Very Influential...

I found IPDI's piece, "Putting Online Influentials to Work for your Campaign" very interesting, as it discusses the role of "Influentials" as opinion leaders, particularly when it came to choosing a candidate in an election. According to the article, "citizens involved in presidential politics through the Internet were almost seven times more likely than average Americans to act as opinion leaders among their friends, colleagues and families." Because influentials are so influential, it is vital for campaigns to capitalize and take advantage of influentials "social networks, political activism, and persuasive ability."

The article goes on to suggest the use of the Internet to facilitate the influence of influentials, which I found very helpful in crafting my online strategic plan,

"They are activists, so help them lead.
o Ask for their help, and tell them what you need.
o Give them the authority and legitimacy they need with titles such as eCaptain and ePrecinct Leader.

They are joiners and networkers, so build a campaign community.
o Form online communities around key issues and constituencies.
o Take advantage of their social and professional networks by sending them compelling e-mails to forward to their friends and colleagues.
o Invite them to campaign events to meet other supporters.
o Create a campaign blog so that they can communicate with each other.

They are news junkies, so feed their habit.
o Post current news stories on your Web site and forward newsletters with information on key issues.
o Ask them to send you news items you might have missed.
o Provide links to online news organizations.
o Hold online chats with the candidate, prominent supporters and campaign officials.

They are opinionated, so give them a microphone.
o Help them articulate their views with solid, sourced background information and concrete talking points.
o Organize a Media Corps who receive talking points and weekly assignments to communicate with local media.
o Post links to blogs and online discussion groups.

They are busy, so make it easy.
o Post names and physical and e-mail addresses of newspaper editors along with tips on how to compose a letter to the editor.
o Post the times and station call letters of call-in radio and TV talk shows, and provide telephone numbers and names of show hosts.
o Give them Event-in-a-Box kits that provide lists, posters and brochures and tips for holding house parties and conducting neighborhood voter registration and get-out-the-vote activities."

It is key to make the job of an influential as easy as possible because influentials compile the majority of visitors of visit a campaign website. A campaign must make he or she feel important and making as much information as possible available. By providing influentials with such helps them maximize their skills, while recruiting and supplying new visitors the tools to become influentials. The more influentials a campaign reaches out to, the more successful and well organized a campaign will be.