The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University

Are you an Influential? Attended a public meeting on town or school affairs? Written or called any politician at state, local or national level? Served on a committee for some local organization? Written a letter to the editor of a newspaper or magazine, or called into a live radio or TV show to express an opinion? Written an article for a magazine or newspaper? Served as an officer for some club or organization?

Are you an Influential – cond Been an active member of any group that tries to influence public policy or government? Made a speech? Attended a political rally, speech or organized protest of any kind? Worked for a political party? Held or run for political office?

Online Influentials Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI

Influentials Share Five Major Personality Characteristics They have an activist approach to life They are connected to many people and organizations They have active minds and diverse interests Their expertise on a wide range of subjects gives them an enormous amount of influence They are trendsetters

Influentials Questions: In the past year have you... Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI

Attended a public meeting on town or school affairs Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI

Written or called any politician at the state, local or national level Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI

Served on a committee for some local organization Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI

Written a letter to the editor of a newspaper or magazine or called a live radio or TV show to express an opinion Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI

Written an article for a magazine or newspaper Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI

Served as an officer for some club or organization Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI

Been an active member of any group that tries to influence public policy or government Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI

Made a speech Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI

Attended a political rally, speech or organized protest of any kind Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI

Worked for a political party Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI

Held or run for political office Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI

Online Political Citizens Are… Seven times more likely than the general public to have attended a political rally, speech or protest in the last two to three months Nearly five times more likely to have contacted a politician Over four times more likely to have donated money to a political candidate Three times more likely to have written a letter to the editor Three times more likely to belong to groups trying to influence public policy

Why Are Influentials Significant? Influentials are connected They are networkers and joiners They act as a force multiplier Influentials are knowledgeable and opinionated They are news junkies and political junkies They are frequently asked about their political opinions Influentials are political activists They are involved in civic and political affairs Influentials are trendsetters They forecast trends in larger society by acting as canaries in the mine shaft

Other Characteristics of Influentials Theyre hooked on Half have graduated from college and one in five have completed post-graduate work Two in three are not executives or professionals Median age is 45 years old, two years older than the adult population as a whole About equally likely to be a Democrat or a Republican, and one in four say they are independent

Characteristics of Influentials They are activists. They are joiners and networkers. They are news junkies. They are opinionated. They are busy.

They are activists... So help them lead Ask for their help, and tell them what you need. Give them the authority and legitimacy they need with titles like eCaptain and ePrecinct Leader.

They are joiners and networkers... So build a campaign community Help them form online communities around key issues and constituencies. Take advantage of their social and professional networks -- send them compelling s to forward to their friends and colleagues. Invite them to campaign events to meet other supporters. Create a campaign blog that lets them communicate with each other.

They are news junkies... So feed their habit Post current news stories on your Web site and send out newsletters with info on key issues. Ask them to send you news items you might have missed. Provide links to online news organizations. Hold online chats with the candidate, prominent supporters and campaign officials.

They are opinionated... So give them a microphone Help them articulate their views with solid, sourced background information and concrete talking points. Organize a Media Corps to communicate with local media. Give them talking points and weekly assignments Post links to blogs and online discussion groups.

They are busy... So make it easy Post names and physical and addresses of newspaper editors and tips for composing a letter to the editor. Post exact times and station call letters of call-in radio and TV talk shows, and give phone numbers and names of show hosts. Give them Event-in-a-Box kits that provide everything -- lists, posters, brochures and tips for holding house parties and conducting neighborhood voter registration and GOTV activities.

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