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  2. 2. Connecting peopleShare viewsPublicly engage in a discussion
  3. 3. Methods and Results• #, @ and RTs• Over 400,000 tweets• More focus on the political leaders rather than the issues• http://www.youtube.com/watch? v=tpN7VCzDTdg&feature=related (4.44)
  4. 4. Continued• 50% of tweets consisted of @ replies or manual RTs• Leaders did not take full advantage of the communication opportunity• More a platform for discussion
  5. 5. Obama 2008 Campaign “The Facebook Campaign”1. Message2. Target Audience46% of Americans used the web for news about the campaign3. ConnectIn 2008 Obama became the most followed person on Twitter (Duncan, 2008)4. NurtureEach social network site centered around involvement and participation5. Ask for the Vote
  6. 6. Obama vs. McCain (Metzgar and Maruggi 2009) Obama McCain 2,379,102 620,359 112,474 4,603 18 million 2 million http://www.youtube.com/user/BarackObamadotcom http://www.youtube.com/watch?v=SsV2O4fCgjk
  7. 7. 2012 US Campaign (Dailey, 2012) Obama RomneyFB Likes +1 million +600,000Re-Tweets +150,000 +8,000YouTube +830,000 +390,000
  8. 8. Conclusion Campaigns should be leveraging social media to communicate their messages with the target audience but also keep the traditional campaign techniques.http://www.youtube.com/watch?v=QKbziodzimo
  9. 9. Activity• Split the room down the middle:-Half the room will be journalists, the other half the general Australian online public• We want you to react the way your group would do so in the following situation, using the Twitter format of 140. Add #landvotes and @reply or re-Tweet at least one other Tweet made by someone else.• Pretend it’s the lead up to a federal election in our fictional country “land”, it’s John Smith up against Jane Jones once again. During the public debate John Smith swears. Not in a derogatory way towards anyone in particular, he simply says the F-word. He is talking about his views on the National Broadband Network, and how they should be scrapped to pay aid to those affected by the Queensland floods (a statement he actually made in February 2011).
  10. 10. References• Bruns, A. and Burgess, J. 2011. How Twitter covered the 2010 Australian federal election. Communication, politics and culture, Vol. 44, No. 2, pp. 37-56.• Dailey, K. 2012. Romney v Obama on Twitter, Facebook and YouTube, BBC News Magazine, August 15.• Duncan, T. 2008. Obama08 leveraged Twitter to drive traffic to their website and help win an election, Part 1-Obama08 Twitter Marketing strategy. Obama 2.0 Marketing, November 8.• Fraser, M. And Dutta, S. 2008. Obama’s win means future elections must be fought online. The Guardian, Nov 7.• Metzgar, E. And Maruggi, A. 2009. Social media and the 2008 U.S. presidential election. Journal of new communications research, Vol. 4, Issue. 1.• Miller, C. C. 2008. How Obama’s internet campaign changed politics. The New York Times, Nov 7.• The Dragonfly Effect, How Obama won with social media. http://www.dragonflyeffect.com/blog/dragonfly-in-action/case-studies/the-obama- campaign/