"Thank you Scarborough!" I yelled backing away from the podium. A huge smile on my face, my arms raised in the air, "Thank you, it's great to be back!"
Not more than two seconds later, I thought to myself, did I actually just say that. Did I really just yell "It's great to be back" like some kind of rock star, who do I think I am. WOW! That is embarrassing!
I didn't know it at that moment, but looking back on the experience, I now know that was the moment I decided to run for office. It was there, at my town's Democratic Caucus that I gave the nominating speech for Sen. Barack Obama for President. Although I was living and working in Washington, DC, I had kept my voter registration for five years at my home in Scarborough, ME. When it came time to vote in the Primaries, I didn't want to simply vote absentee at the caucus, I wanted to be there. And after offering myself to the Obama for Maine campaign, I was asked to give the speech on behalf of Senator Obama.
The caucus did exactly what it was supposed to do. Really fire you up. My speech to 800 people packed into my High School cafeteria was surreal, the fact that I spoke directly after a sitting US Congressman from New York who spoke for Sen. Clinton made it even more unbelievable, and when Obama carried my town 60%-40%, well that was just icing on the cake.
The next morning I sat on the plane back to Washington, DC. It was about 6:30am, the flight was to land before 8:00am, and I was hoping to be back at my desk by 10:00am. Somewhere between ordering my orange juice and having to return my tray table to the upright and locked position I thought about something that was announced at the caucus. "We still don't have a candidate for House District 127." At the time I thought nothing of it, but now as I sat on the plane, I kept thinking that it was a seat a Democrat can win. Hell, that's a seat I can win.
When I got back to work, I figured I'd just shoot the Town Party Chair an e-mail. Put my name in the mix, get some numbers like vote totals from past elections, number of registered Dems, Republicans, etc...
Within hours, I got an e-mail back that said in bold capital letters: "YOU CAN WIN THIS SEAT." I never did get any numbers or data, just phone calls, from the Majority Leader at the State House, the Majority Whip, and many more telling me that I was the guy to run and win. I never had a chance to think otherwise.
A few days later, I decided I'd do it. I gave my notice at my job, took three different weekend trips to Maine and back to DC to get signatures, donations, and organize, and within 6 weeks officially moved back to my home town.
What was my first move of the campaign? Creating a Facebook group - Sean Flaherty For Scarborough.
I invited all of my friends, the ones from my home town, the ones from DC, and even the random people who I barely knew. The whole point was to spread the word and make it look like I had huge support before I even moved back into the district.
That was the start - Facebook. It was essential for my campaign despite the fact that very few young voters lived in my district. In fact, less than 7% of voters in my district are under 25, and only 10% are between 25-34 years old! So how did Facebook help a 23 year old candidate in a district that was more than 80% age 35 and older?
Parents.
I ended up hearing in the final days of the campaign, as I went door-to-door, " Oh yes, my daughter called me and told me to vote for you." In the early days, reaching out to people on Facebook helped to create a buzz, kids end up talking to their parents and it comes up in conversation, and then Viral Marketing takes effect. Parents talk to other parents at the grocery store, at book clubs, at soccer games, you name it. Facebook was an easy and early tool used to spread the word and create a buzz.
But where Facebook may have been the most effective was with my early/absentee voting strategy.
We used Facebook to distribute information about campaign news and events, but more importantly, to remind people to sign up to vote early, or if they were away, vote absentee. About once a week during the final 6 weeks, we sent a message. Each one concluded with, "Remember to sign up for your absentee ballot, call now..." I truly believe this was instrumental in helping to reminded college kids and recent grads like myself, to get their ballot early.
Facebook was also key in reaching out to the absentee voters who I didn't know. Each week, the town clerks in Maine would forward to the State Parties complete lists of people who had applied for an Absentee Ballot. The State Party said to call all these folks or send them a brochure. And I did just that. But the first thing that I did was highlight every single voter who was between the ages of 18 and 29. Then, I went onto Facebook, searched for their name, and sent them a message.
The text of the message was simple:
"My name is Sean Flaherty, I'm a Scarborough High School graduate of the class of 2003, and am now a candidate for the Maine State Legislature.
I'm reaching out to Scarborough voters any way I can - going door to door, making phone calls, and yes, even using Facebook - to let voters know about the issues that are important to me.
I believe Augusta needs more young people to get involved and stand up for issues important to our generation. That's why in April, I decided to run to represent Scarborough."
For those voters I knew, I added a personal message. For those I didn't, I invited them to check out my website and contact me. Several voters were people from High School I never knew, but were excited about my campaign. They, in turn, helped to spread the word, talk to their parents and friends, joined the Facebook group, and best of all, voted for me!
This was a key and easy way to reach young voters who responded simply to another young person, the fact that I was using Facebook, and my urging them to contact me to let me know their issues was important. Some folks added me as a friend, some even did ask me specific questions.
Lastly, Facebook helped to keep me connected to my strong supporters who lived outside of Maine. I have so many great friends from my years at GWU and in Washington, DC. I used Facebook to send them updates and solicit help with making phone calls. My friends from away ended up making hundreds of calls to voters in my district on my behalf, and all it took to get them to help was a Facebook Message to the Flaherty For Scarborough group asking for folks to make 20 calls or so.
After the election, a Town Council candidate, who did not win his seat, e-mailed me on Facebook and asked me what I did to help my campaign with Facebook. It was clear that he also knew, from his own kids, how successful I had been and knew of my ability to utilize the often underutilized tool of Social Networking.
Facebook wasn't the only reason I got elected. I knocked on thousands of doors, spent hours and hours with a phone stuck to my ear, and had over $5,000 worth of direct mail spent for the campaign. But, Facebook was a big part of helping to spread the message, mobilize the youth vote, and get help for traditional campaign tactics like phone banking. I would recommend to every candidate, young and old, to utilize Facebook as an additional tool in helping to earn an election night victory.
Representative-Elect Sean Flaherty is a 23 year-old Democrat from Scarborough, Maine. He defeated a well known and highly respected Incumbent by a vote margin of 56%-44% in a town where Republicans outnumber Democrats by more than 6%. Although the history isn't complete, Flaherty is believed to be the first ever Democrat to represent District 127 in the Maine State House, and credits Facebook and the internet as key tools in his campaign strategy.
Learn more about Rep.-Elect Flaherty at his website www.SeanFlaherty.org or on Facebook by searching for "Sean Flaherty For Scarborough"
