A Two-Way Street

This blog is not just about sharing news in terms of what's going on in campaigning technology. It's also about educating people and organizations about why it's important. Social networking tools, for example, work because they connect people in a way that makes the world seem smaller which is incredibly important in politics and activism. We all want to know how this affects us.

So when you take a political campaign, you have voters wanting to hear from candidates, but the candidates really do want to hear from the voters. It's supposed to be a two-way street. When you're talking about a massive state or a national campaign, that's more difficult to achieve. Candidates of recent years found that the best way it worked was to reach out to people in events and via radio or television. But that was largely one-way communication. They only get a few questions here and there from individuals or media commentators, vetted through committees often wanting to target the questioning, so people get a limited view of the candidates.

Throughout the primary season, you hear presidential candidates talk about how much they like going to Iowa and particularly New Hampshire, because given the way the process works, they are forced into more two-way settings where they really get to talk back-and-forth with voters, get a sense of their concerns, and hone their policy proposals as a result. And the voters can talk in small communities with each other.

This is where the Internet and online technologies come into play. Now with bloggers having the opportunity to ask their questions of candidates and receive answers back, as MOMocrats did, for example, we can continue the discussion on a local (in virtual space) level. And with tools like online polling, candidate blogs, social networking tools like MySpace and Twitter, we can interact more with the campaigns.

In Obama's case, it seems to be working. People really feel he's out there listening to them. The other day, I met a woman who said she twittered with Barack Obama and she really believed it was the senator himself doing the twittering. And even when pressed that it was probably a staffer, she didn't care - she was just excited that they cared to keep her in the loop. You can't buy enough TV advertising to get that kind of effect.

So these are examples of why using these tools can help your campaigns. It brings voters closer to where we really should be in participating in the political process. So next time you feel guilty for wandering around facebook, remember this: it works.