Campaign Trail Leads Online

Political candidates in this election cycle have taken social media to the next step. Republicans, especially, are hoping to reach younger voters online -- but in the virtual world, voters are showing them communication is a two-way street.

Published

7 months ago

Categories

US

Topics

US Politics, United States, Social Media/Social Networking

People

Chris Perkins, Patrick Ruffini, Jim Moran, Paul Conway, Patrick Murray

Places

United States of America, Virginia

Companies

Facebook, Twitter, Youtube

Transcript

SCRIPT: With Election Day just weeks away, politicians barely have time to eat. They spend their lunches angling for votes. NAT SOUND 1 Patrick Murray (man), Republican candidate for US Congress (English, 3 sec): "My name is Patrick Murray and I am a candidate for Congress, Republican." But knowing how to work a room isn't enough these days. Campaigns must also know how to hook an audience online. Aides now post a steady stream of updates on Facebook, YouTube, and Twitter. A savvy internet strategy is a must to reach the growing slice of Americans -- particularly younger ones -- infatuated with social media. Patrick Ruffini advises Republicans on how to get the most bang for every photo, video and tweet they post. SOUNDBITE 2 Patrick Ruffini (man), President, "Engage” interactive consultancy (English, 20 sec): "Tailor your social media usage to where your supporters are actually at. While Facebook may be a good platform to reach a general audience of Americans, and I think it's a representative audience of American voters, We're seeing things like President Obama do a town hall on Reddit.” But meeting voters on their turf is just one part of effective messaging. Strategist Paul Conway says sophisticated surfers want substance, not just snark. SOUNDBITE 3 Paul Conway (man), President, "Generation Opportunity" (English, 7 sec): "Young people might like slick YouTube videos but that's only entertainment: they want the details of how things will get solved and fixed." Offering solutions -- that’s why Chris Perkins is running for office in Virginia. But he’s not yet convinced that a digital presence can trump personal contact. SOUNDBITE 4 Chris Perkins (man), Republican candidate for US House of Representatives (English, 9 sec): "I think it's also equally important to get out there and actually talk to the people like the opportunity I have today and let them know that I am a real person." Either way -- whether the audience is in the room or behind a screen, campaigning in the digital age means being 'on' at all times. ------------------ SHOTLIST: ALEXANDRIA, VIRGINIA, OCTOBER 4, 2012, SOURCE: AFPTV - wide shot of Jim Moran speaking, a Democratic representative for Congress, candidate for re-election. - close up shot of Jim Moran - close up shot of audience - NAT SOUND Patrick Murray - close up shot of Chris Perkins, Republican candidate for Congress - wide shot of Chris Perkins, with audience clapping - medium shot of young campaign aide taking a picture with his iPhone SCREEN SHOTS, OCTOBER 8, 2012, SOURCE: AFPTV - shot of Chris Perkins's Facebook page - shot of Chris Perkins's Twitter page - shot of Chris Perkins's web site WASHINGTON, OCTOBER 11, 2012, SOURCE: AFPTV - SOUNDBITE 1 Patrick Ruffini - medium shot of Patrick Ruffini using his iPhone - close up shot of Patrick Ruffini's iPhone - medium shot of Patrick Ruffini working on Facebook - SOUNDBITE 2 Patrick Ruffini WASHINGTON, OCTOBER 10, 2012, SOURCE: AFPTV - wide shot of Paul Conway and assistant in the streets of Washington, looking at a Blackberry - close up shot of Blackberry - wide shot of Paul Conway - SOUNDBITE 3 Paul Conway ALEXANDRIA, VIRGINIA, OCTOBER 4, 2012, SOURCE: AFPTV - pan from chandelier to table where candidate is meeting with people - close up shot of candidate Chris Perkins - close up shot of name tag - SOUNDBITE 4 Chris Perkins - medium shot of Chris Perkins talking with businessmen - close up shot of hands using iPhone