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Deploying the newest tech tools is old hat in the modern campaign, but now Deeds has tapped Barack Obama's text messaging chief and Hillary Clinton's head of social networking to help him make inroads in his run for governor.
Much of the coverage is on tweets the candidate has offered on the music to which he listens as he travels from place to place and as a break from the inevitable and seemingly interminable task of fundraising phone calls:
"Back into the afternoon routine. Soutside Johnny and the Asbury Jukes keep me smiling and dialing," Deeds wrote in a quickly typed March 30 Twitter post, which was retweeted to his Facebook page. "Back on the road. The Who will provide the sound for awhile then will flip to some Dead," he wrote later.
By the next day he was on to Derek and the Dominos, the Band, the Cranberries and Joe Cocker, and his smiling mug was on Facebook pushing for $25,000 by midnight. His play-by-play in April moved from a soulful rendition of "Wild Horses" by the Flying Burrito Brothers to Lucinda Williams and Marvin Gaye. Yesterday, it was Bruce Springsteen, Merle Haggard and "Pizza Deliverance" by Drive-by Truckers.
"He's fallen in love with the Twitter," said communications director Brooke Borkenhagen. "We've unleashed the beast a little bit with that.
Deeds is trying to reach out to the younger generation, and of course he is also trying to win, and the new tools of technology are an inevitable part of both. They are part of the overall plan. Scott Goldstein, who is described as having headed mobile outreach for Obama last year, first worked with Deeds in 1999, and suggests that such mobile outreach can increase the turnout of new voters by 4%.
And the candidate?
"I'm not really sure you can be too earnest," Deeds said. "Maybe I'm underestimated precisely because of my personality. But I'm rarely outworked. I'm going to look for votes wherever I can find them."