Targeting older voters online: Google it, baby
By Liz Mair
In recent election cycles, political campaigns’ successful leveraging and integration of technology into their political, communications and fundraising work has been increasingly evident. However, many political operations continue to treat online as simply a box that needs to be checked, or something done just to communicate with younger voters. The prevalence of both conclusions is a pet peeve of all online strategists, but data that emerged this week suggests that the latter should particularly be so, with it becoming increasingly clear that it’s not just the kids who hang out online— more and more, it’s Mom, Dad and grandparents, too.
In the wake of Sen.-elect Scott Brown’s victory, his new media operation has garnered much praise and many headlines—and rightfully so. As of the day after the election, he had about 130,000 Facebook fans, and about 16,000 followers on Twitter. The day after the election, his campaign confirmed that Brown raised $12 million online in January, alone. Moreover, ABC’s Rick Klein reported that according to a Google representative, Brown’s Google advertising garnered him 65.5 million impressions in Massachusetts, or about 10 impressions per resident. LEK Consulting, iStrategyLabs and Nielsen data should confirm for those in any doubt that a great many of them will have been those older, more reliable voters. Under different circumstances, involving a less aggressive online effort, they might have voted for Martha Coakley—or, perhaps, not at all.
N.H. Dems could see same fate as their Bay State brethren
By Patrick Hynes
The nation’s politicians and political operatives are noodling what Sen.-elect Scott Brown’s victory on Tuesday means for the political climate in their states. My guess is that the reality is there are too many variables for most states to draw a clean comparison analogy. But the Bay State’s neighbor to the north, New Hampshire, may present the most compelling analogy. And that’s bad news for the Democrats.
Voters in New Hampshire and Massachusetts have traditionally been polar opposites. “Taxachusetts” has earned the contempt of Live Free or Die skinflints. But over the past two election cycles (and signs of this can be traced further back), New Hampshire Democrats have been in the ascent and the political climates of these two New England states have, at times, become very similar.
Hynes Featured in Hotline’s Consultant Candid
Patrick Hynes is the president of Hynes Communications, a national social media communications agency with offices in DC and Portsmouth, NH. Hynes served as the online outreach consultant for Sen. John McCain’s WH ‘08 camp. Hynes is also the author of the book In Defense of the Religious Right. But today, he is our Consultant Candid.
Hynes Welcomes James Richardson
Hynes Communications is pleased to announce our hire of Atlanta-based communications specialist James Richardson. James will serve as Account Services Director for Hynes, focusing both on client service and the expansion of Hynes’ presence within the Southeastern US.