In part two, I continue my discussion of McCain and his ineffective use of the web. This is part two of six.

As I said in part one, I spent last Spring studying the presidential candidates and how I could create some ‘advertising’ to help one of the candidates. This was when the democrats were narrowed down to Obama and Clinton and the republicans were narrowed to Huckabee, McCain and Romney.

A side-by-side comparison of McCain and Obama's website through time

The Facts
I began looking at web statistics for these remaining candidates, especially the number of Myspace and Facebook friends. We all know that if you want to reach young people, you need to go to where they are most of the time: Facebook and Myspace. There’s a phrase in the Church that says, “God will meet people where they are.” The candidates need to meet young voters where they are: the web (specifically Facebook and Myspace). What I found is that Obama had 800,000 Facebook supporters while McCain had 117,000. Today, Obama has over 2 million supporters and McCain has 575,000 – this has to worry McCain when it comes to young people not being excited for a McCain presidency. Last Spring they were presumed to be the nominees, and yet were getting very different numbers in terms of young support – today is no different. If that wasn’t enough evidence, I looked at website stats from Quantcast.com and 88% of McCain’s website visitors were over 24. Today, Quantcast reports that 63% of his website viewership come from people over 34 years old. Today, McCain’s website draws 4.3 million visitors a month. That’s a lot, right? Well, double that number – 7.9 million – and that’s the number of visitors a month who visit Obama’s website.

I know, I know – McCain’s support lies in the senior citizens of America and they don’t use the web as much as younger people do. But the question will be: Will young people who support Obama via Facebook actually go and vote. Similarly, will seniors who support McCain actually go and vote. We shall see on November 4.

So, as you can tell, McCain has a problem with young voters. Not only because of the web statistics, but also because he’s not speaking to issues directly relating to them. He doesn’t mention much at all about technology, or college tuition. He wants to keep the Internet free (wow-who doesn’t) and for college, he doesn’t offer anything as substantial as Obama’s $4,000 tax credit for students. But I set out to find those issues that would connect to young voters, even if in a very indirect way.

My Small Contribution to McCain
I decided to pretend I worked for McCain and wanted to get young people to vote for him, because I could tell that Obama had the young crowd in the bag… and still does. The reason I decided on this was because I searched and searched and couldn’t find a “Students for McCain” website. No place for students to call their ‘online home’ if they were checking out McCain or were already Republicans. I set out to make McCain seem ‘exciting’ to more young voters.

My work in Advertising last semester resulted in this website: a blog style website that allowed students to interact with the campaign and each other on issues that were important to them. It also highlighted the lighter side of McCain via photos and video (videos no longer work since they were deleted from youtube). This website would theoretically allow students to take action and network with McCain via social networking websites, which was hidden or not there at all on his real website last Spring.

In part three, I will talk about what McCain has done with his website to reach a different audience.

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