I've come across two interesting posts on the power of social media and elections today that approach the issue from two very different perspectives. First, Media Post's Online Spin blog looks at the potential of social media as a way to improve political discourse:
The United States sits on the cusp of an election in which not only
will the winner define the nation’s course, but the election process
itself has the potential to reverse a trend of disenfranchisement with
the political process. It’s a chance to truly allow those who would
lead a nation, hear and speak with the people as never before. We may
look back at 2008 and realize the implications of social media were far
greater than we ever expected, as it raised political discourse and
action ...
There is so much potential for social media to become a decisive
tool for those politicians and campaigns that listen to and enable the
social media community, because social media is the people’s voice.
While individual politicians’ successes may well lie in the proper
participation in social media (”Forget Innovative; Be Inspiring“ and “Social Networks and Politics”
), social media may play a far greater role in helping to change the
way people engage in government and discuss the issues that divide,
regardless of who wins individual elections. It’s funny that such a
powerful line from Lincoln’s Gettysburg address meant to describe an
ideal state of government would have such applicability to social
media: “Of the people, by the people, for the people.” Can social media
give new meaning to these epic words? How?
Increasing citizens’ political discourse ...
Issue discourse ...
Nonpartisan use of social media ...
Read how social media can achieve these three objectives here. Then I read techPresident's more practical look at the differences between Hillary Clinton's social media support and Barack Obama's and the level of engagement they have been able to retain as a result:
Back in early September, Hillary Clinton's campaign made a big deal
about how it had signed up its millionth supporter, a computer
programmer from Georgia named Ron Wood. You can watch the video of Wood
and his friend Michelle Smith meeting the Clintons, and traveling to a
labor rally in Des Moines, here. Clinton campaign manager Patti Solis Doyle sent out an email
bragging of the accomplishment: "What's the power of a million? It's
the power to run a winning campaign; it's the power to restart the 21st
century; it's the power to make history."
As best as I can recall, that's the only metric of grassroots
organizing the Clinton campaign has ever shared with the public. And
the news that it had, by September, built a million-member email list,
was no small accomplishment. Until recently, that was every
politician's goal: a huge list that you could hit up for donations and
volunteers, again and again.
But compare the power of a list to the power of a network.
Right now, according to Joe Rospars, Barack Obama's new media
director, the Obama campaign boasts that more than 350,000 people have
created personal accounts on My.BarackObama.com, more than 25,000 have
created blogs on the site; more than 20,000 have created their own
personal fundraising pages with their own goals, thermometers to track
progress, and follow-up tools; more than 20,000 offline local events
have been planned using related tools on the site; and more than 6,500
active grassroots volunteer groups have formed in support of Obama with
more than 200,000 members.
To be purely schematic about it, let's posit that Clinton's giant
list falls into this form of one-to-many communication ...

Here we have one speaker and many recipients. The conversation is
all one-way. The citizens are isolated from each other, and the
politician isn't do much to either introduce them to each other, or to
respond to their feedback.
That was the paradigm of broadcast TV and direct mail fundraising.
Now we're in a networked age, where everyone can connect to everyone
else and expects some degree of interactivity and reciprocity. Further,
the power is shifting away from the speaker at the top towards the
network of connections forming among all the participants.
In practice, this converts in all kinds of ways to political power. A
campaign can send an appeal to its million-member list, or it can
foster a network of 20,000 small-donor activists, each with their own
personal lists. If you assume that an email to a million people will
have about a 20% open rate and a 20% click thru, that's 40,000
responses. Not bad. But people are far more likely to respond to a
personal appeal from a friend or an acquaintance than an impersonal
mass email.
To date, Obama's campaign has amassed more than 750,000
contributions from more than 500,000 individual donors. And that
doesn't reflect whatever additional fundraising they've experienced
since winning the Iowa caucus!
There's more power in a network than a list.
Read more here.