In the wake of the elections, it has been encouraging to see the energy with which Republican professionals are working to address the digital divide between Republicans and Democrats. www.RebuildtheParty.com and www.topconservativesontwitter.org are great examples of this.
We need to break the mold when it comes to our tactics and strategy online.
If the 2008 political technology race had been an election, it would be been an absolute landslide. We can all admit that the Obama campaign utilized technology in the most effective way anyone has seen in American politics. But it is encouraging to see the energy Republican professionals are bringing to address the digital divide between Republicans and Democrats.
We need to rethink our online tactics and strategy. The past election cycle taught us a number of valuable lessons: the growing political significance of self-organizing citizen activism; the speed at which viral information travels through the blogosphere and other digital media; the power of online fundraising; the extent to which younger voters rely on and demand online information and interactivity; and the peril of a strategy blind to these irreversible developments.
In every online category – fundraising, list building, message distribution, grassroots organizing – Republicans trail Democrats. I recommend that we reorganize the party structure by integrating e-Campaign staff into every department. In fact, the committee should consider making the e-Campaign director deputy chief of staff. By reorganizing the RNC and embracing technology’s capacity as a “force multiplier,” we will make a bold statement about how the party plans to transform its use of technology.
I also believe in building online Republican communities – not lists. Instead of focusing on amassing email lists of the marginally interested, we must make a concerted effort to transform our websites into hubs worthy of the fervent political dedication of our online supporters. To achieve this goal, we must link Internet users to social networks and blogs of all sizes, and we must be willing to value openness and innovation as much as message control.
We should also devote a sizable portion of our independent expenditure operations to online advertising. These efforts can fuel fundraising and online community building in ways that television ads, even those listing a web address, cannot, and they do so with an unprecedented capacity for real-time targeting and measurement.
It seems like only yesterday that Al Gore invented the Internet. But technology is rapidly changing how political campaigns are conducted and it is time for Republicans to be in front of these revolutionary changes – not lagging behind. The ideas listed above are only a few in a broad technological program that I want to employ at the RNC. We have the talent, the imagination and the know-how to place our party on the cutting edge of cyber-politics. We just have to act.