BernieHund: The Political Watchdog

The Internet has played a far greater role in the this year’s election than in any other.  Of course, the Internet is affecting more of our daily lives than ever before.  Some of the candidates need to move into the year 2008.  No longer is the Internet a source of entertainment or misspent hours.  It is a viable news source, often scooping events before television can air an event or print media can set the type.

Fundraising on the Internet has been a key tool in keeping candidates afloat this year.  More importantly, it is the one place where each candidate can have his or her policies laid out in full.  For all the costs of online ads, a candidate who plays his or her cards right can gain momentum by attracting younger voters who fill YouTube with video clips or Facebook with friends.  Every positive step a candidate makes is heralded almost instantly.  And, no blunder goes unnoticed.

I’m sure there are examples somewhere of how the candidates are raising money online, but I have my own opinion.  The methods used to raise money tell us a lot about the candidates.  I have signed up for every email subscription available… for all the candidates, just to see how the approach would go.

Let’s start with John McCain.  His online presence tells us what we already knew.  He is old and so are his methods.  He has not fully embraced the force of the Internet.  His approach tells me that he is living in the past, clinging to old ways of doing things, not moving into the 21st century.  I get the feeling from what I have seen of the McCain online campaign that it is being run by older people, who like my 86 year old mother-in-law can type up an email and hit the send button and that’s about it.

Of course, McCain’s daughter keeps a running blog, but for the most part it appears to be useless to McCain’s race as far as fundraising goes.  However, I must admit that Meghan McCain’s blog is ideal in some ways.  It makes John McCain human, or at least gives that appearance.  The snapshots that fill the blog are interesting and lively.  Unlike some who read the blog, the photos of feet and shoes are not that intriguing.  Again, while I am not interested in what someone is wearing, I find that the pictures give life to what would otherwise be a dead Internet campaign.  Unfortunately, the blog won’t bring voters to the polls or money into the campaign.  It is more about appearance than substance and makes a nice daily diary of activities.  I would prefer more substance.  Let’s just say that Meghan McCain’s blog is about the best link to the Internet that the McCain campaign has stumbled upon.  

McCain is running a few ads.  They have appeared from time to time on this blog when I mention his name in a post.  But, as far as gathering momentum and money, the McCain groupies haven’t touched the surface of the online campaign methods of today.

The Clinton campaign has a more direct approach.  Give money.  Support Hillary.  This method is slightly outdated.  A few years ago, when the Internet was a novelty of sorts, seeing a hand out for donations was common.  But, as the net has moved into the forefront for immediate news and a variety of views, it appears that the Clinton campaign has taken a rather mundane approach to gathering supporters.

The Clinton website is well done and lays out her policies with precision.  Unfortunately, the campaign approach seems to be here it is, read it, and click the donate button.  There is nothing to create an enthusiasm for the candidate.  As far as online advertising, Clinton has invested, but not nearly what she should have.  I get the feeling that Senator Clinton is trying to work the Internet, but doesn’t have the creative minds to do it properly.  There is almost the same arrogance portrayed online that is often reported in the media. 

And, last but not least by any means, I am going to bet that Barack Obama has invested the most in online advertising.  And, as a subscriber to all the campaigns, his staff definitely knows best how to bring the masses to the Obama campaign.  He doesn’t beg for money or demand it.  He is far more subtle.  First there is the introduction to the candidate, the leads to the official website, the caressing of the voters and finally the donations.  It is a masterful advertising campaign that fits the times.

I believe the Internet presence of each of the online campaigns tells us something about the thinking of the candidates.  Obviously, John McCain is surrounded by older people who have little knowledge of the overall influence of the Internet on society today.  Unfortunately, rather than seeking younger associates and trusting them to run an online campaign, Senator McCain is stuck in the past.  Same old, same old. 

Senator Clinton understands the benefits of the using the Internet, but her campaign has not been able to capture the attention of the masses.  She seems to rely on old contributors and old allies rather than reaching out to the people.  The approach is typically Clinton-esque.  I am here.  Give me your donation.  Again, this demonstrates the Clinton approach to most things.  We have the answers.  We don’t want to hear your suggestions.  Give us your donations and we will do the rest.

Barack Obama has taken a totally different approach.  He is online and embracing the voters and the contributors.  His campaign has put the candidate online, not on a pedestal above the Googlers, but as one of us.  His approach has been to touch the masses through his campaign, bring them into the fold, show them how he thinks and embed them in his campaign.  Then, he asks for a donation… from those who like his policies and wish to contribute.  His campaign gives.  It embraces the voters.  We all begin to feel that we are a part of the “change” program.  And, many of us find ourselves wanting to give (donate) before we are asked.

As the campaigns continue in the run up to November, I believe it is imperative that the candidates find ways to communicate effectively with those who rely on the Internet… and realize that there are more of us than most have thought.