Organizing Online? Think like a rock band.
Last month, the crew over at Frogloop had this sage advice:
It would be so convenient if launching a viral message campaign, political or otherwise, on a social networking platform were as easy as just adding water. But, the truth is that as with any grassroots campaign, it takes persistence, lots of online and offline effort, and the right tools and the right message in the hands of the right people at the right time. Oh, and a little luck, too. Basically, you need to be scrappy, flexible, and think like a rock band.
And it would seem that Peter Franchot, a statewide candidate for Maryland comptroller, did just that. He hired rocker Jacob Colker to do his online organizing. From the Chicago Tribune:
Go to MySpace.com and Facebook.com, the hugely popular social-networking sites, and seek out college students in the region whose profiles showed both a political science major and a liberal viewpoint.
The rest of the article examines broader trends. We'll just share this one tidbit.
Advocates see some of the same potential in viral marketing efforts in which campaigns try to persuade supporters to e-mail messages or videos to friends and acquaintances. Voters are far more likely to open and read an e-mail from someone they know.
That's the challenge. Think like a rock band.
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