun by Dean but being taken to a whole other level by Obama. It puts people and their passion for a better nation at the core of politics. When used correctly, it creates a virtuous cycle of participation, where more and more people engage, take an action and bring others in, creating a self-perpetuating and dynamic network of support. It is also why the endorsements of entities with large, active virtual communities - Kerry.org, MoveOn - is so meaningful for Obama. He has created an on-line ecosystem that can quickly take advantage of the support of the millions of people now doing politics in this new 21st century way and exponentially grow his dynamic community of change.
The Democratic Party is one entire Presidential cycle ahead of the Republicans in adopting this new model, and I will argue it is simply not possible for the Republican nominee to catch up this year. Too much experimentation, too much trial and error goes into inventing this new model for it to be easily and quickly adapted. It has to be invented, not adapted. I'm sure the GOP will catch up over time, but this year year the only GOP candidate who has taken this new model seriously has been Ron Paul - and they have paid the price. Obama raised almost as much money in January of this year as John McCain raised in all of 2007. Democrats are raising much more money across the board, seeing historic levels of voter turnout, increased Party registrations and millions more working along side with the campaigns - all of which is creating an extraordinary virtuous cycle of participation that continues to grow the number getting engaged in politics as never before. While there can be little doubt that anger towards Bush and disapointment with his government is a driving force behind this, the key takeaway is that the adoption of this new politics by Democrats allowed the Party to take advantage of this tidal wave in unprecedented ways, and will be one of the Democratic Party's most significant advantages going into the fall elections.
Much attention has been given to the money raised by this Obama network. Much more needs to be given to the power of it to deliver message, provide personal validation to friends, neighbors, colleagues and peers in ways so powerful, and ways never seen before in American history. I have no doubt that it has been the campaign's ability to foster and channel the passion of his supporters - creating a vrituous cycle of particpation - into an unprecedented national network - helping amplify and reinforce the power of Obama's argument - that is playing a critical role in Obama's closing the gap with Clinton in these final exciting and dramatic days before Super Tuesday.
The challenge for McCain of course is that he has yet to even begins experimenting with this people based model, and is, at this point, not in a position to catch up. As one begins to handicap the fall election this yawning gap in models between the two campaigns will emerge as one of the greatest differences between the a new and dynamic 21st century politics and what I think will be seen as a last gasp of an old - and failed - 20th century politics.
Connecting the Dots of the Obama Phenomenon
New Politics | Social NetworkingNo offense intended, but I do not normally look to Roger Cohen, the older New York Times/ Herald Tribune columnist in Paris, to give insights about the power of social networks and connectivity. Yet his recent column on “The Obama Connection” did just that. In fact, it starts:
It’s the networks, stupid.
More than any other factor, it has been Barack Obama’s grasp of the central place of Internet-driven social networking that has propelled his campaign for the Democratic nomination into a seemingly unassailable lead over Hillary Clinton. Her campaign has been so 20th-century. His has been of the century we’re in.
Cohen goes on to make more analytical points based on the flow of history, and how the world is shifting from the paradigm of the divisive Cold War that defined the last century to the new paradigm of hyper-connectivity and sociability. His own insights stay on that historical geo-political plane, rather than at any tactical, or certainly technical level.
Along the way he cites the work of others who have helped him understand this meta-shift going on – starting with Joshua Green in the most recent Atlantic Monthly. Josh did do a fantastic job in explaining the fundraising phenom behind Obama, by going to Silicon Valley and the San Francisco Bay Area in general and reporting on that untold story. I helped Josh with that story and highly recommend it to anyone. Check it out here.
Cohen also references a new book by David Singh Grewal called, “Network Power: The Social Dynamics of Globalization” that describes the core tension in the world as: “Everything is being globalized except politics.” I have not read the book yet, but I have been talking about similar themes for awhile. In the tech, business, private sector world where I came from before getting involved with the New Politics Institute three years ago, the globalization of everything is the key phenomenon reworking everything. Yet from what I can see, our politics is only barely beginning to adapt to this. Perhaps, as Cohen says, Obama can help change that in a big way.
There is one other book that I would also highly recommend to anyone trying to come to terms with the new world of social networks: Clay Shirky’s “Here Comes Everybody: The Power of Organizing without Organizations.” Clay does a terrific job of explaining in plain language the power of social networking in its broadest sense. Too many people think “social networking’ simply means Facebook and MySpace. That is an extremely narrow way to understand what’s happening – one that Clay will help correct. The better way to think about all this is as a wide range of social tools or social media that acts very differently than media as we have known it. It’s about communications and content and media and all things that get passed around and are collectively worked on and commented on and recommended or just viewed from afar.
