Article Link: http://blogs.zdnet.com/micro-markets/?p=1022

In this article, Donna Bogatin questions whether online social networks have benefited the campaign of former Senator John Edwards, a Democratic candidate for the 2008 election. She suggests that Edwards is trying to adopt a “User Generated Politics Approach,” but has failed. Bogatin defines this approach as using social networking sites as third parties that will help generate interest and “connections” to his campaign. So far, the campaign has decided to leave no stone unturned with this approach and has set up profiles at 24 social networking sites, including flickr, facebook, partybuilder (the Democratic party’s networking site), youtube, orkut, xanga, and livejournal. The profiles offer visitors opportunities to “connect” or “friend” Edwards, upload images, or download political posters and memorabilia. The Edwards website encourages social networkers to access these profiles, post hyperlinks to Edwards’ site in their homepages, and include Edwards’ image in their daily email correspondence.

Despite the scale of the campaign’s effort to reach out to these online networks, Bogatin labels their efforts a failure. She cites as evidence the fact that Edwards has no friends on Bebo, Tagworld, or VSocial. She also includes a testimonial from an online networker who “connected” with Edwards just because he had only 2 online friends on his networking website. On one site, she explains the lack of information provided by Edwards’ profile, which merely lists a to-do list: “Become your president. Donate Blood.” Bogatin also explains that the campaign is not using innovative networking strategies, but instead relying on the “third-party, impersonal, business model” of the networking service sites.

What may be even more interesting is exactly to whom the campaign wants to contact, to whom do they actually contact, and why? As we know from Gladwell readings, it can be beneficial to know a lot of people (Edwards’ profile as a Connector). But, to get ideas to stick and tip, you need a Maven (Edwards’ profile as an excellent source of information) and a Salesman. The sales pitch may only be effective if the right people link up to Edwards’ profile. Partybuilder, the Democratic party’s networking site, might target the best proportion of activists. But, those activists might not necessarily be connected to Facebook Stalkers with 500-odd friends and extremely high levels of betweeness. Stickiness slows if Edwards’ profile does not convey his platform well. Therefore, the User Generated Politics Approach as applied by the Edwards campaign has some limitations.

On the other hand, Edwards’ campaign may be more cued into web-searching. By branching out to 24 online social networks, Edwards has made a splash in the Internet-business-politics community that publishes articles online about his effort. If Edwards’ name comes up with x amount of articles with a query Edwards AND Internet or Edwards AND Online, the campaign might anticipate growing interest in their candidate because of his exposure. So even if their efforts fail, there is no such thing as bad news.