Senator Dick Durbin's experiment very impressive so far

I'm way behind on reporting on Senator Dick Durbin's collaboration with Open Left to gather input on broadband legislation from the folks on the internet. Sorry about that; I'll try to make up for tardiness with a detailed discussion.

First off, it's quite clear that the Senator and his staff are taking this self-professed experiment quite seriously. They have devoted staff time and the Senator's time to live blogging, to lining up experts to launch and participate in the discussions and they even recorded videos with the Senator to set context.

It's somewhat difficult to follow the Senator's posts on Open Left, so I'll outline them here:

Sun Jul 22, 2007 What should be America's national broadband strategy?
Tue Jul 24 Senator Durbin Live Thread
Weds Jul 25 Legislation 2.0, Part 2: Open networks, privacy, and beyond
Thurs Jul 26 Legislation 2.0, Part 3: Universal broadband access and the public airwaves
Fri Jul 27 Legislation 2.0, Part 4: Building a universal system

I don't want this post to be about America's broadband strategy--you can read that discussion in much more detail at Open Left. Instead, I want to focus on what the Senator's team is doing right with this series.

They start the series with posts that make it clear they've done their homework--they're not having this online discussion as a substitute for traditional research, they're having it to supplement the research they've already done. This is important because it lets prospective participants know the Senator's serious about the topic and the venue. And it allows the Senator's team to set a framework for the discussion. A+

As the discussion unfolds, the Senator, members of his staff and subject-matter experts actively participate by responding directly to comments and by summarizing previous discussions. Again showing that they're taking the whole process seriously and that they respect the time and expertise of the commenters. A+

I'm not clear what their next steps will be (and this could very well be because of Open Left's organization rather than because the Senator didn't articulate them), but this process was a big win for participatory democracy, for the Senator's reputation among web users and, in the end, for the legislation.

My only recommendation for the Senator's team would be to incorporate (or at least link to) this discussion on Senator Durbin's web site; right now the only mention of this ground-breaking online town hall is a news article from the St. Louis Post-Dispatch.

I look forward to seeing where this conversation goes next.

--Louella Pizzuti

John Edwards' team gets most improved award

I've got a lot to say about how the Democratic candidates used the web to amplify their debate performances, but for now I'll point to the John Edwards campaign. If you recall, the day after the last debate, they were still touting the "upcoming" debate on their home page and their blog "coverage" was completely uninfluenced by the campaign.

Compare and contrast their performance this time:

link to debate "best moment" from home page

rotating link to "hair" video on home page

campaign live blogging during the debate which not only summarized what was going on but also linked to additional resources.

Nicely done.

--Louella Pizzuti

Dick Durbin uses web to draft policy (maybe)

A quick glance at Senator Dick Durbin's web site suggests he doesn't quite understand the value of the web as a communications tool--no message apparent on his home page and only one paragraph on the page titled "Working for You". Yikes. But Durbin's recent post on Open Left is much more promising:

Today I'm writing to invite you to participate in an experiment -- an interactive approach to drafting legislation on one of the most significant public policy questions today: What should be America's national broadband strategy?

Starting this Tuesday, July 24 at 7pm EST on OpenLeft.com, I will be engaging in a series of four nightly broadband policy discussions with the online community. During those four nights, I am looking for the best and brightest ideas on what Congress should do to promote and foster broadband.

I will begin each night's discussion with a conversation about some of the core principles I think are important, and then I'll ask for you to contribute your ideas that will help me craft legislation.

If this is more than a one-way, let's-look-like-we're-listening publicity stunt, it will be a big win for small-d democracy. And if it's just a stunt or poorly executed? Expect a feeding frenzy.

--Louella Pizzuti

Blogger outreach and the Tom Allen campaign

The Tom Allen for Senate campaign gets blogger outreach. Almost. [Updated two hours after the original post: Yep, they get it; see below.]

The part where they get it: they have a "Blogger Connection" on the campaign web site. Click through and you see:

Thank you for your interest in my campaign for Senate. As a leader in the online community, your voice has power and we want to provide you with the information and resources you need to cover this race. In 2006 we saw the power and influence of the netroots community during the Jim Webb race in Virginia.

