Elections and new media

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  • 1. Elections and New Media By: Will Bevin-Nicholls and Reza Fallah
  • 2. Introduction • Internet use has grown from 16 million users in 1995, to 2,749 million users in 2013 - and is continuing to grow. • Because of this it has become a key tool in elections all over the world, from India to the U.S.A. • Social media has allowed a flow of information more quickly, and widely than ever before. • The internet has changed political participation - it is now a lot easier to reach a wider audience.
  • 3. US Elections 2012 Source: http://i.huffpost.com/gen/822499/thumbs/o-PRESIDENTIAL-ELECTION-2012-facebook.jpg
  • 4. US election 2012 digital activities overview 4-17 June 2012 Source: http://www.journalism.org/2012/08/15/how-presidential-candidates-use-web-and-social-media/ Obama’s total Facebook page likes: 31.1m vs. Romney’s total Facebook page likes: 10.2m But its not about numbers, its about performance
  • 5. US election social media performance • Obama’s campaign has made far more use of direct digital messaging than Romney’s. • The economy may have dominated both candidates’ digital messaging, but it was not what voters showed the most interest in. • Neither campaign made much use of the social aspect of social media. • Obama’s digital strategy targets specific voter groups (18 different constituency groups, as it did four years ago,) to a greater degree than Romney’s (9 groups since August). • • Romney Makes Smart Use of Facebook Marketing. Obama appears on ‘AMA’ (Ask Me Anything) section on Reddit but dodges tough questions.
  • 6. The Obama 2012 re-election campaign • A database was created containing information about potential voters. • Potential voters were invited to join the Obama reelection site via Facebook and Facebook-Connect. • The Obama Campaign employed the use of new software known as Vote Builder. • By the end of the campaign, Obama had 22.7 million Twitter followers and 32.2 million • Facebook likes, compared to Romney’s 1.8 million followers and 12.1 million Facebook likes.Obama's 31.1 (in 2012) million Facebook fans.
  • 7. The Obama 2012 re-election campaign By the end of the campaign, Obama had 22.7 million Twitter followers and 32.2 million Facebook likes, compared to Romney’s 1.8 million followers and 12.1 million Facebook likes.
  • 8. The Obama leadership campaign • Young people dominate social media, but even if no one under the age of 30 had voted for Obama, he would have still won in every state but two. • The 'I voted today’ badge on Facebook during the leadership elections increased voting turnout buy around 5% - around 1 million extra votes. • The most effective way of increasing turnout is face to face canvassing, which increased turnout by about 8%. Source: http://paytonandco.files.wordpress.com/2012/01/socialitical-logo-final.png
  • 9. Indian general election 2014
  • 10. Indian general election 2014 • There are 62 million Indians on the social media, some 97 per cent of them are on Facebook. • The number of social media users is likely to grow to about 80 million by mid-2014 • social media could have a “high impact” on 160 of the 543 constituencies in the next election • Candidates use Facebook, Twitter, Instagram and even Google Hangout • Shashi Tharoor: “I think it can be a game influencer, but I wouldn’t go beyond that at this stage … social media happens to offer an additional way, not a substitute for any of the traditional means of campaigning." Is he right? sources: http://www.charleneli.com/2012/10/obama-vs-romney-in-social-media-whos-using-it-best/ http://www.journalism.org/2012/08/15/how-presidential-candidates-use-web-and-social-media/
  • 11. The 2010 UK General Election Source: http://media.salon.com/2010/05/uk_election_update_tory_lib_dem_coalition_back_on_track-1280x960.jpg
  • 12. The 2010 UK General Election • • Named the 'social media election'. • Social media helped party activists to organize more efficiently. Software imported from the • U.S helped to create three times more face to face contact than the previous year. • Twitter became a core tool for both politicians and the media. • 600 candidates became active on Twitter with 198 members of the new parliament active still. • The Election normalized the use of social media as source material. A higher turnout was contributed to social and digital media – particularly amongst 18-24 year olds.
  • 13. The 2010 UK General Election • Although television remained the dominant medium – young people got most of their news • online. This increased its importance to newspapers and broadcast news. • People felt social media provided a more transparent election campaign. • • The rise of Political Blogs... ...And Facebook.
  • 14. Conclusion • Social media is a key to success in modern elections • Politics is becoming more and more involved with social networking • Its not about numbers • Facebook is not the dominating network in this area
  • 15. Thank you!