The Online Equation for Presidential Candidates: Myspace + Facebook = ????

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This slightly less than spontaneous embrace of global culture has given PBS an interesting article. The most conspicuous thing about it is that the candidates aren’t entirely sure what it all means. That’s not too surprising, because it’s very unlikely that their minders do, either. This is so new that it’s nobody's too sure whether all this translates into votes. One of the GOP candidates is described as “taking seriously” the net interface.

That’s nice. These guys are running for President of the country that invented the internet, they’re on the books of the social life of the rising generation, and at least one of them’s taking it seriously. People still talk about TV raising kids. The net would be either the babysitter, or the nanny, at least half the time. It’s also now the medium where you’re expected to know your way around, the street scene for people’s heads.

Which is another reason the political machines haven’t been following the breadcrumbs too well. The net doesn't work on conventional marketing rules. Obama’s director of media, Joe Rospars, refers to “official campaign outreach efforts” in the same breath as "grassroots" online operations. Then there’s the online fundraising miasma, and “paying attention to social networks”.

Outreach efforts? I thought that meant something like rehab for voters, or soup kitchens.

That, for what it was worth, was more than anyone else said on the article. PBS didn't get too many quotes, so maybe the candidates' media hasn't had time to come up with the stock phrases and voter stroking routines. Without an instant visual fix, maybe the context was a bit big. Or perhaps a medium which can talk back instantly is a little intimidating to those whose jobs usually revolve around tame media.

You’re electing these characters. Would you prefer to see a bit more awareness of the world’s biggest forum? Maybe even some sort of understanding of real social behavior? Or at least an appreciation of the significance of the internet? This reads to me like those old guys starting to realize that new fangled thing called the telephone might have some uses.

Just a hint, guys- Everything you say on the net should be considered to be a press release.

PBS article