07 April 2009
Expert Discusses Mobilizing Youth Voters through Technology
CO.NX webchat transcript, April 7
Chrissy Faessen, deputy director of Rock the Vote, answered questions in an April 7 CO.NX webchat on using new media tools to mobilize the youth vote.
Following is the transcript:
(begin transcript)
U.S. Department of State
Bureau of International Information Programs
Webchat Transcript
Mobilizing Youth Voters through Online Social Networking
Guest: Chrissy Faessen, Deputy Director, Rock the Vote
Date: April 7, 2009
Time: 9 a.m. EDT (13:00 GMT)
CO.NX Moderator (Mark): Hello and welcome to today's webchat! We are taking your questions now.
Chrissy Faessen: Hello, I'm Chrissy Faessen, Deputy Director at Rock the Vote. Our mission is to engage and build the political power of young people in order to achieve progressive change in our country.
In 2008, Rock the Vote ran the largest voter registration drive in history registering more than 2.6 million individuals.
I'm excited to be here today and look forward to our discussion.
Webchat Moderator (Sarah): If you are just joining us, we are about to get started with Chrissy Faessen, from Rock the Vote. She will be talking with us about using new media tools to mobilize the youth vote.
Please submit your questions at any time. Chrissy will begin answering questions now.
Question [Mahmoud Ramzy]: What is the organisation home?
A [Chrissy Faessen]: Rock the Vote is based in Washington DC.
Q [Mike]: What are the main barriers to convincing youth that voting is important?
A [Chrissy Faessen]: Our research shows that the biggest barrier to young people voting is the process. It's complicated and many are unsure how to get involved. We try to demystify the process and make it as easy as possible to register.
Q [voter]: hello. My question: what about the youth with no computer? How do you get them involved? To my mind we leave a whole group of people behind if we only want "online generation" involved.
A [Chrissy Faessen]: We found connecting with young people through text messaging to be really effective. While not all young people have access to the Internet many do have cell phones. In 2008, we ran a text message program to remind young voters of registration deadlines and to provide information on Election Day.
Q [Disconcerted Discursives]: Blogging have engaged political responses within the youth. Is this something you advocate, the move of the public forum to the internet and the spread of ideas, or do you feel that this only gives rise to radicalism and extremism, not a voice of a majority?
A [Chrissy Faessen]: We absolutely use blogging as an opportunity to connect with young people through our website. Our staff members communicate daily through our blog by analyzing the current political news and communicating back to our audience with our perspectives. It's an opportunity to have a 1:1 conversation with our audience. We encourage their feedback and discussion on the topics.
Q [mha]: In young democracies, how can youth use social networking tools to help ensure an election is fair and free of fraud?
A [Chrissy Faessen]: During the 2008 Election we were able to share information quickly through social networks such as Facebook. There were cases throughout the country where people were sending misinformation and the social networks allowed us to respond immediately to get out the correct information.
Webchat Moderator (Sarah): You can learn more about new media and its impact on politics here: http://democracy.america.gov/democracy/press-freedom/new-media.html.
Q [Cape Town]: Do the parties continue to use new media to reach out to supporters after the election, or was your effort just to help register voters?
A [Chrissy Faessen]: The current administration recently held an online town hall meeting to take questions from individuals across the country, many of which were young people. This shows the continued focus the administration places on reaching out to young people through mediums they are familiar with.
Q [Cape Town]: Internet penetration is still in the single digits here, while almost everyone has a cell phone. Can this be done by SMS as well?
A [Chrissy Faessen]: Absolutely. We used SMS messages throughout our 2008 campaign. We found that sending a reminder message on Election Day had a 3-4% increase in turnout.
Webchat Moderator (Sarah): There is a blog on America.gov covering President Obama's First 100 days in office. Visitors can provide their own feedback about the new administration, as well. http://blogs.america.gov/campaign/
Q [voter]: vote registration is part one but what about part two-- GET YOTH IN THE POLL?
A [Chrissy Faessen]: Agreed, registering is just the first step. In 2009, Rock the Vote is ensuring that young American's voices are echoed throughout the halls of Congress, in City Council meetings, and in local elections across the country. We need to make sure that young people's voices are part of the discussion around critical economic and environmental issues.
