The Conclusion of How Candidates Can Use the Internet to Win in 2010
Winning in 2010
2010 will not be 2008: for one thing, we aren’t likely to see the massive voter turnout that helped put Barack Obama in the White House. As in other political off-years, the 2010 results will swing on the decisions of a relatively small number of voters, an effect magnified down the chain — the smaller the race, the more effect a handful of votes can have. This kind of environment obviously encourages a focus on getting as many core supporters to the polls as possible.
As we’ve seen, the internet absolutely excels at maintaining connections with individual voters and at energizing them to recruit their friends, donate their money and volunteer their time. The 2010 elections won’t be determined by the internet alone (candidates and ideas do matter!), but campaigns that employ online strategies intelligently and with real-world goals in mind should have a significant edge over their rivals, particularly in tight races.