The Washington Post is pointing out that, once again, passionate grassroots support is outperforming traditional top-down marketing. And the weapon of choice appears to be email. It may just affect who will end up being the next president of the United States.
GOP presidential candidate Mike Huckabee, former governor of Arkansas and Baptist minister, has had some extraordinary help from volunteers - some of whom aren’t directly involved in the campaign - who are tapping into their network of church goers and like minded citizens. This is a classic example of key influencers at work, using word of mouth to effectively spread the word about Huckabee’s stances…particularly about home schooling.
A very telling part as to why this is amazing is that the previous frontrunner in the state, former Massachusetts Gov. Mitt Romney had aired 5,000 televison commercials in the first nine months of the year. In the same time period, Huckabee’s team had aired not even one. Now, Romney is behind.
Those of us in social media constantly talk about tapping into the community. I’ve often had doubts about that. Not because the concept wasn’t sound…but because , quite often , there wasn’t a community to be tapped into. Here there is.
1 Comment » Posted on December 17th, 2007 by Jonathan Trenn
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