Inspired by Stephen’s post about congressional leaders on twitter, I remembered the Wall Street Journal’s recent focus on the Republican Party’s improved internet savvy.
RNC Chair candidates were recently asked whether or not they have any followers on Twitter and most responded “yes”, with some able to recite precise numbers of social media followers and friends on Twitter and Facebook. These questions result from larger Republican Party interest focus on internet and social media marketing after losing massively in recent elections to the more tech-savvy Democrats. In fact, a group of Republicans have provided a ten-point action plan outlining how to rebuild the Republican Party, identifying “the Internet” as the number one priority. According to them, “winning the technology war with the Democrats must be the RNC’s number one priority in the next four years.”
I don’t think this makes much sense.
The Republican Party should absolutely improve its internet and social media marketing strategies (compare gop.com with democrats.org and you’ll see what I mean), but I think the party is overlooking a major initial step in reviving itself from the dead: have a message!
While I believe social media and online marketing are terrific ways of reaching new and diverse groups of citizens, I don’t think any amount of online marketing expenditures can save a brand or a campaign if there is not a clear or consistent message. I highly doubt that those who voted for Obama did so simply because he Tweeted or was on Facebook – instead, I think people supported him because he emphasized change and his message (while, ironically, one of change) never wavered. In short, I hope the Republicans can come up with a central idea and/or a rallying cry before they enlist the help of social media and internet marketing.
Genevieve
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