Archive for March 7th, 2012

Spam Alert: Is Rick Santorum Buying Email Addresses?

I’ve heard from three different people today that they’ve suddenly ended up on Rick Santorum’s email list — WITHOUT signing up or opting in. In one case, the address (and the name associated with it) were only used to sign up for websites, not for actual communications.

If it’s true that Santorum’s campaign bought a list, that’s very bad form — first, it means he’s functionally spamming people, since they didn’t ASK to get information from him. Second, a purchased list isn’t too likely to yield good results, and this example shows why: all three of the people in question are progressives/Democrats, NOT folks who are going to be backing the former Senator from Pennsylvania with the un-Googleable name. I.e., the money he spent on their addresses — and likely many others — is utterly wasted.

Here’s how you’re supposed to do it — instead of buying a list, you buy ACCESS to a list. I.e., you pay the list owner to let you send a message to the members asking them to sign up to support your campaign. This way, you only get people who actually care about your campaign, and you’re not paying for wasted addresses. And, you’re not sending people messages they’re likely to treat as spam! Remember, the more of your messages that get marked as spam on Yahoo, Google, et al, the less likely your other messages are to make it through the filters. In this case, though, it sounds like Santorum may have just purchased addresses in bulk and is throwing emails at them and hoping for the best. Prediction: an exceptionally low Return On Investment, and deservedly so. Bad, bad Rick!

Update: here’s an earlier report on the same subject.

cpd

6 comments March 7th, 2012 Trackback Bookmark on del.icio.us

Time for a Change: Facebook Timelines for Political Campaigns

Guest article! Steve Kleine is a Principal with Ensomo, a social media marketing, monitoring and analysis firm. You can reach Steve directly at steve@ensomo.com, and also check out his earlier article on social media monitoring for campaigns.

Major Changes to Facebook Brand Timelines Means More Work for Political Social Media Marketers, and Here’s How to Prepare

By Steve Kleine, Ensomo

Last week, the ever-evolving Facebook rolled out sweeping changes to its brand pages, which are now called Brand Timelines. Making the move is voluntary now, but by March 31st, all pages will be converted to the new format. Like personal pages, these are using the Timeline concept. The format between the two is very similar, but there are major changes that will require political social media managers to rethink their Facebook strategy. The experience is now much more photo-centric, offering many ways to visually communicate your politician’s message. Below is a list of the most significant changes and what a campaign should do before they make the switch.

Note: If you do not have a brand page for your candidate and are just using a personal page, this is a great time to make the switch. Brand pages offer far more to a campaign than a personal profile and are not limited to 5000 friends.

(more…)

2 comments March 7th, 2012 Trackback Bookmark on del.icio.us


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