Learning from YouTubeHomepage > Politics Magazine > July 2009 > Learning from YouTubeOf all the technological innovations that marked the 2008 presidential campaign, one of the most important was YouTube. Four years earlier, the service didn't even exist, but by 2008 it had hosted thousands of political videos. It can be hard to keep up with that kind of technological explosion. In April, the University of Massachusetts-Amherst hosted a multidisciplinary academic conference called "YouTube and the 2008 Election Cycle in the United States." The conference featured deep research into how candidates used YouTube and how it affected the election. It's perfect information for campaigners and consultants—but the kind that frequently slips under the radar of the political consulting world. That's why we've grabbed the authors of four of the best papers and asked them to explain just what it is that you need to know about YouTube for your next campaign. A Vehicle for Political Dialogue By LaChrystal Ricke The 2007 YouTube debates brought politics to a new audience. But that means you have to tailor your outreach to that audience. Here's what you need to know. Checking the Data By Christine B. Williams and Jeff Gulati The number of candidates using political videos surged in '08. A look at the numbers shows how and when you should get online, too. Going Viral By Kevin Wallsten The will.i.am "Yes We Can" video was a huge viral sensation. How can that success be repeated? What Do You Look Like on YouTube? By Chirag Shah Though everyone agrees a presence on YouTube is important, it was always a struggle to measure the success of that online impact—until now.  For more information about the "YouTube and the 2008 Election Cycle in the United States," click here. |
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