Social media sites play increased role in local campaigns

“Become a fan” and “tweeting” may not be traditional words and
phrases used out on the campaign trail, but social media websites
like Twitter and Facebook are emerging as critical tools to reach
candidate supporters.
Healdsburg City Councilmember Mike McGuire and Windsor Town
Councilmember Debora Fudge are both using social media to
communicate directly with volunteers and supporters this spring as
the June showdown for Fourth District Supervisor approaches.
“Nothing will ever take the place of shoe leather and walking
neighborhoods, but social media is proving to be a powerful tool to
connect and interact with folks across northern Sonoma County,”
said McGuire. “It is absolutely key to reach out to voters in all
realms, whether it be at doors, on the phone or on Facebook.”
Fudge also sees value in these websites, but urges caution. “In
general, Facebook and social networking can be effective but it can
also be misused and severely mislead people,” she said. “If used
correctly it can be helpful, but it can also be a scam.”
Fudge was criticized last month by an anonymous Twitter user for
discussions made by the Sonoma-Marin Area Rail Transit (SMART)
board on a potential delay in train service in Sonoma County. Fudge
told the anonymous user — a self-proclaimed “girl in the know” —
that she was missing a lot and that she couldn’t explain it in 140
characters — the maximum characters allowed in a single Twitter
post.
While Fudge is cautious with Twitter, she sees less risk with
Facebook. Unlike Twitter, Facebook asks users to abandon anonymity
and post their real names, information and even photos. Much of
this personal information remains hidden to those who are not
“friended” by the specific user, but overall anonymity isn’t
allowed.
“I don’t see misuse on Facebook like I see on Twitter,” said
Fudge. “Facebook is actually tied to a person. You can’t hide.”
Like many others, Fudge has a personal account with personal
information she hides from the general public. She also has a
public page for her campaign that any user can follow by becoming
“a fan.”
“I have a Facebook page for my friends and one for the
campaign,” she said. “I don’t want my friends to be bombarded with
my political news, so I keep it separate.”
For those who are interested, Fudge regularly updates her
campaign page with news: “Great day walking precincts in Apple
Valley,” she wrote Jan. 31. “I met some *very* engaged people
there. Lots of good conversations. One man had voted for me in ‘06,
looked for my name in ‘08 and was upset he couldn’t vote for me,
not realizing it was a 4 yr seat. He was glad to find out he could
vote for me in 2010. ;-)”
McGuire takes a different approach, inviting supporters to
become friends of his personal page. There, like Fudge, he posts
updates on his campaign: “We need to collect 1,000 signatures in 4
hours…” he wrote Feb. 16. “Join us as we BLITZ Northern Sonoma
County this Saturday!”
He also gives supporters a peak at his personal life, posting
about noisy thunderstorms at 3 a.m. and overeating at meetings.
“Ate one too many brownies at that last meeting… ooof!” he wrote
Feb. 3.
McGuire is also a constant Twitter poster, writing quick updates
and posting photos from his campaign. While he uses Twitter more
than Fudge, he does agree that one must be careful when using it.
“It’s absolutely something you have to be wary of, but in the same
breath we need to embrace it,” he said.
Political consultant Rob Muelrath — who works with incumbent
Paul Kelley, who is not running for reelection — said social media
has become an important tool in campaigning. “Both Facebook and
Twitter are revolutionizing the way campaigns are being run today,”
he said. “It’s another way in which a campaign can communicate with
its supporters and volunteers.”
He said Facebook was a good way to keep supporters up-to-date,
and Twitter was an effective tool in showing the public the
progress in one’s campaigning. “With Twitter you’re just putting
out information, showing the momentum of your campaign,” he
said.
Will social media replace more traditional forms of campaigning?
Like Fudge and McGuire, Muelrath believes the best way to convince
voters is to meet them in person. “There’s no better contact than
face-to-face, door-to-door,” he said. “I know candidates can get
discouraged with only one of four or five people that are actually
home [when the candidate walks neighborhoods], but it’s still the
best tool for getting votes.”
Candidates on the web:
Debora Fudge: www.fudgeforsonomacounty.com
Mike McGuire: www.mikeforsupervisor.com