YouTube Talks Politics

With YouTube’s launch of YouChoose ’08, a hub of presidential candidate created channels that feature campaign videos, speeches, informal chats and behind- the- scenes footage, it has provided a place for the public and candidates to communicate. A YouTube spokesperson said it views its YouChoose initiative as leveling the playing field and allowing lesser-known candidates to reach the same audience as well-backed and well-known candidates.

YouTube has also partnered with CNN to present a series of debates among the major presidential candidates. YouTube said it views the CNN/YouTube debates as a way to empower people with the opportunity to have their voices heard in a highly visible forum. YouTube said that the debates bring a level of transparency and authenticity that affords both the candidates and voters with a more honest political dialogue.

On why they decided to get involved in presidential politics, YouTube said it was a natural evolution and that its users wanted to see that the candidates are serious about their platform and what they will do for their constituents. YouTube said that politicians are recognizing the Internet is heading in a new direction, and people are finding their news and entertainment online. Politicians are adjusting their campaigns to reach out to voters in new ways through online video.

On the risk of over exposure of the political process, YouTube said it is focused on providing the best possible experience for its users and that the community is in control on YouTube, and, at the end of the day, they decide what’s compelling.

“DigitalJournal.com has become an incredibly powerful tool and politicians have recognized the importance of getting involved with voters in online communities," says DigitalJournal.com Editor-in-Chief, Chris Hogg.

"The influence of the mainstream media is not what it used to be. DigitalJournal.com is a unique place where citizen journalists have become a powerful force in shaping public opinion."

On DigitalJournal, presidential candidates can post news and information about their campaigns, upload photos, videos and answer questions from the public.

So far only former Arkansas governor and presidential candidate Mike Huckabee has joined DigitalJournal. DigitalJournal says they are in talks with other candidates who have expressed an interest in participating on the site.

With major players launching their own political channels like MySpace’s the Impact Channel back in March and YouTube launching Citizentube and YouChoose, it could prove challenging for DigitalJournal to get more presidential candidates on board, but then again we are talking about politicians here so maybe they do have a chance after all.

YouTube has become increasingly active in the political realm as of late. Last month they launched Citizen Tube, designed to attract people to express their views on political topics.

In addition they also launched YouChoose, a presidential channel focused on the major presidential candidates.

"The idea of using the technology of YouTube and marrying it with traditional television could be really interesting" such as giving viewers new ways to comment on the debate and follow-up and ask questions of the candidates, said Bob Boorstin, director of policy communications for Google in Washington, D.C.

It could be interesting or it could be a total failure. By the time the serious meat of the 2008 election rolls around people may be so burned out from hearing the candidates say the same thing over and over that it could easily become meaningless.

Google and CNN are also working with the GOP candidates to plan a similar debate. The DNC is active in organizing debates for its candidates, while the Republican National Committee is not organizing debates for its candidates.

Steve Grove, YouTube’s News and Political Editor will edit the channel. The channel will aggregate political videos that currently exist on the site as well as new user generated content. They also request political video links that users think deserve more attention.

On YouTube’s blog they provide further detail on the channel. "As YouTube’s political video blog, Citizentube’s mission is to add fuel to the revolution that is YouTube politics."

"What is YouTube politics? The answer to that question is as varied as the users who jump onto the platform. But it’s one thing for certain: a place where everyone, from users to candidates, has the same chance to be seen and heard. Let the best ideas win."

So far CitizenTube has only 788 subscribers. As the political climate heats up and the 2008 election draws closer I would expect the number of subscribers to increase.

This is YouTube’s second entry into politics as they have all ready-launched YouChoose the presidential channel, which features videos from the major presidential candidates such as Barack Obama and John McCain.

 MySpace has also entered into the political arena by offering their own presidential primaries in January of 08′.

In a forum post Drew Dupont wrote," The difference between you tube media and mainstream media is that you tube has the potential of being entirely reflective of the peoples actual concerns."

"And if properly done we can avoid the political attachment some medias form based on the sponsors that support them!"

Whether CitizenTube becomes a credible place to see political videos and exchange ideas will determine its level of success.

• Which types of videos resonate on YouTube
• How to improve search engine rankings
• Use Google AdWords to reach an already interested audience
• Google Alerts to stay on top of news for your candidate or topic
• Google Analytics to provide data on visitor behavior
• Get campaign materials on YouTube’s YouChoose chanel
• Read John Battelle’s The Search as a guide
• Integrate keywords into your website

A recap of the seminar is at the conference blog.

Naturally, Google is hoping to gain some of those campaign advertising dollars. Online advertising in the last presidential election was practically meaningless, just $12 million out of $4 billion spent in 2004, but with that expected to double to over $8 billion in ‘08, Google is hoping to show campaigns their money is better spent online, and hopefully, on Google.

Google signs were everywhere during the two-day event this month. A Google Lounge with lava lamps and rock music offered attendees free use of half a dozen Web-connected laptops. Schrage delivered the keynote address. And at its seminar for consultants, “Making the Most of Google in 2008,” the company offered, next to the free travel coffee mugs, copies of a two-page “Google Product Guide for Politics.”

“The Google network allows you to do very interesting things with targeting, with messaging, etc., in a way that you could never pull off with a 30-second TV spot,” Derek Kuhl, who is leading a New York-based political sales team that will have three or four people, told the group.

The consultants scribbled notes as they sipped coffee, then peppered the Google employees with questions, seeking details such as the average length of videos on YouTube and the length of the approval process to buy ads on search results.

“They were out essentially selling a product: Use us,” David Haase, a consultant with Mindshare Interactive Campaigns in Washington, said afterward. “They’re trying to become the gold standard.”

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