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奧巴馬競選策略調(diào)整不得人心

奧巴馬競選策略調(diào)整不得人心

Don Tapscott 2012-06-18
奧巴馬在上次大選中將社交媒體打造成了強大的政治武器。然而,這次競選連任時,奧巴馬的競選班子卻放棄了這些行之有效的做法,轉(zhuǎn)而投重金于“大數(shù)據(jù)”研究,意圖了解其支持者的行為特點。但這個新策略可能適得其反。

????但這些不應(yīng)該阻止他們利用自發(fā)組織的力量。2008年的奧巴馬競選活動早已經(jīng)證明,可以在不算還競選主旨完整性的前提下,放手讓群眾自行創(chuàng)立支持社區(qū)。拉哈弗?哈福什曾為奧巴馬的社交媒體競選工作并寫書記錄其經(jīng)歷,他說,奧巴馬競選班子設(shè)定了明確的交戰(zhàn)規(guī)則,比如禁止拿薩拉?佩林的家庭大做文章。如果支持者的言論與奧巴馬的競選主旨不合拍,競選班子就會明確宣布這類出位言論并不代表奧巴馬。這一次,他們也可以向全世界發(fā)布附加條款/免責(zé)聲明,說明支持社區(qū)并不一定反映競選活動的觀點。社區(qū)本身也可以贊同或反對個人成員的言論。

????為奧巴馬負(fù)責(zé)數(shù)碼事務(wù)的官員也指出,由于多種社交網(wǎng)絡(luò)工具的存在,他們無需倚重MyBarackObama.com。然而哈福什指出:“Facebook不能幫助人們組織起來,和MyBo(MyBarackObama.com)沒法比?!?/p>

????如果競選活動不能盡快回到其制勝之道,就會有繼續(xù)隔絕(甚至疏遠(yuǎn))年輕人的風(fēng)險。年輕人不愿被組織,只想自發(fā)行動。他們希望參與、而不是被動接受競選指示。他們想采取主動,而不是聽命于無所不知的競選策略專家。茶黨都明白這一點,奧巴馬也不是不知道。

????如果奧巴馬競選班子想要重新贏得“我們”,它該怎么做?

????1.向下放權(quán)。不要告訴人們怎么做,讓他們成立自己的社區(qū),交結(jié)朋友,建立聯(lián)系,籌集資金。開始對話吧,讓他們做出自己的貢獻(xiàn),不要高高在上,發(fā)號施令。有很多控制出位言行的方法,而社區(qū)比自上而下的層次結(jié)構(gòu)要強大得多?!白尳M織外的人士去發(fā)布消息,給人的感覺會真誠得多,”薩利姆說?!奥牭侥硞€朋友談?wù)搳W巴馬的成功,效果會更好?!?/p>

????2.重建平臺。2008年,奧巴馬的競選平臺MyBarackObama.com大獲成功。到選舉當(dāng)天,全國共成立支持奧巴馬的團(tuán)體3.5萬多個,他們組織了超過20萬次活動,籌集了大量競選資金。效果很好。何不再試試?

????3.關(guān)注熱點:就這個群體關(guān)心的話題開展對話,比如避孕,薩利姆說:“這個方法很好,可以吸引沒有歸屬感的千禧世代,奧巴馬想要贏得大選就需要他們的投票?!?/p>

????Don Tapscott (@dtapscott)撰寫了14本討論新技術(shù)在商務(wù)和社會中的應(yīng)用的書籍,最新書名《宏觀維基經(jīng)濟學(xué)》(Macrowikinomics)。

????But that shouldn't stop the campaign from tapping into the power of self-organization. The Obama campaign itself showed in 2008 that you can let people create their own communities without hurting the integrity of the core message. The Obama campaign set out clear rules of engagement that prohibited, for instance, trash talking about Sarah Palin's family, said Rahaf Harfoush, who worked on Obama's social media campaign and then wrote a book about it. Whenever supporters said something that didn't jive with Obama's message, the campaign made it clear that the outlier didn't speak for Obama. This time, the Obama campaign could write a clear rider/disclosure statement to the world that the communities do not necessarily reflect the views of the campaign. The community itself could register its approval, or disapproval, of statements by members.

????Obama's digital people also point out that they don't need to rely so heavily on MyBarackObama.com because there are so many other social networking tools out there. Yet as Harfoush point out, "Facebook is not equipped to help people organize, as MyBo was."

????If the campaign doesn't return to its winning ways, and fast, it risks continuing to isolate itself (or even alienate) youth. Youth don't want to be organized; they want to take action themselves. They want to participate, not be passive recipients of campaign instructions. They want to take initiatives rather than be told what to do from all-knowing campaign strategists. The Tea Party understands this; Obama once did too.

????So if the Obama campaign wants to get back to the "we," what should it do?

????1. Let go. Instead of telling people what to do, let them create their own communities to make friends and contacts, and raise money. Start a conversation. Let them contribute in their own way, without instructions from the top. There are plenty of ways to contain the outliers, and the community will be far more powerful than any top-down hierarchy can be. "It's important for people outside the campaign to disseminate messages so it feels authentic," said Saleem. "It helps to hear one of your friends talk about the successes."

????2. Recreate the platform. In 2008, the Obama campaign's platform, MyBarackObama.com, was wildly successful. By election day, more than 35,000 groups had formed to support Mr. Obama, and they had organized more than 200,000 events and raised vast sums of money. It worked then. Why not now?

????3. Engage with them on the issues: Start a conversation with them about the issues they care about, like contraception, says Saleem: "It's a really good way to draw in disenfranchised millennials than Obama will need if he wants to win."

????Don Tapscott (@dtapscott) is the author of 14 books about new technologies in business and society, most recently Macrowikinomics.

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