The Fast Company Field Guide to Modern Political Campaigns

If 2008 marked the year that politics woke up to the power of online organizing, 2010 was the year that campaigns realized just how much support and money you could raise on the web. And yet, as odd as it might sound, consultants say that some candidates still prefer to throw their money at TV.

To those candidates -- and all candidates -- we familiar with the way media works in the online, social world offer this, your new field guide. 1) Don't mistake popularity on the social nets for likely success at the polls. 2) Do mine those national followers for support. 3) If your voters regularly travel outside of that area, follow them to where they are. 4) Look beyond traditional polls to see which way the wind is blowing. 5) Use Facebook to test your message(s). 6) Don't skimp on your AdWords buyer. 7) Use the cloud for organizing. 8) Beware the new dirty tricks. 9) Beware the dangers of viral videos. 10) Stay engaged on social media after the election's over.