+    Social Media, Traditional    Media & Election 2008    Emily Metzgar ~ SNCR Fellow, Indiana University    Albert Marug...
+    Historic Election      First   African-American major party candidate      First   credible female candidate in the...
First election to               resurrect a dying late                night comedy show           +11/14/08       © 2008, ...
+    About This Research      Firstnational election with active social media & the ability to       track it      Oppor...
+    Why Consider Social Media?      Students       Got Election News from Social Media      Propelled        by Interne...
+    Cause Célèbre      Obama        Girl 11.6 million views      Yes We       Can I.will.am 13 million views      McCa...
+    Observations on Campaign 2008       “The problem with the McCain campaign was not the age of         the candidate. I...
+    SNL & Sarah Palin     Now   is Forever        Sarah Palin SNL YouTube search Page 1 = 44         million views    ...
+    Comparing Mentions     Traditional   media                  Social   Media     09/04/08    – 11/03/08             ...
+    McCain & Related Topics                   Social Media   Traditional Media© 2008, Metzgar & Maruggi                  ...
+    Obama & Related Topics                   Social Media   Traditional Media© 2008, Metzgar & Maruggi                   ...
+    Comparison: Traditional Media                       McCain   Obama© 2008, Metzgar & Maruggi               11/14/08
+    Comparison: Social Media                       McCain   Obama© 2008, Metzgar & Maruggi               11/14/08
+    Palin & Related Topics                   Social Media   Traditional Media© 2008, Metzgar & Maruggi                   ...
+    Biden & Related Topics                   Social Media   Traditional Media© 2008, Metzgar & Maruggi                   ...
+    Comparison: Traditional Media                            Palin   Biden© 2008, Metzgar & Maruggi                   11/...
+    Comparison: Social Media                            Palin   Biden© 2008, Metzgar & Maruggi                   11/14/08
+    Comparing Mentions     Traditional   Media                   Social   Media     09/04/08    – 11/03/08            ...
+    “Iran” & Related Mentions                   Social Media   Traditional Media© 2008, Metzgar & Maruggi                ...
+    Trends in “Iran”                   Social Media   Traditional Media© 2008, Metzgar & Maruggi                         ...
+    “Economy” & Related Mentions                   Social Media   Traditional Media© 2008, Metzgar & Maruggi             ...
+    Trends in “Economy”                   Social Media   Traditional Media© 2008, Metzgar & Maruggi                      ...
+    “Joe the Plumber” & Related Mentions                   Social Media   Traditional Media© 2008, Metzgar & Maruggi     ...
+    Trends in “Joe the Plumber”                   Social Media   Traditional Media© 2008, Metzgar & Maruggi              ...
+    “Afghanistan” & Related Mentions                   Social Media   Traditional Media© 2008, Metzgar & Maruggi         ...
+    Trends in “Afghanistan”                   Social Media   Traditional Media© 2008, Metzgar & Maruggi                  ...
+    “Iraq” & Related Mentions                   Social Media   Traditional Media© 2008, Metzgar & Maruggi                ...
+    Trends in “Iraq”                   Social Media   Traditional Media© 2008, Metzgar & Maruggi                         ...
+              Social Media as a Movement     Information           Exchange        Freedom        Voice        Isn’t ...
+    Preliminary Findings      Social media wasn’t about advertising a campaign message;       it was about offering a me...
+    Preliminary Findings      Possible       exceptions:           Issue that appears to have arisen from SM to TM was ...
+    Preliminary Findings      TM    so plugged in, hard for an issue to emerge unnoticed in       SM      On  a related...
+    Preliminary Findings      The  Internet and social media caused “the death of Karl Rove       politics,” by changing...
+    New Questions      Does     one source drive more of the discussion and coverage?      Is   one source more influen...
+    Contact Information    Emily Metzgar                              Albert Maruggi    Assistant Professor              ...
