The Ins and Outs of a Political Social Media Campaign

Over the past two weeks, I have been analyzing the use of social media in Andrew Cuomo's campaign for governor of New York. Social media has become one of the most dominant forms of communication. The fact that Cuomo's campaign is using Twitter--the most recent social networking tool to sweep not only the nation, but the world--signifies just how big of an impact social media can have.


As I have learned in this class though, just because someone is utilizing social media does not mean they are doing it right and reaping the most benefits. You have to have the right message and use the right media tool to reach the appropriate audience. Messages can't be too long due to lack of reader patience, but messages that are too short will not get your intentions across. 


I thought it was really interesting to analyze the numbers of Cuomo's campaign to those of his Paladino's his opponent. Cuomo's Twitter followers and YouTube subscribers were significantly less compared to Paladino, yet Cuomo seems to be winning the in pre-election polls. This can be solid proof that social media doesn't necessarily tell the whole story. Since Paladino is known for losing his cool, perhaps more people follow his social media updates as a form of entertainment.


I am interested to see what my fellow classmates have to say about their candidates and if they're social medial stats are are off as mine. 

'FeelGood' About Social Media

According to its Web site, FeelGood  "is a program, a youth movement, that transforms students into life-long social entrepreneurs and responsible global citizens – a.k.a. changemakers.” More detailed information and a super sweet video can be seen here, but the most important thing to note is that FeelGood is a non-profit organization started by two college students 6 years ago and has grown into something with a presence around the country. But how does one rinky-dink grilled cheese stand on the campus of the University of Texas turn into something present on over 20 college campus across the US and initiate change in numerous countries around the world? Good question.

Once FeelGood was established as a legitimate non-profit, it was in their hands to spread the word about themselves. The organization immediately became a partner of The Hunger Project (THP), throwing them right into the middle of an established worldwide network. 

In this case, THP could be considered the core of the network. Many smaller non-profits, such as FeelGood, partner with THP to help them reach their end goal, but pretty much all of the major decisions, such as money allocation, are made by those at THP. 

Edge of periphery. This is where FeelGood come in. FG and other partner organizations are key components of THP because they help the "hunger network" grow by connecting with with other networks. They do this by bringing in new people and ideas. FeelGood is an excellent example of this! 

FeelGood's administration is made up of 4 people: Kristin Walter and Talis Apud--the two women who started the org--Corin Blanchard and Kern Beare. These four do the most work for the organization and make a majority of the org.'s decisions, but they leave a lot up to the college chapters scattered around the nation. 

Because FG partners with THP, they spread their message along with one of their own. College students have serious potential to create change, and when they gather together for a change such as world hunger, serious (good) damage can be done. Over 20 chapters across the country are their own mini orgs. who now belong to the larger network of THP. 

FG and THP both have multiple social networking tools, such as Twitter and Facebook, but even simples things such as email helps the organizations keep in touch and share ideas rapidly. It's amazing to think that a network like this is comprised of smaller entities scattered throughout the WORLD, and yet they all have easy means to keep in touch. 

Since both FeelGood and THP have a mission to end world hunger, it is very pivotal that they establish social capital with their audiences and partners. Social capital is what makes relationships last--trust and reciprocity. Both non-profits have established this capital through the use of social media by frequently posting videos and updates on their progress. That way, donors and those involved can see that their donations and time have been put to good use. If non-profit is painted in a good light, what would stop someone from spreading the good word?

The Power of a Network

As defined in the Kanter and Fine tradebook, "network non profits are simple and transparent organizations. They are easy for outsiders to get in and insiders to get out. They engage people in shaping and sharing their work in order to raise awareness of social issues, organize communities to provide services, or advocate for legislation," (p. 3). 


These organizations have loads of resources at their finger tips due to the number of connections and relationships established through mainly social media connections. Social media is a broad term--what constitutes it? If it allows the public to ignite conversation through texts, videos or photos, it's most likely social media. The public can share their stories with the WORLD for practically no charge. Networking sites, colaboration tools and conversation starters are all crucial tools for the nonprofit, according to Kanter and Fine. 


The world is currently caught up in the craze of social media. Organizations and businesses of all sorts are jumping into every avenue out there, and rightfully so, as these resources will surely do wonders for the majority of businesses. While social media and networks are BENEFICIAL, it is important to remember a couple things:

1. Face to face interaction is still important. This is a life-skill that can't fall by the wayside. While important, social media tools do not allow for personal and meaningful relationships to be established. 
2. Certain social media tools with come and go. It is important to not invest all of an organization's time, money and efforts into one tool. An organization should be able to adapt to change and be ready and willing to take on whatever craze is in the future. 

Countless businesses, nonprofits and celebrities have Facebook, Twitter and Youtube accounts which allows them to personally connect and converse with potentially the whole world. Social media is an amazing concept as it provides an opportunity to connect with people of all different demographics that would not usually be in the immediate audience. 