Q [Cape Town]: Do you know how many voters were registered as a result of your efforts?
A [Chrissy Faessen]: We ran the largest voter registration drive in history registering 2.6 million individuals.
Q [Cape Town]: I know American parties spend fortunes on traditional media such as TV. What is the strategic mix of new and old media?
A [Chrissy Faessen]: Yes, throughout the election cycle the campaigns did spend a lot of money on TV. That being said, there is a shift toward online. For example, did not spend any money on traditional TV, instead we focused our efforts online and found Facebook advertising to be the most effective.
Webchat Moderator (Sarah): Here is a NY Times article about how President Obama utilized the Internet during his campaign: http://bits.blogs.nytimes.com/2008/11/07/how-obamas-internet-campaign-changed-politics/
Q [Cape Town]: Can you show us one of your messages used to inform or attract voters?
A [Chrissy Faessen]: Sure, check out our Youtube channel for a sample of some of our online videos: http://www.youtube.com/profile?user=RocktheVote2008
Q [CapeTown]: So did you actually advertise (paid) on Facebook or did you have your own Facebook site that people were friends with?
A [Chrissy Faessen]: Both! We have our Facebook fan page but we also bought advertising throughout the site that encouraged individuals to "register to vote"
Q [Hamletmix]: How does the online network work better for young people nowadays?
A [Chrissy Faessen]: I believe online social networks allow young people to more intimately engage with the candidates, campaigns and issues. They are able to learn more about the candidates’ positions on the issues and also see them as "real people."
Webchat Moderator (Sarah): To read about how American youth are using social networking sites to get more involved in politics, see: http://www.nytimes.com/2008/03/27/us/politics/27voters.html?scp=8&sq=social%20networking%20and%20politics&st=cse.
Q [Cape Town]: And if you used SMS to encourage people to go to the polls how did you get their cell numbers?
A [Chrissy Faessen]: We collected cell phone numbers online (through our website) and on the ground at festivals and organizing events. We also asked individuals to text "VOTE" or "RTVOTE" to build our mobile list.
Comment [Hamletmix]: And in developing countries a same method does work for young people
Q [Mike]: What can the federal government do to better reach out to youth?
A [Chrissy Faessen]: We need to simplify the registration process. It's the number one barrier to getting young people involved in the process.
Q [Cape Town]: How can you be sure that the info on a candidate's Facebook page is not just propaganda? Is this a step down from traditional journalism?
A [Chrissy Faessen]: Good question. In many ways I believe we rely on bloggers to uncover any misinformation. Bloggers are constantly keeping on top of things like this and uncovering false information.
Q [Cape Town]: Do you work with government or motor voter programs?
A [Chrissy Faessen]: Yes, we work closely with State Election Boards, the campaigns, administration and many others to ensure that young people's voices are being heard. In fact we host trainings and produce materials to help policymakers understand how to better reach out and connect with young people. It's a core focus of our work.
Q [Cape Town]: What actually motivates people to vote? Is it excitement or conviction? What role do you think social networking plays on each of these?
A [Chrissy Faessen]: Young people are motivated by the issues. Our research showed that in 2008 young people were motivated by the economic situation and by the war in Iraq. That's what prompted them to engage.
Q [Cape Town]: Can first time voters register online? If so, how do you prevent fraud?
A [Chrissy Faessen]: Only a few states allow online voter registration, however, we created an online voter registration tool (widget) that allowed individuals to enter their information online and then on the backend it generated a voter registration form that they needed to print out and send in. We offered the tool free to more than 23,000 partners including Facebook, Microsoft's Xbox and many more!
Q [Cape Town]: Is online voting likely to expand? Will online advertising then increase as well?
A [Chrissy Faessen]: Yes, I believe that's where we are headed. There are also discussions around automatic registration as well. These changes will all have an effect on the type of outreach we do both online and offline.
Before I forget, here is a link to some good information on new media tactics: http://www.rockthevote.com/about/about-young-voters/how-to-mobilize-young-voters/.
Q [marine]: I wanted to know why young people are so comfortable in using this new media tool?
A [Chrissy Faessen]: They grew up with these tools at their fingertips.
