by Alonso Chehade on July 26, 2011
As Immigration Reform continues to be one of the hottest political debates, I decided to do a comparison of the online efforts between the top organizations from each side of the debate. Considering that 85% of all searches start online with a query in Google or another search engine I picked the contenders based on their ranking when searching for “immigration reform” which led me to the following organizations: Reform Immigration for America (Pro-) and FAIR (Anti-).
FAIR, an organization well known for its opposition to the Obama administration’s agenda for immigration reform, currently dominates the search engines for the term “immigration reform” placing 1st against its competitor Reform Immigration for America (RI4A), a pro-migrant umbrella organization placing 5th for the term respectively. The graph below shows how FAIR’s site receives more traffic than RI4A’s site. Top results on Google get 36.4% of clicks so that means that many Americans looking to educate themselves on the topic will potentially end up on FAIR’s site first.
Both organizations have a Facebook page set up with RI4A’s page leading with 49,246 subscribers against FAIR’s page with 29,162. Both accounts seem to be fairly active at keeping their members engaged.
On Twitter RI4A’s account also leads with 3,598 followers, against FAIR’s account with 3,193 followers. However FAIR is leading on keeping more accounts to react to their tweets (RTs, mentions, and replies) measured by influence metrics through Klout in which RI4A has 51 points against FAIR with 52 points.
As the digital battle continues to push different agendas for Immigration Reform, both organizations are taking advantage of the web to organize their members through online petitions to pass or stop new legislation or to garner support for new programs as soon as they are introduced. It is very clear that both organizations have invested resources in the “online” space.
RI4A seems to be doing better at organizing on social than the anti’s. However as far as generating and catching traffic, FAIR leads as the first source of information when searching for immigration reform. Taking in consideration that both are already doing a great job at organizing their current members, FAIR wins for capturing undecided voters or new traffic from those who are looking to learn more about the topic.
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