The New Rules Of Online Campaigning
Donald Trump’s 2016 victory rewrote the social media playbook by relying on supporter networks. Democrats are still scrambling to catch up.
BY SASHA ISSENBERG
Over the past quarter-century, data from field experiments and insights from the behavioral sciences have taught politicians the unique value of personal contact in campaigns. The gold standard of campaign contact today is a volunteer visiting someone from her own community to have an open-ended conversation about politics. But online campaigning has been slow to catch up. Since the emergence of the Internet a generation ago, campaigns have generally treated it as a venue for taking in donations and pushing out ads. They seldom enlisted volunteers to connect one-on-one with voters on social media; they communicated instead via alarmist fundraising emails and text messages that treat supporters like ATMs.
This transactional approach to online campaigning not only created weak ties to candidates; it also left a void in which lies and conspiracy theories have flourished. Barack Obama assembled a massive contact list, but QAnon has proven a much stronger and deeper community than anything his supporters created. A younger generation of political operatives have concluded that the best way to prevent disinformation narratives from taking hold is for campaigns to focus on building strong digital ties of their own, by entrusting supporters to cultivate relationships and use them to engage peers on the candidate’s behalf. The 2016 election forced political professionals to rethink much of what they believed about how to win votes online. Donald Trump made clear that he considered his supporters’ personalized posts on social media a valuable contribution to his campaign. He rewarded those who responded by amplifying their quips and memes, even when they might have distracted from the campaign’s preferred messaging. Those running for office had to contend with an opposition that included not just rival candidates or parties but individuals who could be anonymous or even citizens of other countries.
Democrats have struggled to adjust to a newly asymmetric environment. Many focused on developing tools to identify online content that violated the policies of social-media companies like Facebook and Twitter. Others tried to hire successful online creators, who knew that the Internet often responds better to crude and funny political messages than to slick, well-tested ones. One influential voice in these post-2016 Democratic debates is Jiore Craig, a young political consultant from Illinois whose campaign experience came in Moldova, Gabon and Panama. In those countries and many others, paid advertising and small-dollar fundraising have never been central to electoral politics the way they are in the U.S. Candidates don’t see the Internet as a place to raise or spend money but as a way to connect with supporters and have them spread the campaign’s message through their own networks.
“People were using social media for every type of thing,” says Craig, who is now a senior fellow at the Institute for Strategic Dialogue, a nonprofit dedicated to combating political extremism and disinformation. Working at the Democratic polling firm Greenberg Quinlan Rosner in the late 2010s, Craig became the first full-time counter-disinformation operative in American politics. She outlined two parallel tasks for her clients, which included Democratic candidates, party organizations and outside groups. They had to be able to react to online attacks, which required equipping campaigns to track online content and distinguish real danger from mere nuisance. Craig helped to create a system for monitoring online content whose findings could be legally shared with other institutions on the left. Funding came through the Strategic Victory Fund, a consortium of donors formed in 2019 that raised $43 million that year.
At the same time, Craig emphasized the need for clients to communicate proactively online. In a 2017 marketing pitch, she and Jeremy Rosner, a partner at the firm, wrote: “Our digital approach to U.S. campaigns encourages teams to move from GOTV [Get Out the Vote] programs to G.O.V.T. (Grow Online Voter Trust) programs,” which means “giving voters more meaningful ways to engage with a campaign.” Even as “digital organizing” became a new buzzword, Craig found few clients interested in truly applying the logic of personal organizing to the Internet. Most existing consultancies specialized in placing advertising, but political professionals haven’t found a way to make a profit by cultivating networks of supporters online. “There is no real digital-organizing profession on the left,” observes Democratic consultant William Cyrus Garrett.
For President Biden’s 2020 campaign, strategists relied on survey research to anticipate which attacks on Biden were likely to be effective with voters and used it to guide positive communications responses that would address voters’ anxieties without amplifying the original claim. Voters susceptible to attacks related to Biden’s age weren’t concerned with his health as much as the perception he would not be the “author of his presidency,” as a campaign pollster put it. The response was not to present them footage of the candidate jogging but speaking forcefully about his values. But the Biden campaign chose to rely on digital ads to deliver these counter-messages instead of equipping supporters with them. “It would have been a much more dynamic way to think of volunteerism because what is rewarded online is scale, the same message online over and over and over and over. If you own a phone, you can be a digital organizer. Right? That’s literally what it takes,” says Garrett, who oversaw the Biden campaign’s operations in Georgia, Florida and North Carolina.
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Since 2020, the Internet has become an even more hospitable place for lies and disinformation. Operatives like Craig now think less about responding to discrete untruths than all-embracing conspiracy theories. That has inspired major players, especially on the left, to finally embrace a more capacious view of communicating online.
John Fetterman’s 2022 campaign for Senate in Pennsylvania set up a Slack channel for volunteers to swap messaging ideas with one another. The Democratic National Committee is currently training supporters to use Reach, an app that grew out of Alexandria Ocasio-Cortez’s congressional campaign, as a tool to start conversations online. “We’re building an organizing program around a simple principle: that YOU are the best advocate with the people in your life,” the committee’s training materials inform supporters.
Campaign officials are alert to the risk involved. After all, they will spend tens of millions of dollars this year to refine their message for optimal impact and narrowly target the most receptive voters. At the same time, they will encourage supporters to build and maintain their own communications networks and speak freely across them. This shift in control will be hard to undo, but campaigns hope the benefits make it worthwhile.
“The Obama administration was focused on content,” then-White House digital strategy director Rob Flaherty told a Georgetown University audience last year, before taking a job as deputy campaign manager for Biden’s re-election. “We maximize for reach and getting our message to as many people as possible.” This essay is adapted from Sasha Issenberg’s new book, “The Lie Detectives: In Search of a Play-book for Winning Elections in the Disinformation Age,” which will be published March 12 by Columbia Global Reports.
‘There is no real digital-organizing profession on the left.’
WILLIAM CYRUS GARRETT
Democratic consultant