Q [Cape Town]: In South Africa, political rallies are lively events with toyi toying (Dancing) chanting. Won't an online event seem a bit bloodless and tame?
A [Chrissy Faessen]: Perhaps, but "virtual marches" happen all the time online. Online efforts should always be done in concert with grassroots and on the ground events to be successful.
Q [Cape Town]: What are virtual marches exactly?
A [Chrissy Faessen]: Here is a good example of one: http://www.pickensplan.com/virtualmarch/.
Q [Cape Town]: Are virtual marches the new K street lobbyists?
A [Chrissy Faessen]: Virtual marches are a way for young people to connect online and build a "movement" showing their conjoined power.
Q [asiad]: Thank you. Joining late - but what are the most interesting issues (attracting youth) and what are the mistakes to avoid, if any?
A [Chrissy Faessen]: Currently young people are most interested in the issues-- economy, environment and jobs/student debt. When we talk to young people we engage them through an issues lens. They want honest, truthful information that is not bias.
Q [Angule Gabriel]: Most youth lack resources like mobility and funds. How can we help?
A [Chrissy Faessen]: Encouraging peer to peer conversations is really important. While you can't reach everyone it's helpful to find those "viral" messages and campaigns that young people will pass on to their friends. Those don't always require resources.
Q [Cape Town]: Did any states try online voting?
A [Chrissy Faessen]: No, only online voter registration.
Q [Tich Shumba]: I am the Founder of Inside Africa Foundation. My Non Profit Organisation is a humanitarian promotion agency for Southern Africa. We seek to promote the introduction on human rights education as a subject at High School Level in Southern Africa. Kindly advise how best I can mobilise the Southern African the global citizens to support our cause? Our objective is to create better leaders out of our youth and to promote the Art of Living together.
A [Chrissy Faessen]: I applaud your work. I'd first say that it's important to help young people understand how being a global citizen affects them directly. Tying the conversation back to their own lives and showing how it relates is really important. It's also important to show the power of voting.
Q [Cape Town]: Does Rock the Vote have any plans to link or partner with orgs here to help promote youth voting?
A [Chrissy Faessen]: We'd love to help however we can. While our focus is mainly US based we have a few chapters internationally and would like to be as supportive as possible to get more young people engaged throughout the world.
Q [Cape Town]: Are youth involved in politics at the higher level in the US? For example, to what extent are the youth (under 25) in positions of political power or elected office?
Webchat Moderator (Sarah): You can read more about young people involved in politics in this article: http://www.washingtonpost.com/wp-dyn/content/article/2006/10/18/AR2006101801052.html or by watching this video: http://www.america.gov/multimedia/video.html
A [Chrissy Faessen]: One interesting tactic we didn't discuss yet but I wanted to quickly share is a Facebook application we developed to help all of our social networking members help us remind young voters to send in their voter registration forms. Check it out here: http://www.facebook.com/apps/application.php?id=11015429977
Q [Cape Town]: How did the presidential campaigns in the US use online tools and other ways to actually get across their messages and manifestos to the youth so the youth would understand better who they wanted to vote for?
A [Chrissy Faessen]: Throughout the election cycle the campaigns for upload video clips and pictures of their speeches throughout the country to get the messages out to young people who were able to attend a rally in person. They communicated through text messaging and both campaigns and "youth directors" who were charged specifically with reaching out to young people.
Chrissy Faessen: Thank you all for joining today. It's exciting to think about where new media is headed. Here at Rock the Vote we continue to test models and try out new tools to stay engaged with young voters. Join us on Twitter (twitter.com) to stay in touch.
Webchat Moderator (Sarah): Thank you, everyone, for your wonderful questions.
We are out of time now, but please check back here in two days for a full transcript from today's webchat.
And, please visit us at our Facebook page: http://co-nx.state.gov to give us feedback and find out about future programs.
The Webchat is now closed. We wish to thank Chrissy Faessen for joining us today. A transcript of today's webchat will be posted to http://co-nx.state.gov and to http://www.america.gov/multimedia/askamerica.html within two business days. Speakers are chosen for their expertise and may not reflect the views of the U.S. Department of State.
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