Love him or hate him, or even his video for that matter, Giambrone’s campaign in my opinion has demonstrated the best understanding of social media of all major campaigns in the race so far. Sure the video content is doesn’t necessarily paint Giambrone looking mayoral but it has been seen by over 30,000 people in just over a day. Compare with George Smitherman’s official launch video on his youtube page with closer to 500 people, or Rocco Rossi’s Empire Club speech with around 400 viewers over a considerably longer period of time.

A lot of folks are debating the content, whether Giambrone struck the right cord or not, but this early in the game the ’say anything you want about me, but spell my name right’ approach to public relations applies. For a Mayor’s race getting out there and getting noticed is a good first start.

Even if you’re Rocco Rossi and you’re suggesting it is a stunt unworthy of a campaign that should be about policy, the cold hard reality that Giambrone’s team was able to make a video go viral and get their unedited message (regardless of content or quality) to a group that big that quickly AND get traditional media coverage of the whole thing should have you taking him more seriously than you did before.

If you’re George Smitherman – you need to be worried Giambrone will be able to excite the 30,000 or so folks who tuned in in the first 24 hours, because they are an audience you surely need to be able to reach out and win over as well if you’re to maintain a commanding lead.

Finally if you’re Joe Pantalone, your ability to be the main candidate for progressives and those on the left of the spectrum could prove to be a lot more difficult as the new media types that have tuned into watch are a constituency you need to reach if you’re to compete.

Giambrone’s video is certainly not a game changer and likely doesn’t put him any closer to sealing the deal, but it surely will create a good turn out for his launch, and allow him to connect better with individuals early, making it easier to get his message out, unfiltered to a larger audience than the other big name candidates in the race.

At the very least it makes the case for an exciting race to come.

Would you like to comment? Please feel free to visit the Contact page on my site and contact me. Click subscribe if you would like to receive daily updates from http://laforet.ca in your inbox.