Social Media And Politics (12/1/08)


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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)

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