Digital Advocacy: I-1107

Posted on November 7, 2010


Considering what Joe Trippi and others have said on the role money plays in political campaigns, I think the writing was on the wall for how the voters would deal with 1107. ($16 million from the American Beverage Association to get 1107 on the ballot and subsequently pass it.)

Nevertheless, a look at the digital presence of the pro/con groups.

Yes on 1107 online

Yes on 1107 on Facebook, where “9,554 people like this”:

Stop Grocery Taxes on Twitter, @Yeson1107:

yeson1107’s YouTube Channel:

Here they feature 3 of their professionally made TV ads which collectively have more than 800 views.

No on 1107 online

No on 1107 on Facebook where “544 people like this”:

They have the ability to share items from their website on twitter, but I could not find their own twitter account.

While they do have some amateur videos on YouTube, they do not have their own channel.

Even with relatively inexpensive tools, where a grassroots campaign has the opportunity to thrive, the big budget Yes on 1107 campaign still covered the ground better than No on 1107. They had more followers on Facebook, a better website with visible links to their Facebook and Twitter accounts, a YouTube channel featuring videos, although professionally made and financed by the American Beverage Association, with much better content as far as persuading voters goes.

In short, the Yes on 1107 campaign may have succeeded due to a better online presence, but more likely because they were better financed and better organized.

Posted in: COM 597