It’s hard being a conservative in social media. Despite what liberals claim, social media is exceptionally-tilted to the left as the majority of powerful users on Facebook, Twitter, and other social media sites lean liberal. Social news sites that generate tens of thousands of pageviews to the stories of the community’s choosing are estimated as high as 3-to-1 or higher. On these sites in particular, a strong-enough majority can stifle stories negative to their chosen candidate and promote stories damaging to their opponents.
The lack of understanding by all of the Republican candidates other than Ron Paul of how social media works is alarming. Some would argue that Paul has made it as far as he has because he has been able to leverage social media in ways that his opponents have either avoided, dismissed, or simply failed to understand. They will spend millions on television ads but pennies on social media.
Barack Obama won’t make the same mistake.
To any Republican candidate (or their superPACs) that wants a consultation on why you’re failing at social media, I’m pretty easy to find. I’ll be in Washington DC this week, Michigan next week, then off to Austin for SXSW before heading to Colorado on my own version of a whirlwind tour in March.
Who will it be? Rick Santorum? Newt Gingrich? Ron Paul? Mitt Romney? None of the above? We’ll see.
The general election, regardless of the GOP candidate, is going to be a landslide victory for Obama if Republicans can’t figure out social media pretty quickly. Those who believe that it’s insignificant need to look at very recent history in other countries to see how social media can have a tremendous impact on established politics.