digital campaigning

Romney’s White Whale: Old Man’s IT and the Election That Got Away

Moby Dick

[Illustration from Moby Dick, c. 1925 edition]

ArsTechnica did a comparison between Mitt Romney’s and Barack Obama’s campaigns’ information technology expenditures. They note a few key attributes that differentiate the Romney campaign’s use of IT:

  • Outsource anything that’s not a key competency, and spend as little as possible on it;
  • Reward “friends” with outsourcing contracts;
  • Spend on ad hoc items and pre-built SaaS* (buy from “friends” where possible).

Sure looks like the typical modus operandi of vulture capitalists that don’t invest but hit-and-run on the high seas, looking to harpoon anything of value in order to flay its carcass for cash. This says something both familiar and abhorrent about Mitt Romney and his supporters with regard to democracy.

But there are several other points that ArsTechnica missed in their assessment.

Generational shift — The difference in funds allocated and the way in which the IT monies were spent revealed a compelling truth: old guy Romney doesn’t value information technology the way younger guy Obama does. It’s a generational shift, from old school campaigns which still rely heavily on direct mail and broadcast media, to digital campaigns run by Gen-X and Millennials who are digital natives.

Based on past performance by vendors and team members alike, Obama’s team also trusts the technology team it assembled to do work quickly, effectively, on the fly. They trusted technology.

In contrast, Romney’s camp went with bigger brand name vendors like Best Buy (via service subsidiary) and SalesForce (for customer relationship management SaaS app). In mega-corporate they trust, apparently. Continue reading

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bmaz @ScottGreenfield @marietuhart "Juris Doctor"
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bmaz Freedom Christian School closing http://t.co/B4ktRUpcPO Yeah, that's horrible. Probably will reopen as "2nd Amendment Academy For Kids"
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bmaz @ScottGreenfield No shit. Same people who support this crap will whine when their kids and/or friends get rolled up in it. Just nuts.
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emptywheel Under Third Party doctrine, couldn't govt buy back the data AddThis gets from govt sites? http://t.co/NemAqoPGN7
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bmaz @JimWhiteGNV @emptywheel @jaytingle Uh, let's see here....okra twigs or pulled pork? Hmmm...RESUME THE PORK SHIPMENTS!
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JimWhiteGNV @emptywheel I advise treading carefully here if you and @bmaz want the pulled pork shipments to resume. @jaytingle
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bmaz @emptywheel @jaytingle @JimWhiteGNV Also, was 111º yesterday and didn't seem that hot really. #DryHeat
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