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What Online Political Marketing Savants Don’t Know About Search Might Hurt Them
January 23, 2007
Oh my goodness was I excited to see the article from WaPo in my inbox this morning--here we have on page 1 an actual article trumpeting the prescience of having what is variously called anything from a Chief Internet Strategist to an E-Campaign Strategist along for the ride on a presidential campaign staff. Then I saw, sigh, that the future they were foreseeing had already leaped past them as they were patting each other on the back for having a guy on staff to post videos:
Call it the YouTube effect, and it is only growing. The video-sharing site, which less than a year after its founding was bought by Google for $1.65 billion, has revolutionized the transfer of information via video, spawned a number of imitators and forced candidates to recalibrate choices, from their announcement strategies to their staffing decisions.
Thinking linearly, of course, these men from the future are prepared to not only post videos preemptively but also in response:
If a rival campaign takes a quote or a incident out of context and uses it as an attack, McCain's team will have the full record to rebut, if needed.
My how prescient. Let's take a look, though, at the nonlinear fashion in which the internet works via search when it comes to an attack floating out there in the atmosphere.
One of the charges that McCain's team probably would like to rebut, and quickly, is a label that John Edward's team has applied to the strategy of adding more ground troops in Irag: The McCain Doctrine.
Here is McCain's video response to that appellation on YouTube, clearly something he and his guy on staff who posts videos would want voters to see who are wondering exactly what the label means, especially if they are wondering what the label means without having prejudged what the label means.
Now, where are these people most likely to go to find out what exactly The McCain Doctrine means? How about a search at Google for [The McCain Doctrine] itself? Any chance?
They clearly have some work to do here beyond posting videos.
All posts by John Lustina
posted by John Lustina at January 23, 2007 04:53 PM
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