Building a Brand with Social Media
Senator John McCain may be slightly older than his competition, his campaign strategy includes plenty of social media tools that are meant to attract younger voters and reach out to tech-savvy supporters of all ages.
Voters have all kinds of options for getting involved with the McCain campaign when they visit his website, and his site navigation promotes participation. The second tab on his homepage is the "Get Involved" tab, and from that link, voters can engage with the campaign in a variety of ways.
The staff of the McCain campaign clearly understand the need to brand their candidate, and they provide free downloads of McCain web banners, Google icons, cell phone wallpaper, Facebook photos and buddy icons for instant message clients. By giving voters easy access to McCain's image, they are asking supporters to assist in their branding of the candidate and show the world that they support McCain. Consider this - I grabbed the URL for the image above right off of the McCain website and didn't have to resize it or edit it at all to work on my blog!
Senator McCain has also embraced the value of offering a range of multimedia content that can be downloaded and saved for future reference. Voters can find McCain videos, speeches, advertisements, and policy statements on his website, and his Multimedia page has a YouTube logo and videos prominently placed at the top of the page. McCain also gives voice to his supporters and his website has a space for videos created by average Americans in support of his campaign.
Like the other candidates, McCain has communities on Facebook, MySpace, and YouTube, but he's also created "McCain Space," where voters can create an account and be a part of his campaign's community. McCain's campaign blog is written by campaign staffers, includes embedded video, and has some posts that have drawn over 1000 comments - not bad! And unlike the other candidates, McCain seems to use RSS Feeds effectively and has "top feeds" set up on his blog homepage that are easy to access.
McCain's use of social media on his site appears to really promote his brand and engage users to get involved in the campaign. By offering photographs and videos that really show McCain in action on the campaign trail, McCain reinforces his image and builds brand awareness. His site is less focused on user-generated content than those of Clinton or Obama, but in his case, branding may be the best way to attract voters right now.