Week 8

We have learnt the power of internet for political campaigning.

However, studies have found that while Web use by political candidates increased dramatically since 2002, politicians are still failing to take advantage of all the Internet has to offer. Ninety six percent of this year’s Senate candidates have active websites, while only 55 percent of candidates had websites in 2002.

While most candidates use a set of core Web tools, the majority of candidates are refraining from using newer and more sophisticated Web strategies, such as blogs and podcasts, on their campaign websites. Only 23 percent of Senate candidates are blogging, just 15 percent offer Spanish alternatives to their websites, and an even smaller number of candidates, 5 percent, maintain podcasts.

In contrast, between 90 percent and 93 percent of candidates offered biographies, contact information, and online donations on their websites. It is obvious from these results that despite a general increase in the use of the Internet for political campaigns, candidates are still hesitant to pour finite financial resources into new campaign strategies.

Why is this so?

Incumbents often have a record of past success in the Senate upon which they can focus in order to maintain and build upon their current level of pre-existing support. They are also usually the favorites in these re-election campaigns. For this reason, incumbent websites tend to be safer and less creative than those of challengers. Challengers are more likely to take chances online in an effort to secure votes.

Also, candidates are extremely busy, and older Americans are unlikely to have the time or inclination to personally participate in the blogosphere. For many campaigns, having a blog just doesn’t make strategic sense. Many campaigns also have extremely limited resources, and are hesitant to devote these resources to an activity like blogging.

There is a perception among many political consultants and candidates that blogging is a risky strategy because candidates worry that by fully participating in the blogosphere, they will be dragged further to the left or to the right. Bloggers are typically the most active and ideological of Americans, so there is a fear by some that reaching out to these groups may turn away moderate voters.

Fundraising campaigns, team tools and house parties are most effective on sites that generate high traffic levels on a daily basis (like a committee or Presidential candidate site). It may be that campaigns don’t feel their website attract the critical mass of users necessary for these tools to work. The campaigns are most likely waiting for proof that these kinds of tools can work for a Senate campaign before implementing them.