How Will Social Media Affect the Election of 2012?
How will Social Media affect the2012 Election?By: Shannon Roche Free Powerpoint Templates Page 1
Introduction-Social media is a huge part of society today.-Plays a huge role in people’s personal and social lives.-Also used for professional reasons. Free Powerpoint Templates Page 2
Who can we learn from?• President Barack Obama is known to be the “creator” of political social media.• A company’s CEO quoted on the company blog >>> “The sheer scale of the President Obama’s social media marketing platform is huge and could benefit the Democrats for years to come even after the elections and his presidency.” Free Powerpoint Templates Page 3
What influences people to vote? •commercials •billboards • articles •newscasts •radio •interviews •fliers •interest groups Free Powerpoint Templates Page 5
The Issue of Non-voting•One reason people don’t vote isthat they feel uneducated. Socialmedia helps with this because itexposes some candidate info.•Another reason some peopledon’t vote is that they simplyforget. Social media helps remindusers to vote by showing thattheir friends voted viastatuses/tweets or even PSA’s viacandidates social medianetworks. Free Powerpoint Templates Page 6
Watch out for group think!With sites such as Facebook and Twitter, usershave the opportunity to “friend” or “follow” acandidate or “like” a candidate’s page. This can cause a “group-think” mentality where the user feels a sense of belonging to the group they are a part of because all members are in support of the candidate together. Users can also “follow” or “friend” news channels such as Fox news and CNN. Free Powerpoint Templates Page 7
What can go wrongAnother case in which social media can be challenging for a candidate is if acandidate’s words get taken out of context and the twisted phrase goes viralvia social media. For example, when Mitt Romney spoke about how thelower class has safety nets and the upper class can fend for itself, peopletook the statement as Romney stating that he only cares about the middleclass. There were several tweets, blog posts, and status updates on thestatement with wording similar to “Romney doesn’t care about the lowerclass”, or “Romney admits he will be focusing on the middle class”. Free Powerpoint Templates Page 8
Targeting your audience with social media•The 2008 election is rememberedto have pushed African Americansand young people to vote.•In the Canadian election, youngvoters were told to “do theunexpected and vote.” Social media presents these political requests in creative ways such as viral messages and entertaining memes. Free Powerpoint Templates Page 9
Examples of social media used during election time Viewing Foursquare check-ins from political rallies or conventions influences the viewer to get more involved in his/her political action and personal vote. During election times, official campaign ads flood the YouTube channels. Independent political ads go viral as well. QR codes are beneficial because they allow the candidate to connect with the public easily. Anything that a user can access on their mobile phone is very popular during election time because the public prefers quicker methods of finding info. Free Powerpoint Templates Page 10
Related theories•3rd party credibility relates because social media channels, such as acandidate’s Facebook page, act as a voice for the candidate and attemptto accurately represent them.•The systems theory relates because there is a relationship between thecandidate (organization) and the public/voters (subsystem).•The 2-step flow theory relates to the fact that messages or ideas gothrough an opinion leader before they reach the public and biased newsnetworks such as CNN or Fox news (via social media) act as opinionleaders about political topics related to the election.•2-way communication is a prevalent theory related to social media’seffect on the election because candidates can give the public a message.An example would be “follow me on Twitter” and if the public respondswith an action like “re-tweeting” a candidate, then there is 2-waycommunication present. Free Powerpoint Templates Page 11
PR Relevance-Social media’s role in the election relatesclosely to public relations because PRaims to change the opinion of the publicand that is the same goal of social mediaduring the presidential campaign.-PR practitioners try to convince thepublic of their brand, product, or ideaand the elections are all about whichcandidate can best influence andpersuade the public. Free Powerpoint Templates Page 12
Conclusion-There is no doubt that social media has a hugepart in the outcome of the presidential election.-I agree with experts’ view that Obama“introduced” campaign social media in 2008.-We must remember that when there are greatbenefits to something, there may also be greatthreats: a threat within this topic is the danger ofa candidate having negative or false informationabout them going viral.- After the conclusions of a variety of research, Ibelieve that if a candidate doesn’t haveoutstanding social media networks, it can costthem the entire election. Free Powerpoint Templates Page 13
ReferencesD Laurion. (2012, January,4) Republicans seriously trailing democrats in social media marketing. Retrieved from http://blog.ovrdrv.com/republicans-seriously-trailing- democrats-in- social-media-marketing/Reilly, I. (2011). "Amusing Ourselves to Death?" Social Media, Political Satire, and the 2011 Election. Canadian Journal Of Communication, 36(3), 503-511. Unknown Author. (2012). 5 ways social media could impact the 2012 election. Retrieved from http://socialmediamagic.com/blog/5-ways-social-media- impact-2012-election/ Free Powerpoint Templates Page 14
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