The Social Media Democracy: How Did Social Media Change the 2012 Election?

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  • Social media has been used by voters to variously express support and criticism of candidates, and served as a rumor mill and a platform for ridicule and controversy for the past year. Some news organizations have developed discussion forums and integrated social channels into their coverage, but have those impacted public perception? On the campaign side, the results of this election may demonstrate the value and effectiveness of one candidate’s social media strategy over the other's.
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The Social Media Democracy: How Did Social Media Change the 2012 Election?

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  2. 2. Social Media Today presents: The Social Media Democracy:How Did Social Media Change the 2012 Election? 2 Brought to you by
  3. 3. How to Participate• Submit your questions in the GotoWebinar presentation window• Follow along and share your thoughts on Twitter at #SMTlive 3
  4. 4. Our Moderator Robin Fray Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business, and is an advisor to Pivot and Social Week, and to the Society for New Communications Research. She also is a member of the International Rescue Committee’s Board of Overseers and is on the Charlottesville, Virginia local board of the IRC. Follow her: @robincarey 4
  5. 5. Our SpeakersAndria Krewson is the North Carolina correspondent for Columbia Journalism ReviewsSwing States Project. She is an independent journalist in Charlotte with nearly threedecades of experience in newspapers. Krewson is a student in the University of NorthCarolinas master of arts in technology and digital communication program. She worked atThe Charlotte Observer for many years.Twitter: @underoak Facebook: https://www.facebook.com/akrewsonAlan Rosenblatt is a social media and online advocacy strategist for the Center for AmericanProgress/CAP Action Fund. Alan taught the world’s first internet politics course at GeorgeMason University in 1995. He founded the Internet Advocacy Roundtable in 2005; teachesgraduate course on internet politics at Johns Hopkins, Georgetown, and American Universities;Twitter: @drdigipol Facebook: https://www.facebook.com/drdigipolKatie Harbath is a Manager for Policy at Facebook, where she focuses on political outreach. Priorto Facebook, Katie was the Chief Digital Strategist at the National Republican SenatorialCommittee. She previously led digital strategy in positions at DCI Group, the Rudy Giuliani forPresident campaign and the Republican National CommitteeTwitter: @katieharbath Facebook: https://www.facebook.com/katieharbath 5
  6. 6. For more info on The Swing States Project: http://www.cjr.org/swing_states_project/ 6
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  8. 8. Power of Paid and Socialhttp://blog.nielsen.com/nielsenwire/nielsen-news/trust-in-advertising-%E2%80%93-paid-owned-and-earned/ 8
  9. 9. Social Media and Voting 9http://pewinternet.org/Reports/2012/Social-Vote-2012/Key-Findings.aspx
  10. 10. Facebook Boosts US Voter TurnoutAbout 340,000 extra people turned out to vote in the 2010 US congressional elections because of a single election-day Facebook message, estimate researchers who ran an experiment involving 61 million users of the social network.Approximately 340,000 extra people turned out to vote in the 2010 US congressional electionsbecause of a single election-day Facebook message, estimate researchers who ran an experimentinvolving 61 million users of the social network. http://www.nature.com/news/facebook-experiment-boosts-us-voter-turnout-1.11401 10
  11. 11. Online Strategy Persuasion Points Online: Helping Harry Reid, One Click at a TimeA Commitment to Online Strategy • Nanotargeting-worked up eighteen different sets of creative—each containing Facebook ads, banner ads, and text ads—and nanotargeted each to a different segment of the electorate. • Remarketing- after getting people’s attention, use information collected to • Persuasion Points Online: further push a highly-segmented message Helping Harry Reid, One Click at a Time • Layering- Taking advantage of emerging inventory in online television ads and flash banners to layer traditional media buys and show these proven messages to targeted audiences more often. 11http://www.campaignsandelections.com/case-studies/176152/persuasion-points-online-helping-harry-reid-one-click-at-a-time.thtml
  12. 12. Thanks for Joining Us• This webinar will be available on-demand at www.SocialMediaToday.com. Stop by to learn more and share your comments.• Connect with our panelists on Social Media Today using the search function: 12
  13. 13. Join us October 30th for…The Social Customer Engagement Index 2012: Whitepaper and Webinar Register: http://socialmediatoday.com/social-customer-engagement- index-2012 13

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