Win or lose, Barack Obama’s candidacy represents an historic shift in how Americans view themselves, each other, and their place in the world. -Charles R. Johnson

America is voting right now in an historic election. The polls begin to close in twenty minutes. I’m proud to have cast my vote this morning, along with many other folks in Boulder. This is a passionate place to live; it’s also a compassionate place. From this place, I’d like to share some of what I’ve learned from watching the run up to the election and how you can apply what we’ve seen to your social media life online.

Compassion: It matters online more than you think

Last night I became embroiled in an argument about design that went far into the night. Without going into too many details (in order to protect the innocent) it boiled down to one designer chastising another about the “rules of engagement” in the design world. As far as I’m concerned, there are no hard and fast rules, only guiding principles, in design. But one thing was for sure, the more senior designer went about the exchange in a harmful manner. He berated the younger designer in a scathing email that included a legal threat at the end. In red ink.

In his defense, the follow-up email was very friendly and apologetic, but to my mind, the damage has already been done. You have to lead with your heart. In all you do. Violence in an email, a comment, online or offline, is violence. When it’s in your heart it permeates all you do. The opposite is also true, as we’ve seen with Obama’s stumping.

Living for good, rather than against something you don’t believe in

I was at a hostel in Sevilla, Spain when an argument broke out about why Canadians wear Canadian flags to distinguish themselves from Americans while traveling. “We don’t want people to mistake us for Americans!” two of the Canadians declared. This set the room up for a fight. Suddenly, the room was divided: Why would you not want to be seen as American? What’s wrong with America? America’s better than Canada!

On and on it went with the Canadians holding their ground. They defined themselves in opposition to America, rather than celebrating the special things about being Canadian. Had the flag been emblematic of all they loved about Canada, it wouldn’t have been a fight. Instead, it was in opposition to something they held deep-seated (perhaps ignorant) beliefs about.

This isn’t theoretical and it might be one reason that I connect with Obama more than McCain. Obama has led an uplifting, inspiring campaign that has focused on energizing America. McCain’s campaign has been a sad show by comparison. The people I’ve heard talking about Obama are proud to be voting for him…the folks I hear talking about McCain (including my grandparents) made it clear they are voting against Obama, rather than for McCain.

I live my life for the people and causes I believe in. Living against something would be an exercise in futility and an act of violence towards myself and others.

Loose connections are the future - the village is back with a brand new invention

It’s naive to think that the people you meet online will stay “out there” forever. The likelihood you will meet people you talk with online is good. And even if you leave an anonymous comment of anger in haste, shoot off an email that is cruel or offensive…it effects all of us. It reflects outwardly the violence you have within. This is true for both parties.

Do both candidates have personal brands? Better believe it. Regardless of policies, many folks are voting on their connection with the brand. Loose connections matter very much in this election.

Loose connections also matter very much to your life in social media.

Regardless of how this election goes, Barack Obama has said and done a lot that we as social media experts-in-training can take away as lessons:

1. Keep it positive
You don’t have to engage every angry commenter or sock puppet that comes along. Pour your energy into what’s working. Grow the world around you (as this wordle shows, Obama did just that, from the beginning).

2. Talk about what you know about
I think Obama has stayed away from topics that he doesn’t know a lot about…but then he learns to fill in the gaps. I think he’s an enemy of ignorance; we should strive to be the same.

3. Find a mantra, a slogan…repeat it
Hope. Change.

Those are the two words I remember from Obama’s campaign. What are your words?

4. Draw on similarities, not differences

We’re all connected and this election has reminded me of that. The world is watching, listening and impacted by the race. Obama has drawn parallels between himself and citizens everywhere. That global connection is important to our brands as well.

5. Tell stories. We all do. What’s yours?
Perhaps the most compelling moment of the campaign for me was listening to Obama tell this story on the night before the election. He excels at isolating moments and telling them in a compelling way. This takes practice. And it’s worth it.

Whichever way this election goes, let’s take what we’ve learned and use it as training grounds in our own life. This is fertile soil we’ve got here. Let’s capitalize on that. Plant good seeds and what you grow in your neighborhood, online, in your business, in your family…the impact of that will be felt everywhere.

I’ll be doing the same.