Post a Comment On: Internal Monologue

Political campaigns are going to have to figure out how to deal with situations like this:
In November 2004, Joe Anthony, a paralegal living in Los Angeles, started a unofficial fan page for then-newly-elected Senator Barack Obama (D-IL) on MySpace.com. Inspired by Obama's keynote address at that summer's Democratic convention, Anthony had never been politically active before. "I was just blown away," he told me. He put time into the site every day, answering emails from people wanting to "friend" the page, pointing them to voter registration information, and, once Obama threw his hat into the ring, telling them where to find out more detailed positions taken by the candidate. By the time of Obama's official campaign announcement in late January, Anthony's Obama profile--which had the valuable url of myspace.com/barackobama--already had more than 30,000 friends, well more than the other contenders. Over the following weeks, it continued to grow at a rapid pace, generating lots of headlines about Obama winning the "MySpace primary." Yesterday, the profile had just over 160,000 friends. Today, that url has only about 12,000. And it's under new ownership. Joe Anthony, one of the super volunteers of the Connected Age, has lost control of the page he started to the professionals on Obama's staff. Mr. Sifry goes on to ask some good questions:
*If it weren't for the hundreds of hours put into sites like MySpace by passionate volunteers like Joe Anthony, would the folks at MySpace even have anything like an Impact Channel? The only reason campaigns and advertisers are taking sites like MySpace seriously is because they have millions of users; shouldn't the volunteers who help draw the crowds to these new online town halls get some kind of compensation beyond a little modest recognition from political professionals now and then?

*Is it true that once a voter-generated site gets major traction, the campaign affected has to control it? Can a front-running presidential campaign--even one as devoted to empowering supporters to take their own initiatives and connect to each other through social network tools as the Obama campaign--afford a major site run by a campaign volunteer outside their control? Is such control even possible?

*Why couldn't the Obama people find the money to work out an amicable arrangement with Anthony? What are they spending the $26 million they raised last quarter on?Jerome Armstrong reacts here. I think that presidential campaign's understandable desire for absolute control over everything associated with the campaign is diametrically opposed to their desire to harness the people-powered aspects of the Internet medium. I think if you want people power, you're gonna have to surrender some of your control to those people. We're going to see more and more episodes like this. Let's hope Democrats learn to finesse these better.