Social Media: Candidate, Message, and the People
For candidates as with marketers, message and connection with the audience is paramount. In the past, candidates had to go through a gatekeeper (news editors) to get their message to the public. If they were lucky enough to do so, there was no guarantee as to what the condition of their message would be as translated by the gatekeeper. Corruption of the message was at risk.
In the past, the most common way to ensure the purity of the message was through paid advertising. This model is dramatically slanted towards well-funded campaigns.
Blogs and websites provide platforms for consistent, thorough, and unedited messaging. Twitter, Facebook, and other social media platforms can be used to drive supporters to the message (blogs and websites). Money is no longer the key ingredient to promoting one’s campaign.
The focus is now on the issues.