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Social Media And Politics (12/1/08)
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Social Media And Politics (12/1/08)



Presentation at Schulich School of Business at York University on Social Media and Politics.

Presentation at Schulich School of Business at York University on Social Media and Politics.



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Social Media And Politics (12/1/08) Social Media And Politics (12/1/08) Presentation Transcript

  • Social Media and Politics Omar Ha-Redeye AAS, BHA(Hons.), CNMT, RT(N)(ARRT), J.D. Candidate Schulich School of Business Dec.1, 2008
  • Who Here Uses Social Media?
    • MySpace ( www.myspace.com)
    • Flickr ( www.flickr.com)
    • Digg (www.digg.com)
    • Delicious (del.icio.us)
    • LinkedIn ( www.linkedin.com)
    • Wikipedia (wikipedia.com)
    • Facebook ( facebook.com)
    • YouTube ( www.youtube.com)
    • Twitter ( www.twitter.com)
    • Blogs
  • Internet Users Around the World Source: Wikipedia (Image:Internet users en 2007.PNG)
  • Waiting for the Watershed
    • Television has been most powerful media to date
    • Research by Infoscape Research Lab at Ryerson University (2007)
      • Very small online audience
        • political videos, blogs and discussion groups
      • Influential group, but not representative of public
    • Waiting for the watershed moment
  • Blogging in Malaysia Can Get You Elected
    • Jeff Ooi, Malasian IT consultant, blogger, elected in 2008
      • Award winning, considered most influential blog in Malaysia
      • anti-government, targeted for libel suit
        • Concerns of indirect censorship
        • Calls for blogger registration
      • Still acknowledged need for traditional methods
    • Political parties advertise on blogs
  • Obamania Strikes
    • Hired well-known tech gurus
      • Chris Hughes (24), one of Facebook’s founders
    • Highly effective branding campaign
      • Messaging more important than message
    • Regular emails and messages
      • relationship building
  • Tracking Your Vote
    • Voters urged to report intimidation or irregularities
    • Concerns due to last two Presidential elections
  • A Victory for Social Media?
    • “ The first social media election”
    • Last US election (2004), most tools just emerging
      • YouTube just launched
    • Peer-to-peer content key for voter turnout
      • But not as high as expected
        • 122,294,978 in 2004 compared to est.122,842,626 (NY Times)
      • Different voters came out
  • Voter Turnout VEP = Voting Eligible Population VAP = Voting Age Population (Unites States Election Project, http://elections.gmu.edu/voter_turnout.htm)
  • Lowest Turnout in Canada. Ever.
    • 2008 est. 58% to 59.1% . 
    • breaks the all-time record low of 61% in 2004. 
    • excludes 1898 referendum on prohibition of alcohol, 44.6%
    • Concern this is not a “life-cycle” effect
    • lifetime of self-imposed disenfranchisement
  • Use by Political Parties in Canada
    • Official Party content only
    • Supplemented by candidate sites/accounts
      • May or may not adhere to Party templates/ guidelines
      • Garth Turner caucus suspension (2006)
      Tories Liberals NDP Green Party Bloc Québécois Website X X X X X Facebook X X X     Flickr X X X     Twitter Account (English) X X X X X Twitter Account (French) X X X   X MySpace X X       YouTube Channel X   X X   Digg Account X         Friend Feed X   X   Blog           X Other     X    
  • Citizen Blogger Alliances
    • Blogging Tories (www.bloggingtories.ca/)
      • 300 blogs, avg. 3,000 readers/day
      • Gomery Inquiry, leaked to American blogger, publication ban lifted
    • Liblogs (www.liblogs.ca/)
      • Highly influential during Liberal Leadership
    • Blogging Dippers (bloggingdippers.org/join.php) Now: (http://www.newdemocratsonline.ca/)
    • Progressive Bloggers (www.progressivebloggers.ca/)
    • Green Bloggers – Dead (http://www.green-bloggers.com/)
  • Duplicating Obama’s Success
    • Opted out of public funding
      • First candidate to do so since post-Watergate laws in 70’s
    • Led to largest political fundraising ever
      • The $5 philanthropist
      • Raised $650 million, plus DNC funds
    • Social media essential for fundraising
    • Allowed him to out-advertise McCain
      • primarily on television; still primary media
  • Obama’s Social Media
    • Tapped into existing support communities
      • Requested control of largest Facebook group
    • Provided scoops to supporters
      • Text message on Biden choice before the press conference
      • Created value to users
    • Dominated social media outlets
      • Twitter
  • Twitter
  • Maintain the Relationship
    • Social media is an ongoing relationship
      • Ignore your supporters at your own expense
    • Post-election content that should have been posted
      • New website, change.gov
      • Weekly addresses on YouTube
  • YouTube Becoming Bigger than TV
    • NBC: “YouTube built on our ripped off content”
    • YouTube views have exceeded television viewership in the past
    • Broadcasters have fought back, enforcing copyright
    • Sarah Palin sketches on SNL
      • NBC.com: 2,304,539 views (according to NBC)
      • YouTube: 2,038,058 views (according to TubeMogul )
  • Handling Copyright Issues
    • McCain complained about YouTube yanking campaign videos too quickly
      • Refused to give special privileges
      • 2005 helped vote in the Digital Millennium Copyright Act (DMCA)
    • Notice-and-takedown (US) vs. Notice-and-notice (Can)
    • Amendment to the Copyright Act
      • Minister Jim Prentice violated song copyright in a YouTube video
    • Inconsistent messages?
  • Differences in Canada
    • Largely a publicly-financed system
    • Canadians finance federal political parties in three different ways:
      • tax deductions for donations to parties; 75% amount donated
      • direct refunds of some campaign expenses for candidates receiving over 10% of the vote
      • per-vote subsidy of presently $1.95 per vote
        • Proposal to reduce this amount in upcoming budget led to non-confidence crisis
    • &quot;cap and gap&quot; - upper limit on spending/ electorate
  • Traditional PR Tactics Still Apply
    • Important for marketers to continue being open, transparent
    • Palin Wikipedia entry “scrubbed” just before launched as candidate
      • 30 favourable changes to her bio
        • Forecasted her selection
      • Simultaneous changes by same user to McCain, with footnotes
    • Expect the bad comments with the good
  • Has the Watershed Moment Arrived?
    • Maybe
    • Social media has become indispensible as political tool
      • Primarily fundraising and organization
    • Two things are certain:
    • Social media will increase in importance in the future
    • Politicians cannot ignore the impact of social media
    • Traditional media and related tactics still dominate