{"id":90637,"date":"2007-09-04T00:00:01","date_gmt":"2007-09-04T05:00:01","guid":{"rendered":"https:\/\/alpha.pewresearch.org\/pewresearch-org\/2007\/09\/04\/fred-thompsons-campaign-web-site-was-already-in-full-swing\/"},"modified":"2024-04-14T04:16:33","modified_gmt":"2024-04-14T09:16:33","slug":"fred-thompsons-campaign-web-site-was-already-in-full-swing","status":"publish","type":"post","link":"https:\/\/alpha.pewresearch.org\/pewresearch-org\/journalism\/2007\/09\/04\/fred-thompsons-campaign-web-site-was-already-in-full-swing\/","title":{"rendered":"Fred Thompson\u2019s Campaign Web Site Was Already in Full Swing"},"content":{"rendered":"

Updated September 7, 2007<\/h3>\n\n

Now that he has formally announced his run for President, former Senator Fred Thompson can finally behave in all ways like a candidate. He can begin to plead for votes, advertise, engage in full-fledged fundraising, and more.<\/p>\n\n

But in one realm of politics\u2014the online world where the candidates are moving rapidly, voters are flocking, and federal regulations are struggling to catch up\u2014the change may not be so dramatic. The biggest change in Thompson’s Web campaign since the announcement is a change of the url address. Formerly www.imwithfred.com, the site’s new address, www.fred08.com<\/a>, demonstrates a clearer purpose. Another change is that before entering the site, visitors now face an initial invitation to “join” his campaign.<\/p>\n\n

Even before Thompson officially entered the race, however, the Web site of the sometime lawyer\/lobbyist\/politician\/actor already looked and functioned much the same as those of the 17 other presidential candidates who had announced. Some critics even complained he was taking advantage of loopholes in federal law.<\/p>\n\n

A detailed content analysis of Thompson\u2019s site on the eve of his entering the race found that it was already among the most sophisticated of anyone running, and still is. It exceeds all of his GOP rivals in interactivity and was notably active in fundraising. It also clearly tries to position him as a conservative heir to Ronald Reagan.<\/p>\n\n

Only one item is notably absent\u2014and perhaps as an actual candidate Thompson may feel this has to change: To date, Thompson\u2019s site is the only one that does not reveal where he stands on any issues.<\/p>\n\n

[1]<\/p>\n\n\n

[2]<\/p>\n\n\n

Indeed, Thompson has relied heavily on the Internet as a megaphone to generate buzz, gain supporters, and raise money. How developed is his online campaign? How does his “non candidate” Web site compare with those of the declared candidates? How do you run for president online when federal rules limit you from doing so in the conventional world?<\/p>\n\n

[3]<\/p>\n\n\n

Like those of other candidates, Thompson\u2019s site offers several ways for potential voters to engage with him online and learn of his latest appearances. He has a collection of Web videos that he even brands under the menu heading, \u201cFredCast.\u201d He also has a blog, the \u201cFred File,\u201d which invites user comments, usually upwards of 100 per post, though you must be a \u201cfriend of Fred\u201d to view or post comments. He also has an active \u201cnewsroom\u201d with press releases from the campaign and a collection of mainstream news articles focusing on Thompson\u2019s unofficial bid for the presidency.<\/p>\n\n

No presidential candidate Web site in 2007 would be complete without offering supporters a chance to get involved. And the non-candidate Thompson is no exception. The site showcases a \u201cVolunteer HQ\u201d among the menu options, as well as a prominent invitation to \u201cMake It Happen.\u201d Here, Thompson encourages supporters to \u201cDonate to Fred,\u201d \u201cRaise Funds,\u201d \u201cTell a Friend,\u201d \u201cHost\/Attend Parties\u201d and \u201cSpread the Word.\u201d<\/p>\n\n

