In descending order of effective voter contact:
One on one in person
One on one by phone
One on one letter
One on one email
Active social media presence
A blast email
Do not overestimate what your website will do for you. It is a not a shining beacon luring people from around the internet with shiny objects and the smell of bacon. Few people besides your opponents or reporters will bother to look for it. You do need one though; think of your website as a reference.
Do not spend a great deal of time or money. It only needs:
A page about you
A page about your positions -not too much -just the basics in plain, well framed language. (Too much detail and you’ll end up misquoted on your opponents facebook page!)
A donation link
A link for people to volunteer
A contact link -NOT your personal email address.
Maybe a calendar of events. In intensely fought races, you may not want your opponent’s supporters to show up and mess up one of your events.
E-mails are another tool candidates overestimate. They’re great for followup, for keeping in touch with your voluinters and, if done correctly and with the right frequency, for fundraising.
Getting people to events and fundraising is best handled on the phone or in person with an e-mail followup.
This is such a deep subject that we’ll only deal with the basics here. In short, social media is only as good as the effort put into it. If you are not going to post everyday; if you are not going to monitor it continually; if you are not going to respond quickly, then don’t do it. If you have a staffer or volunteer do it, be sure you trust that person’s discretion.