I’ve been telling journalist friends of mine to read Chapter 3, “Everyone is a Media Outlet” to really understand what is happening around them in the big picture. Clay makes the best explanation about what is happening to the journalism and news business that I have ever seen. For that and many other reasons, check it out.
Return to the Leverage Social Networks tools page.
NPI Invite: The New Tools Campaign, Stage II
Hispanics | Mobile Media | Peter Leyden | Social NetworkingLast summer NPI launched a campaign to get progressives to adopt four key new tools that helped boost prospects in the 2006 campaign. Come to an event on July 27th in DC where we launch the campaign around this year’s set of four more tools and explain why they are important and how to easily get started using them.
This Stage II Campaign will expand to promote “Reimagine Video,” “Go Mobile,” “Leverage Social Networks,” and “Target Your Marketing.” We also will update our previous pitches to “Buy Cable,” “Engage the Blogs,” “Speak in Spanish,” and build on our earlier use Search Ads to become the broader “Advertise Online.”
Each Tool will have a short, practical memo to politicos about why this tool is important to leverage, and how to get started using them. The memos are written by practitioners who deeply understand the tools and how they can be used by politics. Many of these experts will be at the launch event to talk and answer questions. They include:
Jed Alpert, CEO and cofounder of Mobile Commons, which helps political people leverage mobile media, on “Go Mobile.”
Dan Manatt, CEO and Executive Producer of PoliticsTV.com, which focuses on internet TV for the Netroots, on “Reimagine Video.”
Laura Quinn, CEO of Catalist, which has built and operates a national voter database for progressives, on “Target Your Marketing.”
Henry Copeland, founder and CEO of Blogads, one of the very earliest ways to advertise on blogs, on “Advertise Online.”
Jerome Armstrong, founder of MyDD, one of the first political Blogs, and Coauthor of Crashing the Gate, on “Engage the Blogs.”
And Ali Weise, NDN Executive Director and former deputy director of the Democratic Congressional Campaign Committee, on “Buy Cable.”
The New Tools Campaign, Stage II
Friday, July 27
Phoenix Park Hotel
520 N Capitol Street, NW
10am - Noon
Light refreshments will be served
Please RSVP to Tracy Leaman at tleaman@ndn.org or 202-842-7213.
Feel free to spread this announcement around. The more progressives who understand the powerful new tools and new media we now have at our disposal, the better. Thanks.
Peter Leyden
Director, New Politics Institute
MySpace Primary: Social Networking Gone Wild
New Politics | Peter Leyden | Social NetworkingSocial networking is going to play a big role in the politics of this cycle, but I think having a primary on MySpace might be going a bit far. We’ll see.
The MySpace primary seems to me to be gimmicky at this point, and I hope that does not turn off political people from the idea that social networking tools can be a powerful way to do what politics has always been about – connecting up people and their “social networks” of family and friends behind a campaign or candidate.
I made that point in an interview I did today around the breaking news. Separate the importance of social networking from the potential relevance of the MySpace primary. They should be evaluated on their own terms as two separate things.
There is no question that social networking will be big in politics – not the least because it is a critical medium to reach the Millennial Generation, that increasingly important young constituency.
There are a lot of questions about how a MySpace primary will fare in a real-world primary world. But you never know. I could be wrong….
The Times looks at social networking and politics
Simon Rosenberg | Social NetworkingThe Times takes an indepth look at one of the "new tools." For more on our take on the new tools for politics and how to best use them visit our New Politics Institute website and come back regularly to this blog. There is little doubt that we are seeing a vastly different way to campaign, advocate and run our politics this year, and the change, if anything, seems to be increasing in velocity.
Next generation of social networking sites
Simon Rosenberg | Social NetworkingThe Times this morning has a look at the next generation of social networking sites. It features some comments from friend Marc Andreessen, who discusses his new venture, Ning.
An excerpt:
The new social networking players, which include Cisco and a multitude of start-ups like Ning, the latest venture of the Netscape co-creator Marc Andreessen, say that social networks will soon be as ubiquitous as regular Web sites. They are aiming to create tools to let ordinary people, large companies and even presidential candidates create social Web sites tailored for their own customers, friends, fans and employees.
“The existing social networks are fantastic but they put users in a straitjacket,” said Mr. Andreessen, who this week reintroduced Ning, his third start-up, after a limited introduction last year. “They are restrictive about what you can and can’t do, and they were not built to be flexible. They do not let people build and design their own worlds, which is the nature of what people want to do online.”
Social networks are sprouting on the Internet these days like wild mushrooms. In the last few months, organizations as dissimilar as the Portland Trailblazers, the University of South Carolina and Nike have gotten their own social Web sites up and running, with the help of companies that specialize in building social networks. Last month, Senator Barack Obama unveiled My.BarackObama.com, a social network created for his presidential campaign by the political consulting firm Blue State Digital.
