From Image Building To Capital Raising

Hilary's image has changed from a cold iron lady to a friendly and good campaigner.

After she won the election in New Hampshire, her video in tears at the breakfast meeting in New Hampshire is still being clicked repeatedly on YouTube. Therefore, some people joked that the 2008 election year was "YouTube election", because most of the young netizens saw her every move and smile from YouTube.

There were her political speeches, she sang American National Anthem videos, and even some embarrassing video scenes of her public.

However, for Hilary's online campaign, TechPresident founder Andrew Rasiej, who monitors network voter performance, commented: "Hilary's network movement strategy is still top-down.

She has forgotten the important point that the Internet provides a bottom-up platform.

The most powerful use of the network platform is the power of grassroots anonymous supporters. Obama is quite clever. His Facebook home page designer is Chris Hugh, a sophomore at Harvard University.

"He effectively converted his appeal on the Internet to word of mouth communication among individual supporters, and they began to write blogs, upload videos and send e-mails to friends for Obama, which is clearly a more open, more democratic and modern way of using the Internet."

Rasiej said.

According to the tracking data of Hitwise, Obama's official personal home page occupies 23.5% of the candidate's network market share, while Hilary is relatively backward, with only 18% of the market share.

Similarly, Hilary's main financial support comes from the large sums of money of some big shots, while Obama's Internet donation is booming, helping the Illinois senator get hundreds of small donations from the Internet.

By the middle of January this year, the personal sponsorship of Obama's official website has reached 100 thousand, which is close to 125 thousand people's expectations.

　　网络广告投放仍然“冰冷”

According to statistics from the Campaign Research Group, about $3 billion of campaign money spent on advertising this year.

Unlike the widespread use of free internet promotion, the candidates' online advertising is rather stingy.

Over $3 billion of these funds are used in advertisements on local TV stations to win the attention and support of the largest number of voters in the state elections.

"Although the form of Internet advertising is in full swing, in fact, only a very small portion of the campaigners' funds flow into the Internet advertising."

Ivar S, chief executive and founder of the campaign media research group.

Campaigners favor the media offensive, especially in the traditional media, especially in the local radio and television channels.

"After all, online advertising is not as mandatory as television commercials, so most candidates are not willing to spend too much time and money on it."

Said que.

Before November's final election, it is too early to conclude that the Internet is changing the trend of election activities.

At present, the new weapons brought by the high-tech forces of Silicon Valley, whether it is videos uploaded by grass roots, the propagation of community websites, or blogs and online activities, will ultimately become an important decisive force in political activities, which remains to be seen.