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Analyzing Social Media in the 2008 Presidential Election

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Presented by SNCR Fellows Emily Metzgar, Ph.D. & Albert Maruggi
(2008)

Published in: News & Politics
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Analyzing Social Media in the 2008 Presidential Election

  1. 1. + Social Media, Traditional Media & Election 2008 Emily Metzgar ~ SNCR Fellow, Indiana University Albert Maruggi ~ SNCR Sr. Fellow, Provident Partners 11/14/08 © 2008, Metzgar & Maruggi
  2. 2. + Historic Election   First African-American major party candidate   First credible female candidate in the primaries   First female VP nominee for GOP© 2008, Metzgar & Maruggi 11/14/08
  3. 3. First election to resurrect a dying late night comedy show +11/14/08 © 2008, Metzgar & Maruggi
  4. 4. + About This Research   Firstnational election with active social media & the ability to track it   Opportunity to compare social media with traditional media coverage of same topics/personalities/issues   Radian6 as one tool to track & assess social media & traditional media   We offer findings from a first, exploratory look at differences between social media & traditional media during the election© 2008, Metzgar & Maruggi 11/14/08
  5. 5. + Why Consider Social Media?   Students Got Election News from Social Media   Propelled by Internet, Barack Obama Wins Presidency   Blogged Down in the Past   Obama Won the Election – Not Social Media   Social Media Lessons from Election 2008   Election Day 2008: The Best Blogs & Social Media Resources© 2008, Metzgar & Maruggi 11/14/08
  6. 6. + Cause Célèbre   Obama Girl 11.6 million views   Yes We Can I.will.am 13 million views   McCain Campaign Celeb Envy Ads© 2008, Metzgar & Maruggi 11/14/08
  7. 7. + Observations on Campaign 2008 “The problem with the McCain campaign was not the age of the candidate. It was the age of the ideas dominating the campaign.” ~Arianna Huffington© 2008, Metzgar & Maruggi 11/14/08
  8. 8. + SNL & Sarah Palin  Now is Forever  Sarah Palin SNL YouTube search Page 1 = 44 million views  SNL has political agenda  Chevy Chase on Ford  Now SNL lives on-demand© 2008, Metzgar & Maruggi 11/14/08
  9. 9. + Comparing Mentions  Traditional media  Social Media  09/04/08 – 11/03/08  09/04/08 – 11/03/08  Candidate mentions  Candidate mentions  McCain: 143,611  McCain: 275,780  Obama: 160, 207  Obama: 271,400  Biden: 20,834  Biden: 266,523  Palin: 84, 714  Pailn: 270,266© 2008, Metzgar & Maruggi 11/14/08
  10. 10. + McCain & Related Topics Social Media Traditional Media© 2008, Metzgar & Maruggi 11/14/08
  11. 11. + Obama & Related Topics Social Media Traditional Media© 2008, Metzgar & Maruggi 11/14/08
  12. 12. + Comparison: Traditional Media McCain Obama© 2008, Metzgar & Maruggi 11/14/08
  13. 13. + Comparison: Social Media McCain Obama© 2008, Metzgar & Maruggi 11/14/08
  14. 14. + Palin & Related Topics Social Media Traditional Media© 2008, Metzgar & Maruggi 11/14/08
  15. 15. + Biden & Related Topics Social Media Traditional Media© 2008, Metzgar & Maruggi 11/14/08
  16. 16. + Comparison: Traditional Media Palin Biden© 2008, Metzgar & Maruggi 11/14/08
  17. 17. + Comparison: Social Media Palin Biden© 2008, Metzgar & Maruggi 11/14/08
  18. 18. + Comparing Mentions  Traditional Media  Social Media  09/04/08 – 11/03/08  09/04/08 – 11/03/08  Topic mentions  Topic mentions  Iran: 34, 316  Iran: 130,015  American economy: 204,258  American economy: 16,191  Joe the Plumber: 8176  Joe the Plumber: 46,178  Afghanistan: 66,774  Afghanistan: 125,650  Iraq: 86,458  Iraq: 280,473© 2008, Metzgar & Maruggi 11/14/08
  19. 19. + “Iran” & Related Mentions Social Media Traditional Media© 2008, Metzgar & Maruggi 11/14/08
  20. 20. + Trends in “Iran” Social Media Traditional Media© 2008, Metzgar & Maruggi 11/14/08
  21. 21. + “Economy” & Related Mentions Social Media Traditional Media© 2008, Metzgar & Maruggi 11/14/08
