|
In the
future, a campaigns' Internet strategy will become central to the
campaign,
not an add on.
Any politician with sense enough to fill out qualifying papers will
understand that the Internet must be central to their campaign and not
an afterthought.
This is a
new 'new thing' made possible only by the advent of the Internet in
politics. The unique qualities and power of the Internet are
radically changing many parts of our lives and it is changing politics
as well.
At it most
basic, a political web site should create a big e-mail list of people
who have a common interest and are channeled into co-coordinated
activities. Such an e-mail list can be mobilized to "Take Action" and
to show their support. Anyone with an email list and an
identified common interest can become a powerful new political
organization .. let your imagination run wild.
The Net is going to play an even more important role
in politics.
On the Net, people are there by choice, and are much more likely to
read information relating to their political choices.
Net Activism works. It has been used it to influence the shape of
legislation moving through Congress, and to urge passage and veto of
specific measures. The number of Net Activists is growing, and Net
Activism will continue to keep them informed on issues of importance
to them as consumers, taxpayers, and as voters.
The Future is NOW. Specifically, candidates need to start
collecting email addresses of voters. The Internet is the single
biggest breakthrough in political campaigns since Campaign Direct
Mail. But only if we use it.
Here Are Some tips!
Create an information service.
Your Web site is first and foremost a resource for your constituents,
stakeholders, and reporters to turn to when they need specific
information. Treat your Web site as an extension of your entire
office, not just your press operation, and be sure to provide the
information, resources, and assistance that people turn to your office
to find. (return to top)
Provide online assistance to
constituents. Your Web site can be a powerful tool to enable
constituents to self serve frequently requested information and
services. This saves both constituents' time and staff's time. Help
your constituents by providing clear instructions, assistance with
simple casework inquiries, contact information, and other resources to
help them find what they need. (return to top)
Provide information about
important issues. Another important reason constituents visit your
Web site is to get information about the issues that matter to THEM.
Provide overviews of legislative initiatives on issues like education,
taxes, health care, budget, federal issues that impact constituents,
and others that are important to your constituents, even if you are
not active on that issue. Another way to provide this service without
adding to staff workload is to provide links to recent Congressional
Research Service (CRS) briefs on these issues. (return
to top)
Keep your content fresh and updated.
A Web site does not necessarily need to be updated every day; or even
every week. But if you decide to provide dated material, be certain
the dates are recent. If people who are visiting in October 2003 see
the most recent press release is from the beginning of January 2003,
your entire site loses credibility. (return to top)
Provide helpful answers to frequently asked
questions (FAQ's). There are some questions that your staff have
to answer time and time again, and they vary from office to office.
Find out what these questions are, and provide informative,
well-organized, and frequently updated answers on your Web site.
That's the reason your visitors access your Web site, after all - to
find the answers to their questions. (return to top)
Optimize your graphics. Heavy
graphics take up space and slow a Web site down. If a site takes
longer than 10 seconds to download using a standard (56kbps) modem,
visitors often lose interest and go somewhere else to find what they
are looking for. There is a place for photos and graphics, but only if
they are formatted for slow modems or placed in separate,
clearly-marked sections. (return to top)
Ensure that at least two thirds of
every page contains useful content. It's extremely important that
you identify every page of your site as yours. However, using a banner
or grahics that take up 1/3 or more of the screen serves no purpose
and makes it difficult and frustrating for users to read the
information they're after because they have to keep scrolling to get
to it. (return to top)
Avoid self-aggrandizing language and
graphics. Your Web site is very different from a newsletter or TV
appearance. It is not a broadcast medium, and people do not passively
see it. The only reason people make the active effort to come to your
Web site is to find information THEY want. The less like an
advertisement of the Candidate's achievement and the more like an
information resource your Web site seems, the more successful it will
be. This is not to say that it should not discuss the Candidate's
achievements and issues, but that they should not supercede -- or
replace -- the information that constituents, reporters, and other
stakeholders want. (return to top) |