As I am part of the millennial generation, I cannot really fathom a world where these immediate connections are not possible. Millennials are a unique bunch, but very technology savvy. A millennial can be a crucial part of a social media/marketing team because they know the ins and outs of almost every avenue out there--it's a second nature.


Safe Harbor has recently been utilizing a Web site, blog, Facebook page and Twitter account. While they serve their purpose now, they are not being utilized to their FULLEST potential, which, if done correctly, can do wonders for the non profit. 

Cuomo 2010

Andrew Cuomo, the current Attorney General of New York, is running for Governor of New York in the upcoming 2010 elections. Through the use of a campaign Web site, Cuomo tries to reach the broadest audience possible.


On the homepage, there are many tactics employed to gain the public's attention as well as encourage them to get involved. Visitors can: 

• Sign up for email updates
• Become a fan of Cuomo on Facebook
• Make purchases from the online store, including t-shirts, bumper stickers, pins and coffee mugs
• Create an account and/or set up a donation page

Cuomo utilizes other popular networking sites such as YouTube, Twitter and Flickr. Social media has drastically increased in popularity over the last year alone, so by employing these sites, Cuomo is not necessarily solely reaching a younger demographic.


A big chunk of Cuomo's target audience is the voters of New York City. NYC has a population of roughly 9,000,000, basically half of the total state population. Because of NYC's environment and demographics, it's also where a lot of the problems lie. 


Cuomo is a Democrat who already has a substantial following in the state, so it will be his main goal to uphold his supporters as well as gain new ones. 


Cuomo's NY Works Agenda is a back part of his campaign, and through this he is reaching out to the working class as well as those looking to start their own business. An excerpt...

NY Open for Business, an initiative that will lower the costs of doing business in New York and improve access to the state's resources. The program will reduce taxes for new state businesses; lower New York's high energy costs through aggressive use of efficiencies and demand side reductions; reform other cost drivers like workers' compensation; get businesses much-needed capital; and create a new "one-stop" shop for businesses that provides access to economic incentives and reduces regulatory delays.

It will be interesting to track the remainder of Cuomo's campaign, such as his use of social media, how is PR is handled and his actual interaction with the voting public.

Power of a Partner

Chapters 9 & 10 focused on forming partnerships and selecting appropriate spokespeople. I was immediately enticed to hear what the book's advice on forming partnerships was, as my group--which is working with Safe Harbor to promote their February fashion show--thought it would be extremely beneficial for SH to partner with other orgs./companies in the Upstate. Professional opinions right before we start enacting our proposal?! I'll take it!


Partnerships can be pivotal aspects t0 the success of a business, especially to a non profit organization. There is potential exposure to a completely different audience that you may have not reached before. The reputation and recognition of your organization will definitely play a part in who you may land partnerships with, but keep in mind that your organization needs to be just as selective. It is crucial to find partners that generally share your same values, goals and ideals. It would be detrimental to form a relationship with an organization whose reputation among the public is anything but positive. 


Aside from an extended audience, partnerships will most likely provide your organization with extended resources, whether through money, supplies, media contacts, etc. It's elementary math that 2>1 and the same logic tends to hold true in these circumstances.


Take a look at the Boys & Girls Clubs of America Web site. They have a whole sub page dedicated to their partners. The page starts off with an opening statement:

Helping communities, Clubs and kids. Boys & Girls Clubs of America's work has been recognized by leading corporations nationwide. These caring corporate citizens have partnered with us to find innovative ways to help America's young people reach their full potential.

This statement briefly explains that their partners are dedicated to the same cause that Boys & Girls Clubs is and that they all pool together, resources and all, to reach a shared destination. 

This specific site separates its many partners into categories based on donations. The partners' logos are also provided, which helps with brand identity. 

Be SMART about these decisions and don't strictly focus on the monetary gain from forming a partnership.


When it comes to spokespeople, it is important to pick someone who is the best representation of your company. He/she should be poised in front of the camera, know how to handle the media and be able to answer interview questions in a way that leaves your organization in the best light.


Celebrities are a common avenue to take, however, it can be a very bumpy avenue at that. The media magnets can gain attention and recognition like no other, but unfortunately, sometimes it's not for the best reasons. When picking an ideal celeb, it's essential to pick someone who constantly upholds a respectable reputation, identifies with your target audience and remains true to your organizations mission statement. Tiger Woods & Buick, anyone?!


Another option is to appeal to emotion by putting emphasis on personal stories. This tends to work better with non celebrities as their stories are more relatable, real so to speak. 


Habitat for Humanity provides a page on their Web site that lists numerous homeowner stories, volunteer stories and videos/pictures. This gives viewers the ultimate first-person experience. 


Partnerships & Spokespeople can substantially benefit a non profit, but the appropriate amount of caution needs to be practiced when entering such an exciting stage.