THINK LIKE A ROCK BAND:
HOW TO USE SOCIAL NETWORKING SITES FOR POLITICAL CAMPAIGNS
By Justin Perkins and Heather Holdridge, Care2
Originally published by the Institute for Politics, Democracy and the Internet in a book by 21 leading experts: Person-to-Person-to-Person: Harnessing the Political Power of Online Social Networks and User Generated Content, available for purchase online.
It would be so convenient if launching a viral message campaign, political or otherwise, on a social networking platform were as easy as just adding water. But, the truth is that as with any grassroots campaign, it takes persistence, lots of online and offline effort, and the right tools and the right message in the hands of the right people at the right time. Oh, and a little luck, too. Basically, you need to be scrappy, flexible, and think like a rock band.