It is these kinds of activities that critics argue evade the rules. Lane Hudson, known for helping publicize the e-mails from former Rep. Mark Foley (R-Fla.) in last year\u2019s page scandal, has filed a formal complaint<\/a> with the FEC.<\/p>\n\n

Thompson accomplished his voter involvement activities online without ever explicitly stating that he is running for president or asking for votes. He didn\u2019t have to. Instead, the site lets his online supporters do the campaigning for him by networking with each other.<\/p>\n\n

Thompson\u2019s site is also distinguished by the fact that he uses it to help citizens register to vote. In June, when PEJ analyzed the sites of the declared presidential candidates, only four of the then-19 candidate sites offered voter registration information. Not only does Thompson offer this practical feature, but he even devotes one of his ten menu tabs to it.<\/p>\n\n

[5]<\/p>\n\n\n

\n<\/p>\n\n

Number of Opportunites to Engage and Participate onWeb sites<\/strong><\/p>\n\n

\n

\"\"<\/figure>\n<\/p>\n\n

\n<\/p>\n\n

It is harder to tell how successful he has been at some of these engagement activities. As of the end of August, for instance, Thompson had attracted 5,100 My Space \u201cfriends\u201d who had signed up to interact with his non-campaign and other supporters. That number would put him at the bottom of all the candidate sites examined, ahead of just Tom Tancredo, Mike Huckabee, and former candidate Jim Gilmore. By contrast, the top social networking candidate back in June, Barack Obama, had more than 100,000 \u201cfriends.\u201d<\/p>\n\n

In dollars raised, Thompson\u2019s numbers online are better than his social networking tallies. According to IRS reports, Thompson raised $3.45 million in June, of which nearly a quarter ($772,000) was raised online. His home page has three different places for visitors to donate or contribute, which is about the same as other candidates. Again, the difference is that the other candidates have filed with the FEC and Thompson has not.<\/p>\n\n

Thompson\u2019s site is also similar to other candidates in that it features his personal story. Thompson\u2019s biography is broken into four sections\u2014 \u201cGrowing Up,\u201d \u201cThe Early Years,\u201d \u201cLegislation\u201d and \u201cFred Today\u201d\u2014which taken together emphasize his leadership. The five most-frequently used words in his biography are Senate, committee, American, state and Tennessee.<\/p>\n\n

But unlike the Republican candidates leading in the polls, Thompson does not shy away from using the word \u201cconservative.\u201d In June, we found that only four of the then-11 GOP candidates even mentioned the word, all together using it just eight times. Thompson\u2019s site, in contrast, uses it repeatedly, four different times. He also leans on former president Ronald Reagan\u2019s popularity twice to express the conservative icon\u2019s positive influence on his politics.<\/p>\n\n

But when it came to where he wanted to take the country if elected, Thompson\u2019s site was really just \u201ctesting the waters\u201d and with only one toe.<\/p>\n\n

In the June study, all other candidates featured\u2014usually across the main navigation bar\u2014Web pages delineating their position on a host of issues. Most of the candidates highest in the early polls offered their stances on six to twelve different matters facing the country. And, all 19 candidates explained their views on the war in Iraq.<\/p>\n\n

On the Thompson site, issues are non-existent. The only stance Thompson articulates at all is his take on the notion of federalism. And it is referred to not as an issue but rather as a \u201cprinciple.\u201d<\/p>\n\n

This may be luxury that won\u2019t last now that Thompson has entered the race. He will now campaign face-to-face with voters and interact with journalists, both of whom may want to know what he believes and proposes to do if elected. What is changing is that Thompson\u2019s candidacy, and perhaps his Web site, can no longer offer the promise of the alternative candidate who has not yet fully entered the fray.<\/p>\n\n

