4 reasons #40dollars resonated more with citizens on Twitter than #1000days
Yesterday, David Copeland reported at ReadWriteWeb that the GOP tried to replicate the success of the White House’s #40dollars social media campaign on Twitter with their own #1000days effort. As the Chicago Tribune reported, the GOP campaign sought to highlight an inauspicious milestone for the U.S. Senate. 1,000 since it passed a budget. Democrats, who control the Senate, last approved a budget in 2009.
— Paul Ryan (@RepPaulRyan) January 24, 2012
Writes Copeland, “It’s clear that the digitial [sic] media campaigns had different goals, and #1000days was primarily aimed at emphasizing a point that was notably absent in President Obama’s State of the Union address last night. But if social media as it pertains to politics is truly about connecting with voters and constituents, score one for the Democrats.”
— The White House (@whitehouse) December 20, 2011
In this particular case, I mostly agree. The GOP’s efforts at gop.gov/sotu this year constituted an unprecedented use of the Web and social media by an opposition party to respond to a State of the Union, with smart integration of Twitter and YouTube. Citizens asked questions on the #GOPSOTU hashtag and Members of Congress responded using YouTube. As the Daily Dot reported, the #1000days hashtag has failed to spread beyond the Beltway. From what I’ve seen, the four reasons why #1000days hasn’t resonated in the same way break down into structural, tactical, and strategic issues:
1) Structural issue: Reach. Based upon the statistics I’ve seen, the @WhiteHouse has much more reach than than any single other “governance” account on Twitter. The GOP caucus in Congress, former Massachusetts governor@MittRomney and the @Heritage Foundation do have, in aggregate, an even or greater number of engaged followers. That said, the @BarackObama campaign account, which amplified the #40dollars conversation, has far greater reach, if lower engagement. Both metrics matter, in terms of the ability to involving and focusing more citizens in a given conversation around a #hashtag at a given time.
2) Tactical issue: Timing. The #1000days campaign was launched during the #SOTU, when the attention of politically engaged Americans was fractured between paying attention to the President’s speech itself, watching online (3m+ visits to wh.gov/sotu), reading the media organizations competing to report or fact check on the speech online, watching the TV networks and, of course, talking to one another.
3) Strategic issue: Adaptability. Agreeing upon and passing a budget is a fundamental, basic issue for the operations of any business, organization or government entity. Congress and the Obama administration have cobbled together a series of continuing resolutions and omnibus bills to fund itself over the past 3 years. While many Americans have to make and live by budgets in their personal lives and businesses, however, the #1000days campaign may be both too abstract and too constrained to a single message. The question about #40dollars, by contrast, asked citizens what it means to them, which is concrete, personal and invites creative answers.
4) Tactical issue: Engagement and Amplification. As Copeland reports, “Ahead of last night’s State of the Union address, Sen. John McCain, R-Ariz., GOP presidential candidate Mitt Romney and other Republicans started tweeting using the hashtag #1000days to accent the amount of time since Senate Democrats passed a federal budget.”
On Tuesday night, the top tweets for a search of the #1000days hashtag come from @MittRomney and Republican politicians. Neither Romney nor @SenJohnMcCain had retweeted any followers who have used the hashtag. @SpeakerBoehner has primarily retweeted the @GOPconference or other members of his caucus. The Heritage Foundation has only retweeted its own staff. That pattern is replicated throughout other participating accounts.
The @WhiteHouse, in contrast, continued its practice of resharing tweets from Twitter users who joined the conversation, sharing the voices of citizens with one another, not just other politicians. There’s a good lesson in this successful use to of Twitter that should extend well beyond citizen engagement and open government circles. One campaign amplified the messages of the representatives, the other channeled the voices of constituents responding to their elected issues on on a given issue back through the accounts coordinating the effort.
As I pointed out last year in an article on social media, politics and influence, it’s of note that the operators of the @WhiteHouse Twitter account now routinely natively retweet other accounts participating in #WHchats. While some of these Tweets will leave followers without context for the Tweet, the White House appears to have shifted its online strategy to one of engagement versus the lower risk style broadcasting that most politicians adopt online. To date, many of the president’s political opponents have not followed suit.
The challenges of these four issues look validated by the results to date: some 6,000 tweets per hour for #40dollars at the height of the campaign, as Ed O’Keefe wrote at the Washington Post. Keefe, on a talk on Monday, given by Kori Schulman, White House deputy director for digital strategy, “by 5 p.m., #40dollars was trending worldwide, Schulman said, and the hashtag was generating about 6,000 tweets per hour. At the height of the push, WhiteHouse.gov received about 5,000 responses per hour to the question.” In total, Schulman said the #40dollars campaign “generated 70,000 tweets, 46,000 submissions via the White House Web site, 10,000 related Facebook posts and contributions from 126,000 users.”
By way of contrast, according to the numbers in Topsy, the #1000days campaign has generated 3,862 tweets in the past week.
Agree? Disagree? What am I missing here.