“Checking in” or Campaigning?

On Wednesday, a particular CNN article caught my attention.  The article was about Gowalla (a social networking site based on location) releasing what they are calling a “campaign tool kit.” Gowalla has now made it easier for campaigns to engage their supporters, let them know what the campaign is doing, and allow supporters to reach out to their friends and other prospective supporters.

What is it?

Gowalla is a mobile application that allows users to check-in to their current location and then post it to their Facebook, Twitter, or both (much like Foursquare). I know what you are thinking, we are already live in a world where everyone has a Facebook, people “tweet” what they are doing in 140 characters or less, and now people feel it necessary to update their friends on their current location every time they go someplace new? If you are new to social networking, you can check out American Majority’s guides to Facebook and Twitter here.

Personally, I do not have a Gowalla or Foursquare (its competitor) account, but that is mostly because I do not think I go anywhere interesting enough to let other people know about. However, I think the opportunities that these social networking accounts give campaigns and candidates are definitely something that need to be taken advantage of on every level.

How can your campaign implement Gowalla?

With the new Gowalla campaign tool kit, campaigns can now create events on Gowalla, so that supporters can check in and receive a campaign stamp (with the candidate’s logo) to show their support. This is a new, specialized feature, because usually when you check into Gowalla, you are given some generic stamp for your virtual passport. This new feature is a great way to engage your supporters and get them excited about your campaign rally, fundraiser, or other event. It is also a way to identity supporters (kind of like Facebook advertising and Google ads) and to further develop/mainstream your brand and logo. If your campaign is wondering how to set up a successful event to post on Gowalla, check out this article about creating successful events.

Another feature of the new Gowalla campaign tool kit is the ability for constituents, volunteers, or supporters to check-in on Gowalla, then tweet or post their locationto Facebook or Twitter, encouraging their followers and friends to join them in participating in the event. This is important, because, even if someone isn’t supporting you on Facebook or following you on Twitter, maybe they are friends or are following someone who is. They will be able to see this update and then go get plugged in with you or your candidate’s campaign.

What if your candidate can’t make it to a campaign event, but your supporters still want to have one and get the word out? Gowalla allows for your supporters to register their own campaign events, without the candidate’s participation, and spread the word through Facebook and Twitter. Depending on the size of your campaign, you, or the candidate, aren’t going to be able to physically be at every event. You are going to have to rely on your volunteers to host events and get the word out. When your supporters check in, they will receive a stamp showing whether they are at a rally, town hall, or fundraiser – depending on the event. There is even a ballot box stamp ready for Election Day, when your supporters go to the ballot box and vote for you!

Don’t think that Gowalla’s campaign tool kit is for you? That’s fine, but be sure not to write-off Gowalla, Foursquare, or any other social networking website and the usefulness it will have for your campaign. We live in a world where just about everyone is getting a Facebook, more and more people are on Twitter, and having a smartphone is becoming a social norm.  The time for campaigns to adapt the ways they reach voters is now.