Investing Resources

Below is an interesting graphic that illustrates the impact / reach of campaign websites within the activist community, via DailyKos. I know the DK readership is not exactly representative of the electorate as a whole, but technology is certainly empowering them to be a vocal bloc to be reckoned with. My question is what are the campaigns doing to reach out to this audience? Each of the majors have spent a ton of cash and (more importantly) a ton of time on their websites. Yet, they continue to play a limited role in actually helping their candidacy, merely speaking to their base of core supporters.
























At what point will the campaigns figure out how to use their site to reach out to non-supporters, activists, and other influencers?