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Explaining Facebook's Pull for Palin

BY Nancy Scola | Wednesday, July 14 2010

Ben Smith points us to Michelle Cottle's piece for the New Republic arguing that Sarah Palin and Facebook (and to a slightly lesser extent, Twitter) are a match made in heaven, something Palin's smartly taken full advantage of:

Of course, unlike other categories of the rich and famous, political celebs (especially populist firebrands) cannot risk being seen as remote or out of touch. But here's where Palin's embrace of new media saves the day. Her perky, quirky tweets and chatty Facebook items make her fans feel as though they have a direct line to her—despite the oft-voiced assumption that Palin (like so many pols) does not write most (if any) of her own Facebook posts. Such is the beauty of social networking: It allows a public figure to avoid direct interaction with the public while promoting the illusion of personal connection and involvement.

The rest. As I noted earlier this week, Palin has been keeping on $6,000+/month retainer someone widely regarded to be a driving force behind her social media engagement. I would suggest, though, that there's slightly more to it. Palin's building a narrative about herself, her politics, her view of America, and supporting story telling is something social media is pretty good at.

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