The Iowa caucuses might finally settle a long argument over what really works better for politicians: social media or TV?
It was late summer, and Elizabeth Warren was sitting pretty. The closely watched Iowa Poll, conducted by Ann Selzer for theshowed Warren at the top of the Democratic presidential field. She was flush with cash. The organizational juggernaut her campaign had built was widely lauded. Insiders here were calling her the prohibitive frontrunner. And she had yet to air one TV ad in Iowa.
and a veteran of Democratic presidential politics. Joe Rospars, an alum of Howard Dean’s 2004 campaign who is not yet 40, is Images flashed of Obama, a young politician from a nearby Midwestern state starting with the letter “I.” Here he was, giving a speech at the Democratic National Convention to thunderous cheers. There he was in a black and white photo, helping people in Chicago register to vote. The dials started to move.
One Obama staffer, however, saw shortcomings in Grisolano’s strategy. Then just 25 years old, Rospars had cut his teeth in Democratic presidential politics on Dean’s 2004 campaign, and he was an insurgent believer in the power of new media. People’s media habits were changing. They were spending more time online. The campaign should find new ways to reach them, Rospars argued.
Back in 2008, the weight of evidence, and history, was still on his side. Social media barely existed. Facebook was just beginning to grow beyond its origins as a college network. Twitter was just getting going. Instagram didn’t exist. “It’s hard to go back in time and put yourself in the shoes of how unknown that space was,” says Stephen Muller, who worked for Obama’s campaign
Rospars declined to talk on the record about their relationship, but Grisolano downplayed any animus between him and Rospars, saying that their disagreements were “administrative” and not philosophical. “Joe and I were together in a foxhole on the two most uplifting and rewarding political experiences of my life,” Grisolano said. “And anybody would be lucky to have him in a foxhole with him. He is one of the best there is.
300 people, including a video team of 30, including producers, editors and cinematographers. A road team traveled around the country, live-streaming events, clipping speeches and heading up online rapid response. The extensive operation was credited for breaking new ground in digital campaigning and for helping to lift Obama to re-election.
“It’s not to introduce you to a dishwasher you’ve never heard of and tell you the story of the dishwasher,” he says. “It’s really for that tail end of the purchase decision. That’s why it’s good for us in politics: Sign this petition, give money, volunteer. All direct-response stuff. But when you’re trying to do an introduction, when you’re trying to animate a candidacy, when you’re trying to reach a lot of people in a short period of time, it offers less efficacy.
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