Candidates and the Issues<\/strong><\/p>\n\n

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
<\/td>\nIraq<\/td>\nSecurity<\/td>\nHealth Care<\/td>\nEnviron & Energy<\/td>\nEconomy<\/td>\nEthics in Wash<\/td>\nAbortion\/ Values<\/td>\nEducation<\/td>\nImmigration<\/td>\nFederalism<\/td>\n<\/tr>\n
Biden<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/td>\nX<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
Brownback<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\nX<\/td>\n<\/td>\nX<\/td>\n<\/td>\n<\/tr>\n
Clinton<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
Cox<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/tr>\n
Dodd<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/td>\nX<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
Edwards<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
Gilmore<\/td>\nX<\/td>\n<\/td>\n<\/td>\nX<\/td>\nX<\/td>\n<\/td>\nX<\/td>\n<\/td>\nX<\/td>\n<\/td>\n<\/tr>\n
Giuliani<\/td>\nX<\/td>\n<\/td>\n<\/td>\n<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
Gravel<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/tr>\n
Huckabee<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/tr>\n
Hunter<\/td>\nX<\/td>\n<\/td>\n<\/td>\n<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/tr>\n
Kucinich<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/tr>\n
McCain<\/td>\nX<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\nX<\/td>\n<\/td>\n<\/tr>\n
Obama<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/tr>\n
Paul<\/td>\nX<\/td>\n<\/td>\n<\/td>\n<\/td>\nX<\/td>\n<\/td>\nX<\/td>\n<\/td>\nX<\/td>\n<\/td>\n<\/tr>\n
Richardson<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/tr>\n
Romney<\/td>\nX<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/tr>\n
Tancredo<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/tr>\n
T. Thompson<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\nX<\/td>\nX<\/td>\nX<\/td>\n<\/td>\n<\/tr>\n
F. Thompson<\/strong><\/td>\n\n<\/strong><\/td>\n\n<\/strong><\/td>\n\n<\/strong><\/td>\n\n<\/strong><\/td>\n\n<\/strong><\/td>\n\n<\/strong><\/td>\n\n<\/strong><\/td>\n\n<\/strong><\/td>\n\n<\/strong><\/td>\nX<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n\n
<\/div>\n\n
SITE PROFILE<\/strong> (See all candidate site profiles<\/a>)<\/div>\n\n

Fred Thompson (R)\n<\/strong>former Senator, Tennessee\nhttp:\/\/www.imwithfred.com\/<\/a><\/p>\n\n