  22. 22. + Trends in “Economy” Social Media Traditional Media© 2008, Metzgar & Maruggi 11/14/08
  23. 23. + “Joe the Plumber” & Related Mentions Social Media Traditional Media© 2008, Metzgar & Maruggi 11/14/08
  24. 24. + Trends in “Joe the Plumber” Social Media Traditional Media© 2008, Metzgar & Maruggi 11/14/08
  25. 25. + “Afghanistan” & Related Mentions Social Media Traditional Media© 2008, Metzgar & Maruggi 11/14/08
  26. 26. + Trends in “Afghanistan” Social Media Traditional Media© 2008, Metzgar & Maruggi 11/14/08
  27. 27. + “Iraq” & Related Mentions Social Media Traditional Media© 2008, Metzgar & Maruggi 11/14/08
  28. 28. + Trends in “Iraq” Social Media Traditional Media© 2008, Metzgar & Maruggi 11/14/08
  29. 29. + Social Media as a Movement  Information Exchange  Freedom  Voice  Isn’t Social Media about Connecting?© 2008, Metzgar & Maruggi 11/14/08
  30. 30. + Preliminary Findings   Social media wasn’t about advertising a campaign message; it was about offering a mechanism for ongoing engagement.    Is the medium the message? (McLuhan). CV suggests yes. Evidence suggests no.   To the extent that SM got young voters to engaged in the campaign and to show up on Election Day, it played a role in the election outcome.   Although scale varied considerably, priority given to topics in TM was typically an accurate reflection of topics in SM. And vice versa.© 2008, Metzgar & Maruggi 11/14/08
  31. 31. + Preliminary Findings   Possible exceptions:   Issue that appears to have arisen from SM to TM was issue of Sarah Palin’s daughter’s pregnancy   The life cycle of debate-generated sound bites was typically short (see “that one”, “can I call you Joe?”, “John is right” & “Joe the Plumber”)   On big issues, SM & TM merge together. Why?   Big issues merge, smaller issues just don’t register   Traditional media so focused on covering social media, that it becomes a picture of me looking at me looking at me looking at me….© 2008, Metzgar & Maruggi 11/14/08
  32. 32. + Preliminary Findings   TM so plugged in, hard for an issue to emerge unnoticed in SM   On a related note, with the presidential election campaign actually very few issues that the campaigns were focused on, therefore from day-to-day, no dramatic deviation from major issues and associated talking points   From a topic perspective, SM not dramatically different than TM. From an organization and money standpoint, however, it was huge.© 2008, Metzgar & Maruggi 11/14/08
  33. 33. + Preliminary Findings   The Internet and social media caused “the death of Karl Rove politics,” by changing the nature of the environment in which the campaign was conducted (Arianna Huffington)   Socialmedia was a necessary -- but not sufficient -- factor in Senator Obama’s election victory   Other factors included characteristics of party hierarchy, ideas & issues at center of respective campaigns, and distance or lack thereof from current administration   The 1960 vs. 2008 comparison:   1960: Television gave power to campaigns   2008: Social media helps retake some of it   1960 & 2008: New media attracts & engages new populations© 2008, Metzgar & Maruggi 11/14/08
  34. 34. + New Questions   Does one source drive more of the discussion and coverage?   Is one source more influential than the other?   Are the two sources more alike than different?   What kinds of issues/themes emerge in traditional media then migrate into social media? And the reverse?   Is quality or quantity more important?   Incoming & outgoing links   Comments   Size & composition of audience   Overall “buzz”© 2008, Metzgar & Maruggi 11/14/08
  35. 35. + Contact Information Emily Metzgar Albert Maruggi Assistant Professor President, Provident Partners IU School of Journalism amaruggi@providentpartners.net emetzgar@indiana.edu Twitter: emilym123© 2008, Metzgar & Maruggi 11/14/08

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