By Brian Howey
The Hendricks County Flyer
Fri Nov 23, 2012, 03:46 PM EST
"Before we knew it, an article published in the Lafayette Journal & Courier was being discussed by teachers and administrators in Evansville and Richmond," Galvin said. "First, teachers began to 'Like' the Ritz for Education Facebook page. Teachers have a lot of friends, and in the virtual world that means contacts. Then came parents (particularly mothers), administrators, college students, and the most interesting of all, Tea Party supporters."
By the end of the first week of October, over 3 million web ads had been strategically placed in front of over 90,000 targeted voters located in counties surrounding Marion. There were 120,000 teacher-to-voter postcards sent in targeted precincts.
Then came strategically placed radio and three million internet ads. The Ritz website went from 600 to 800 unique views per week to more than 10,000 after the nano-targeting program kicked in.
"In all, over six million targeted web ads drew approximately 30,000 people to the campaign's website, and nearly 4,000 of those people clicked 'like' on the campaign's Facebook page," Galvin said. "By Election Day the Facebook page was being viewed by nearly 200,000 of our ÔLikers' friends, and our viral reach was over 1.3 million Facebook users."
Galvin noted, "Like David, we missed a couple of times."
But in the end, an improbable upset occurred with tools created just a few years ago and used from Cairo to Tunis, and now from Evansville to Elkhart.
- Brian Howey publishes online at www.howeypolitics.com. Find him on Twitter @hwypol.
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