GOP leads new media charge

Some recent gubernatorial races also successfully used social media tactics. Republican Gov.-elect Bob McDonnell’s campaign in Virginia, for example, had 31,000 fans on Facebook, compared with the 13,000 or so fans of his opponent Creigh Deeds. The campaign hired an online strategy team that used video, blog posts, e-mail, mobile, Facebook updates, Twitter and an online action network on Ning “to create an echo chamber around the campaign’s message,” said Mindy Finn, a partner at Engage, a political media firm that handled online strategy for McDonnell’s campaign.

Finn said some supporters interacted with the campaign through only one of those social media channels, but many received information through multiple channels.

Republican Chris Christie also won his bid for New Jersey’s governor’s mansion, and had more than twice as many Facebook fans as his opponent, Gov. Jon Corzine.

Adam Conner, associate manager of privacy and public policy for Facebook and former director of online communications for Rep. Louise Slaughter (D-N.Y.), said that while House Republicans have led recent social media efforts in Congress, he is also working with Senate members, such as John CornynJohn CornynMcCarthy: ‘No deadline on DACA’ NSA spying program overcomes key Senate hurdle Hoyer suggests Dems won't support spending bill without DACA fix MORE (R-Texas) and Chuck GrassleyCharles (Chuck) Ernest GrassleyGOP senators eager for Romney to join them Five hurdles to a big DACA and border deal Grand jury indicts Maryland executive in Uranium One deal: report MORE (R-Iowa), in ramping up their use of Facebook.

“It has less to do with party lines and more to do with individuals taking the lead in both chambers and both parties,” Conner said. “A lot of colleagues are following more cautiously and dipping their toes in the water.”

Of the gubernatorial races, Conner said social media is not “a silver bullet.”

“Setting up a [Facebook] page doesn’t automatically win you an election,” he said.

In Congress, social media participation is, in many cases, a question of resources. Members of both the House and Senate are hiring new-media directors. Those who can’t afford to hire online strategists are integrating that role with their media staffers. Job descriptions for press secretaries and communication managers now often require Web skills.

“A year ago, that would never have been a job requirement,” said Shana Glickfield, a Washington new-media consultant. “Very few offices can afford separate new-media directors, but the fact that they’re investing in this area is very telling.”

Democrats are not standing idly by. House Speaker Nancy Pelosi (D-Calif.) and House Majority Whip James Clyburn (D-S.C.) both have new-media specialists in their offices. So does Sen. John KerryJohn Forbes KerryFeehery: Oprah Dem presidential bid unlikely Dem hopefuls flock to Iowa Change in Iran will only come from its people — not the United States MORE (D-Mass.).

There are still some hurdles to jumping on the social media bandwagon. Both chambers have rules about official communications between Congress and constituents, but they have not been thoroughly updated to accommodate sites like Twitter.

“This is still an unpoliced universe when it comes to franking rules,” Walker said. “We don’t want to step out there and be a bad example. … At the same time, we try to make sure we stay true to the medium. It’s a free flow of information. We don’t want to get into the situation where every tweet or post on Facebook has to be franked first. That goes counter to the technology.”

Finn said maintaining an authentic voice online is essential for candidates or officials trying to reach constituents.

“Most recognize the value of engaging with supporters online, but they often fear communicating in an open, non-controlled environment,” she said.

Twitter is fast becoming the most effective tool for many offices. According to TweetCongress, a database of congressional tweeters, 177 lawmakers are on Twitter.

Nick Schaper, new-media director in BoehnerJohn Andrew BoehnerDems face hard choice for State of the Union response Even some conservatives seem open to return to earmarks Overnight Finance: Trump, lawmakers take key step to immigration deal | Trump urges Congress to bring back earmarks | Tax law poised to create windfall for states | Trump to attend Davos | Dimon walks back bitcoin criticism MORE’s office, said Twitter may soon surpass YouTube in terms of reaching large numbers of constituents.

Boehner has more than 18,000 followers on Twitter. His GOPLeader Twitter account has 14,000 followers.

“It’s not just us broadcasting the message,” he said. “You get to see what other people are saying and respond to that.”