ABSTRACT
Digital techniques and tools are now woven through every aspect of campaigns, offering the ability to manage information and people, communicate, create content, fundraise, and get out the vote (GOTV). This chapter looks at digital strategy, and outlines how to think about a healthy digital diet. A well-defined, adaptable campaign strategy can harness the power of new media to effectively reach specific audiences in personal ways. Digital media strategist Colin Delany says digital campaigning always does one of three basic tasks: recruiting, mobilizing, and messaging. Once the center of the candidate's online presence, the website plays a more narrow role as engagement features have largely migrated to social media. Social media offers huge advantages compared to the campaigning of yesteryear. Voters are following politicians' social media profiles to bypass traditional journalism to hear directly from the candidates, feel more connected to politicians, and get breaking news from the source.
