4. Case Study: Scott Brown
When New Media Goes Right: Scott Brown
The Senate election of Republican newcomer Scott Brown is a fascinating example of a political campaign that used all of the right new media tools at just the right time. Scott Brown entered the race for Ted Kennedy's vacated Senate seat as a virtual unknown, trailing by a huge margin in early polls in a state where Democrats outnumber Republicans 3 to 1. His underdog victory is due in large part to his smart online campaign, which slowly and inexpensively built up support and mobilized dedicated volunteers in the final few days of the special election.Invested early in online media
Scott Brown had already recognized the potential of new media and as such, had already amassed a following on facebook and twitter prior to entering the race for the Senate. He also specifically appointed a Chief of New Media. With the help of new consulting firm Prosper Group, a new website with the main goal of mobilizing support was up a few days after he threw his hat into the Senate race.
Interactive website design
Recognizing that the website could be used for more than just a place to explain positions on political issues, the Brown campaign considered the website more as a place to mobilize support and organize volunteers. The website focused on resources for volunteers to find a local campaign office, sign up to work at the phone bank, link to social networking, or join the Brown Brigade, the Ning platform that allowed volunteers to coordinate completely on their own.
Engaged and interacted with audience
Brown was highly praised for his direct dialogue with voters online. He would use Twitter and Facebook as a means to respond to questions and comments, directly engaging with the public and including them in the political conversation.
Content & quick response
The Brown campaign effectively used online video to keep content fresh on the website and to respond to any criticisms or gaffes of the opponent. Approximately 60 videos were used during that short campaign. Brown's Youtube channel had 1,453,300 views compared to Coakley's 161,800.
Innovation in volunteer mobilization
Using google ads to get volunteers: Instead of using ads to advance his policy stance, the Brown campaign used targeted Google ad blasts in different regions in order to get more volunteers during the last weekend of the campaign. This strategy was so successful that volunteers actually waited for up to an hour and a half to work the phone banks.
New media apps to allow volunteers to work independently: The new media staff developed cellphone apps to allow volunteers to download phone numbers and call voters on their own, dubbed the “Phone from Home” campaign.
Immediate text message blasts: Over the course of a few months, Brown collected 7,500 cell phone numbers. The campaign would send out text message blasts for urgent mobilization, most memorably for when the opponent was on a radio show. Brown supporters would flood the radio show’s telephone lines with tough questions.
Highly successful fundraising campaign
A one day online fundraising campaign called the “moneybomb” completely exceeded expectations. Instead of the goal of $500,000, contributions totaled over $1.3 million by the end of the day. The next day, the campaign also raised another $1.3 million and $1.7 million the day after.
Social networking ties
Scott Brown’s campaign is an excellent example of the power of social networks to extend word of mouth quickly and to a widespread audience. By interacting with people via twitter, facebook, and on blogs, Brown was able to engage his supporters to become active participants in the campaign. The numbers say it all:
Brown had 10,214 Twitter followers and 181,140 Facebook fans compared to Martha Coakley’s 3,520 and 14,487.
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