Can Trayvon’s Killer Win With Social Media?

George Zimmerman's defense team is using the power of the Web to influence potential jurors.

George Zimmerman, center, with his lawyer, Mark O'Mara, right, at a pretrial hearing in April (Getty Images)
George Zimmerman, center, with his lawyer, Mark O'Mara, right, at a pretrial hearing in April (Getty Images)

(The Root) — Today I’m putting aside Washington politics to talk about political methods of another kind, in the upcoming second-degree-murder trial of Trayvon Martin’s killer, George Zimmerman. Instead of voters, Zimmerman’s attorneys are trying to sway potential jurors, and the extraordinary campaign could well succeed.

For the past year, the Zimmerman defense team has publicly shared every important development in the case through a website, Twitter account and Facebook page (which no longer exists). The attorneys communicate directly with their client’s detractors and supporters alike, posting messages to counter the contempt and what they consider to be falsehoods or to encourage donations to Zimmerman’s legal-defense fund. They have also released potential evidence portraying Trayvon as a violent menace, in support of Zimmerman’s claim that he was attacked by the unarmed teen and shot him in self-defense last year in Sanford, Fla.

In short, team Zimmerman has been putting on a defense, in the open for any potential juror to see, long before jury selection is set to begin on June 10.

Lead defense attorney Mark O’Mara of Orlando, Fla., has crafted an unprecedented strategy for a criminal case, straight from the communications playbook of an election campaign. Just as the family and defenders of Trayvon used social media and the Internet to build public pressure for Zimmerman’s arrest, his attorneys have used the platforms to gain an advantage in preparing his defense.

When the jury pool enters the courtroom, there won’t be a soul who doesn’t know something about the shooting, which occurred during an altercation between the 29-year-old Zimmerman, acting as a neighborhood-watch volunteer, and 17-year-old Trayvon. The question is whether their opinions were influenced by the defense or by Trayvon’s family and supporters.

“We don’t know what the jurors will see. Even in a perfect world, none of that extraneous stuff is supposed to matter, but it does,” says crisis-management specialist Eric Dezenhall, who advised attorneys representing Michael Jackson in a 2005 molestation trial in which the singer was acquitted. “The reason to engage in an online campaign is to assess a trending narrative: What do people believe? Do they believe Zimmerman is a trigger-happy racist? Do they believe Trayvon Martin is more menacing than his childhood pictures show? The defense team has to figure out what’s resonating.”