Campaign 2010 Races to Watch: Senate Edition
October 20, 2010
As Election Day nears, candidates for elected office across the country are usingFacebook to communicate and engage authentically with voters as well as organizesupporters in ways unimaginable a decade ago. As you plan your daily political coverage,we hope you'll consider including our campaign watchers' snapshots of House, Senate,and Gubernatorial contenders that are making the most of Facebook.Over the next two weeks, we'll be serving up races to watch and Facebook data for theHouse (Tuesdays), Senate (Wednesdays) and Governorships (Thursdays).Race of the Day
o Parties, Same Social Media Strategy
In a heated California Senate race where recent polls show a razor thin margin of one tothree percentage points, incumbent Democratic Senator Barbara Boxer and Republicanchallenger Carly Fiorina have taken a similar social media strategy: Focus on campaignparticipation and donation.With less than two weeks until Election Day, it appears the candidates have turnedmuch of their communications away from the issues and toward building enthusiasmand influencing voter turnout.Fiorina is running a Facebook campaign encouraging her supporters to recruit theirfriends to support her campaign. Fiorina, who currently has 18,301 supporters, has aset a goal of boosting her supporter total on Facebook to 20,000. She hasapproximately 900 new fans in the past week. Fiorina leads her Facebook page with an"Action Center" focused on encouraging participation in her campaign. Last week,Fiorina raised more than $100,000 in 24 hours with her "Retire Barbara Boxer MoneyBomb" campaign.Boxer, who has more than 39,000 supporters on Facebook, also is using the site focuson campaign donations, joining and volunteering for the campaign ad visiting thecampaign store.Boxer has developed a "I donated to Boxer 2010" virtual campaign button thatsupporters can put on their personal Web page. The Boxer campaign has only pennedeight wall posts in the past week, with three focused on campaign donations and onedetailing how to order yard and outdoor signs.