"What I don't like about as far as an online strategy is that she puts most of her eggs in the Facebook basket. She should be extending her online cachet into other strategy,” he said. Raynor and other consultants claim that her e-mail list of supporters could be larger considering her political celebrity. Online political strategists have come to see an e-mail list as the essential tool of a web campaign. Raynor, who works for a firm that works with a statewide candidate and a congressional candidate, noted that the Obama campaign raised two-thirds of its funds through its enormous e-mail list of around 10 million backers. Obama’s list of grass-roots supporters was such a powerful tool that, after the election, the Democratic National Committee adopted it and renamed it Organizing for America.
“Even with this web 2.0 and social networking, we still see that one of the most powerful tools is a really good e-mail list,” said a former campaign co-manager for former Sen. Fred Thompson’s (R-Tenn.) 2008 presidential bid who declined to be named.
Sarah Palin will launch her national book tour next week, one part of a carefully crafted strategy that has allowed the former vice-presidential candidate to leapfrog traditional media outlets and appeal directly to her dedicated and vocal fan base. The coming tour through small towns and midsize cities is designed mostly to maximize sales of "Going Rogue: An American Life," which will be formally released Nov. 17. But associates say it also serves as a reintroduction for Ms. Palin and a warm-up for what promises to be a starring role in next year's midterm elections and, if her supporters get their wish, the next presidential race. Among the features of this new strategy: buying Internet advertising based on Google searches of her name, and using Facebook as a key means of communicating with voters. Her team also has considered filing libel suits against bloggers who spread rumors about her family.