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Campaign '08: A Turning Point For Digital Media Paperback – February 20, 2009
About the Author
Top Customer Reviews
Though the book touches on other aspects of internet campaigning, what makes it stand out from the crowd of competing volumes is its focus on advertising.
It starts with a reminder that there is only one John McCain: the McCain mocked in 2008 for not getting online campaigning is the same McCain who was feted in 2000 for getting online campaigning. Indeed, in many ways it was his 2000 campaign that put online political fundraising on the agenda in the US, just as Howard Dean's 2004 campaign put online organising on the agenda.
Hence her warning, 'Neither of the two main presidential campaigns can be used as a template for the next time round. For one thing, digital media moves way too far. Just think: search advertising was barely a consideration for the '04 campaigns, and YouTube didn't even exist!'
It's not just the US that moves on: what was a successful online constituency campaign for 2001 would have struggled in 2005, and simply trying to repeat 2005 in 2010 will miss the mark. There are some long-lasting principles (such as being online is not the same as campaigning online) and some core technologies that continue to be crucial, particularly email. However, there are also many new and useful options that has arisen.
The growing number of online avenues is reflected in the growth of staff: Bush's winning 2004 campaign had seven people on its internet team; Obama's winning 2008 team had 95.
As Kaye rightly points out though, it wasn't just that Obama had more staff.Read more ›
Kate Kaye's book walks you through the digital technologies, tactics, strategies and decision making with an unmatched level of access and insight from the people who invented "Political Campaigning 2.0"
Campaign '08: A Turning Point for Digital Media is a must read for anyone working in politics that doesn't understand the power of the digital medium, especially local and grassroots organizations preparing for the 2010 mid-terms.
Most Recent Customer Reviews
I read a few campaign online marketing books that cover the same subjects. THis one was by thar the best written onePublished on September 17, 2010 by Pala,
Campaign '08: A Turning Point For Digital Media
What a great Book! Very clever insights about the relation between american politics and the digital world. Read more