We want to build a relationship with the online community going into 2008 and beyond. Signing up to be a member of the Blogger Connection is easy. Simply fill out the form below and we will get back to you shortly.

Members of the Connection are an important part of my campaign. As a member of the Connection you will receive press releases from the campaign as well as other information that will to make [sic] your jobs easier.

Looks good--they understand the influence bloggers can exert on a race (even if they don't proof their copy very well).

But when I filled out the "Blogger Connection" form to join, I got a file-not-found error. Whoops.

I'm (sadly) used to political web sites that aren't well tested (see #6 on my top-ten most embarrassing mistakes list), so I shot the campaign an email alerting them to the problem. And I heard back from them within minutes of publishing this post; they're clearly keeping a sharp eye on blog coverage of their candidate.

[updated to add: Not only is the campaign keeping a sharp eye on blog coverage, they're also moving quickly to address problems. I just received an email from the Allen campaign's Director of Internet Communications alerting me to the fix. If you follow their lead and thank the people who point out problems and then address them right away, the story becomes about your responsiveness rather than your mistake.]

--Louella Pizzuti

Should your campaign credential bloggers?

Sometimes. You wouldn't credential a writer just because she had a pencil and you shouldn't credential a journalist just because she has a blog. And because you're less likely to be familiar with every blog than with other, more established media, you'll need to determine whether to credential blog by blog.

But it doesn't end there... there was quite a flap when a self-professed blogger was asked to leave a closed-to-the-press Obama event. The blogger wrote long and often about how he was interested in the topic (faith and politics) and how he should have been allowed to stay because being a blogger didn't remove his citizenship.

Your campaign will need to determine how to deal with these situations as they arise, but hopefully being forwarned will help.

--Louella Pizzuti

McNerney team uses headlines to tell the story

The folks who are running Congressman Jerry McNerney's blog understand marketing and writing for the web. Take a look at the picture above and glance at the headlines in the right column (recent posts).

[Well, until I can get Blogger to display the image properly, I'll repeat the headlines here so you can actually read them. They are: McNerney votes for Responsible Redeployment from Iraq Act, McNerney helps prevent cuts to lab worker retirement benefits, Contra Costa Times: "McNerney comes through...", Did you know Richard Pombo's "longtime friend" is running against me?, What you want: "Give 'em hell, Jerry!", and McNerney on releasing earmark requests: "I came to Washington on a campaign of openness and ethics".]

Headlines that stand on their own to tell your story are marketing 101, but too many campaign blogs choose cute or clever over compelling. Informative headlines are even more important on the web because people may be subscribing to your feed and only ever seeing the headline. When you can't be sure people are getting the whole article, you better be sure to use the headline to get your top-line message across.

--Louella Pizzuti

Related posts

Congressman Jerry McNerney informs, inspires and raises funds online

Integrating the web wins elections

Why devote resources to the web?

If only one third of Americans use the web to research political campaigns, why should campaigns invest in a meaningful web presence? (Put aside the value of small-d democracy for the moment; let's focus on winning.)

According to a 2004 study done by the Institute for Politics and the Internet (pdf),

Online Political Citizens are not isolated cyber-geeks, as the media has portrayed them. On the contrary, OPCs are nearly seven times more likely than average citizens to serve as opinion leaders among their friends, relatives and colleagues. [...] Normally, 10% of Americans qualify as Influentials. Our study found that 69% of Online Political Citizens are Influentials.

You read that right, the folks who are doing their political research online are seven times more likely to influence others.

If you believe, as I do, that word-of-mouth marketing gets faster/better results, it's pretty clear that influencing the influencers is a strategic investment in success.

Perhaps even more important than the large sphere of influence these people enjoy, is the fact that people who come to your web site are actively seeking out your candidate's message; 100% of the people who land on your web site meant to go there.

What percentage do you estimate intend to read your direct mail or listen to your radio ads or watch your tv spots?

So, if your web presence incorporates and amplifies your campaign message, you can multiply the effectiveness of your online investment by the influence exerted by web visitors and by the willingness of your web visitors to pay attention to your message.

Invest wisely,
--Louella