Soc-Nets and Web Strategies Can’t Replace Door-to-Door

Every election cycle some new strategy or technique becomes all the rage. Several cycles ago it was “microtargeting,” now its “social networking.” Smart consultants have learned to introduce the new techniques into their strategic advice but work hard to maintain the balance and discipline it takes to win. The goal is to still get your candidate elected. Having 4,000 Facebook friends, half of who aren’t even in your district, does little to help you on Election Day if you fail to build your brand, communicate your message (in-person), and get out the vote.
 
Two recently released surveys on how Americans perceive brands and make decisions gives us geeky political junkies an idea of how different campaign tactics work to win votes. The first survey, released by Harris Interactive last week, indicates that while adults “use a mixture of traditional media and new media, including those that would constitute ‘push’ (advertising and websites) and ‘pull’ (information from neutral, informal communication),” Americans are persuaded (and informed) most by face-to-face communication.
 
This means that the time, the resources and the importance the campaign places on attracting Facebook friends, posting video-blog clips and tweeting every move the candidate makes still cannot move voters the way volunteers knocking on doors can. A closer look at the survey data shows that younger voters—those you would expect to be most swayed by the widget, blog and tweet strategy—are even more moved by face-to-face communication than their older counter-parts despite being heavier users of Facebook, LinkedIn, MySpace and Twitter. This is a strong reason to keep door-to-door at the top of your campaign’s priority list!
 
The second survey that caught my eye last week, released by WorkPlace Media, reveals that Americans’ perception of a brand remains largely unchanged by social network presence. This reinforces the necessity of traditional media (TV, radio and direct mail) and face-to-face communications (events and door-to-door) as the primary method to build your candidate’s brand. Your campaign’s social network and web presence will only reinforce the candidate’s brand perception and does little to actually frame it.
 
Don’t get me wrong here. Your campaign should employ a strong social network and web strategy. That’s how you raise money on-line and motivate volunteers and supporters. However, don’t let your soc-net strategy distract you from tried and true campaign tactics like door-to-door that continue to be the most effective at winning hearts, minds and—most importantly—votes.