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Have a message, know where to find your target audience, 46% of Americans said they used the web for news about the presidential campaign, connect with them, Obama could connect with them as he became the most followed person on twitter in 2008 nurture the relationship, then ask for the vote Same as old school campaigning but it has just progressed with the technologies. Campaigns need to change with the technologies
These figures come from a paper on the 2008 presidential elections. It shows how each candidate used social media outlets. The official campaign videos on this site were watched for a total of 14.5 million hours, this amount of TV hours would have cost the campaign $47 million
It has been noted than when it comes to social media the campaigns parties are more interested in the media side than the social side. Each candidate tries to reach as many constituency groups as possible but cannot open social media as a 2 way channel to engage with every follower as they would be inundated with messages and questions. The content Obama publishes online receives significantly more attention than Romney’s. Obama;s online campaign paid off last year with some people believing that if it wasn’t for social media Obama would not have won the 2008 election. We wont know till November whether popularity of political social media sites will translate to popularity in the polls. Meanwhile
#AUSVOTESHOW TWITTER COVERED THE 2010 AUSTRALIAN FEDERAL ELECTION CATHERINE ALEXANDER Z3366676
Connecting peopleShare viewsPublicly engage in a discussion
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)
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
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
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
2012 US Campaign (Dailey, 2012) Obama RomneyFB Likes +1 million +600,000Re-Tweets +150,000 +8,000YouTube +830,000 +390,000
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
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).
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/