The Republican National Committee on Monday began what leaders described as a significant overhaul of its digital strategy, NBC News reported.
Mike Shields, chief of staff for the RNC, told NBC he’s begun the work of “fundamentally restructuring” the organization’s use of technology, an area wherein the GOP has lagged behind Democrats in recent elections. The effort by the RNC to restructure its digital strategy is a centerpiece of the “Growth and Opportunity Project,” a report spearheaded by chairman Reince Priebus that details the party’s failures in the 2012 elections.
But Shields was vague when asked for details on how the RNC intends to revamp its efforts on the digital front. From NBC:
Shields was reluctant to divulge any specifics of the RNC’s new commitment to digital efforts, but said it would be far broader than any simple social media campaign. The RNC also intends to take its new tech operation on the road, to showcase the party’s new capabilities for state parties, campaigns and activists.
“By first combining digital, data and tech, you are creating synergy in all of those areas based upon what data you are creating and what it tells you about voters,” he said. “But further, by putting that entire department at the center of the organization, you are making your fundraising pitches better and your voter contact much better to ultimately help you win elections.”