\"\"<\/figure>\n\n\n\n\n\n\n\n\n\n
\n

Top 5 Words in Bio<\/strong><\/p>\n<\/td>\n<\/tr>\n

\n

Senate<\/p>\n<\/td>\n<\/tr>\n

\n

Committee<\/p>\n<\/td>\n<\/tr>\n

\n

American<\/p>\n<\/td>\n<\/tr>\n

\n

State<\/p>\n<\/td>\n<\/tr>\n

\n

Tennessee<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n

\n<\/p>\n\n

\n<\/p>\n\n

\n<\/p>\n\n

\n<\/p>\n\n

\n<\/p>\n\n

\n<\/p>\n\n

[6]<\/p>\n\n\n

\n<\/p>\n\n

\n
\n

\n<\/p><\/div>\n<\/div>\n\n

\n
\n<\/div>\n\n
<\/a>Footnotes<\/strong>\n
1. This term, as defined by the Federal Elections Commission, is an exemption allowed to individuals who are exploring \u201cthe feasibility of becoming a candidate\u201d without actually declaring their candidacy and following the federal campaign regulations. This is different from an \u201cexploratory\u201d status that other candidates have used for extended periods. To see when the testing-the-waters exemption no longer applies, please see http:\/\/www.fec.gov\/pages\/brochures\/candregis.shtml<\/a>.<\/div>\n
2. 11 CFR 100.26 of the Federal Election Commission regulations define public communication by means \u201cof any broadcast, cable, or satellite communication, newspaper, magazine, outdoor advertising facility, mass mailing, or telephone bank to the general public\u2026\u201d and specifically state that public political advertising does not include \u201ccommunications over the Internet, except for communications placed for a fee on another person\u2019s Web site.”<\/div>\n
3. Since the date of our full study of the 19 officially declared presidential candidates, Tommy Thompson and Jim Gilmore have exited the race. Therefore, there are actually 17 candidates.<\/div>\n
4. The analysis of Fred Thompson\u2019s Web site took place on August 22-24. Content updates were monitored for the week of August 13-17.<\/div>\n
5. In the PEJ study,\u201cElection 2008: Candidate Web Sites, Propaganda or News?”<\/a>, we identified the presence of six participatory features. We summed them to create a scale from one to six, with six being the highest. These six features include: user comments on campaign blogs, opportunity to establish citizen-initiated blogs, fundraising, community events, voter registration information and social networking sites.<\/em><\/div>\n
6. Since the date of our full study of the 19 officially declared presidential candidates, Tommy Thompson and Jim Gilmore have exited the race. Therefore, there are actually 17 candidates.<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"

Now that Fred Thompson has formally announced his candidacy for President, his live campaign can begin to match the vigorous cyberspace campaign he's been running for months. In a follow-up to a July 12 report on the Web sites of the other Presidential hopefuls, PEJ finds that Thompson’s full-service site is among the most sophisticated of anyone running–even before he had declared.<\/p>\n","protected":false},"author":186,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sub_headline":"","sub_title":"","_prc_public_revisions":[],"_ppp_expiration_hours":0,"_ppp_enabled":false,"ai_generated_summary":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"apple_news_api_id":"","apple_news_api_revision":"","apple_news_api_created_at":"","apple_news_api_modified_at":"","apple_news_api_share_url":"","apple_news_api_pending":"","apple_news_is_preview":false,"apple_news_is_hidden":false,"relatedPosts":[],"reportMaterials":[],"multiSectionReport":[],"package_parts__enabled":false,"package_parts":[],"datacite_doi":"","datacite_doi_citation":"","_prc_seo_qr_attachment_id":0,"spoken_article_player_enabled":true,"displayBylines":true,"footnotes":"","prc_watchers":[],"_prc_fork_parent":0,"_prc_fork_status":"","_prc_active_fork":0,"jetpack_post_was_ever_published":false},"categories":[275,46,52,339,58,274,39],"tags":[],"bylines":[2228],"collection":[],"datasets":[],"level_of_effort":[],"primary_audience":[],"information_type":[],"_post_visibility":[],"formats":[458],"_fund_pool":[],"languages":[],"regions-countries":[],"research-teams":[527],"workflow-status":[],"class_list":["post-90637","post","type-post","status-publish","format-standard","hentry","category-digital-news-landscape-2","category-election-2008","category-election-news-2","category-election-news-1","category-politics-media-2","category-politics-online","category-us-elections-voters","bylines-niki-woodard","formats-report","research-teams-journalism"],"label":false,"post_parent":0,"word_count":1572,"canonical_url":"https:\/\/alpha.pewresearch.org\/pewresearch-org\/journalism\/2007\/09\/04\/fred-thompsons-campaign-web-site-was-already-in-full-swing\/","art_direction":false,"_embeds":[],"watchers":[],"table_of_contents":[],"report_materials":"","report_pagination":{"current_post":null,"next_post":null,"previous_post":null,"pagination_items":[]},"parent_info":{"parent_title":"Fred Thompson\u2019s Campaign Web Site Was Already in Full Swing","parent_id":90637},"materialsOrdered":[],"chaptersOrdered":[],"partsOrdered":[],"partsEnabled":false,"datacite_doi":"","prc_seo_data":{"title":"Fred Thompson\u2019s Campaign Web Site Was Already in Full Swing","description":"Now that Fred Thompson has formally announced his candidacy for President, his live campaign can begin to match the vigorous cyberspace campaign he's been running for months. 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