The Roy Blunt campaign got some national attention for a video earlier this month, but it wasn't one of his official campaign advertisements.
Not only was intern Michael Talent's spoof of Old Spice referenced on Politico, but his video grabbed people's attention and stirred interest in volunteering for the Republican's campaign, said spokesman Rich Chrismer.
Social media -- YouTube videos, Twitter feeds and a host of other Internet tools -- took hold during the 2008 election, especially with Barack Obama's campaign. Blunt and his Democratic opponent, Robin Carnahan, frequently use tools and strategies that were unheard-of then, or even didn't exist.
On the surface, Blunt's online campaign looks little like his agricultural tours and speeches about jobs. But Chrismer said the focus is the same: reach voters in whatever venue is easiest for them.
For some, that's a visit from the candidate himself at a community location. For others, that's tweets from his political director, Dan Centinello (@centinello), about what's on the Blunt Brigade's playlist or sneaked pictures of Blunt or other members of the campaign.
"We are communicating with Missourians, having a conversation with Missourians, using many different ways of connecting with Missouri voters," Chrismer said.
Matt Baker, president of the Missouri State University College Republicans, said that sort of thing doesn't necessarily persuade young people to go vote, but it does increase excitement.
He compared Chrismer's tweets to a series of press releases. The tweets, Baker said, are more interesting and more likely to resonate with voters.
"I like it because it doesn't go too far, where people are turned off," he said.
Blunt's opposition is doing some of the same. After Fox News Network sued Carnahan's campaign, its manager, Mindy Mazur, recorded a video speaking directly to voters at 10 p.m.
Carnahan's spokesman, Linden Zakula, said it's important for candidates to be accessible all the time and to pinpoint their target audience.ahan has released Web videos, tweets and an online poll that asks, "Do you think Roy Blunt should come clean?"
Missouri Young Democrats' spokesman Thomas Bloom said the most effective social media campaigns aren't "top-down."
"The most effective campaigns use social networks in a way to get input and to get people to talk about why they support an idea," he said.
Like Chrismer, he compared it to canvassing -- having a conversation with voters about whatever they want to talk about. He pointed to Sen. Claire McCaskill, D-Mo., as an example of an effective Twitter-user.
McCaskill mixes personal statements with her policy positions and updates on what's going on in Washington. She's been named in lists of the best Twitter-users in Congress.
He said campaigns should look at previously successful campaigns, such as Rock the Vote, to model their social media strategy after.
"Figure out how you can model your package on social networks in a way that is more innovative and inspires young people to get involved," he said.
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