the power of the influential...

In February 2004, the Institute for Politics, Democracy & the Internet released a study, Political Influentials Online in the 2004 Election, which demonstrated that 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. The research established that one of the best ways for political candidates to reach the people who reach everyone else is through the Internet.

What the study found was that by properly using the Internet, a campaign can reach these online influentials and propel their campaign forward. As the article noted, these people are no longer just cybergeeks. Pretty much everyone in the Political Management program is there because they strive to be, if they are not already, influentials. By keeping blogs we are commentators on how we view politics, the media, and the Internet. Many people like to be looked to as experts or at least as someone whose opinion is valued on a particular topic. As we have learned in class, and as Carol Darr, Julie Barko, and Brandon Robinson reported in Putting Online Influentials to Work for Your Campaign, campaigns have and must continue to use some of the same techniques.

One of the easiest and best ways to harness the power of an influential is by giving him the opportunity to join and lead. Websites from presidential hopefuls to mayoral candidates can put a volunteer form on their website. With this form, they can determine who is excited to help the candidate. By putting a checkbox asking if they would like to become a precinct leader like Congressman Adam Smith did or by recognizing a volunteer of the month like Senator Harry Reid, campaigns are giving their volunteers power and influence. Something else campaigns have discovered is the power of the forward. A typical influential is the one who spreads the word about the new hot restaurant or bar. The influential in the Internet age forwards newspaper or magazine articles or encourages their friends to view certain websites or to get involved in the campaign that has recognized them as a precinct leader.

I, along with most people I know, constantly check their email. My Outlook is always open when I have my computer on, which is pretty much every waking hour. I have three e-mail addresses, one for school, one for work, and one that I don't mind giving out to websites or strangers. Between the three of them, I average over 100 e-mails a weekday. I probably forward at least five e-mails a day, and e-mail an article or two a week. I don't think I'm unique in these habits, and I don't even consider myself particularly influential. I therefore see the future of campaigns to become consistently more grassroots based with influentials leading the way, and those candidates who embrace the Internet to be most successful.