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Pride PAC, A New Super PAC in San Francisco, Aims To Use Facebook To Rock The LGBT Vote For Obama

BY Sarah Lai Stirland | Friday, March 9 2012

As Slate put it this morning, the majority of Super PAC spending in the 2012 election cycle has extended the historical model of politicking by focusing on negative television advertising.

Ignoring this historical trend of what's worked for candidates in the past, two young entrepreneurs in San Francisco recently formed the Pride PAC, a Super PAC that's dedicated to raising money online, and to using social media and offline events to turn out the gay community across the country to re-elect President Obama.

Pride PAC's Founder is Marcus Lovingood, who for his day job is the founder of a movie production and social media movie distribution startup called Future Leap. Rose Dawydiak-Rapagnani is a freelance social media consultant who comes from a politically active family: Both her parents used to work in the San Francisco police force, and her mother once ran (and lost) a campaign to be a San Francisco City Supervisor in 2004.

The duo are using the fundraising and blogging platform Rally to solicit donations from grassroots supporters online, and will produce "webisodes" and other positive, promotional online media to gain attention and traction. Facebook, of course, is where they plan to find and build their base of supporters through paid advertising.

"The ability for us to send our ambassadors out and get people from the LGBT community to vote is going to show how a [Facebook] 'Like' can turn into a vote," Lovingood said.

Lovingood hopes that these Pride PAC ambassadors will volunteer to host events across the country to build support in the LGBT community for Obama's re-election. They'll also be asked to go out and register people to vote.

They launched February 13 and later held a small rally in front of San Francisco City Hall. They're just one of 364 groups that have registered across the country as SuperPACs, according to the Center for Responsive Politics, which has compiled a list of all of them on its site .