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Impact of Social Media on Political Landscape


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Impact of Social Media on Political Landscape

  1. 1. iCampusPartRevolution, Politics and the Social Medianers
  2. 2. The Pieces1. What the #@$%!)* is Social Media ?2. Stats & Facts a) Global b) APAC & India c) Facebook & Twitter3. Significant Impact a) Political b) Revolutions c) Awareness4. Dark Side of the Moon5. Think…
  3. 3. 1. Define
  4. 4. What is Social Media? Social Media are the platforms that enable the interactive web by engaging users to participate in, comment on and create content as means of communicating with their social graph, other users and the public. Social media has the following characteristics:  Encompasses wide variety of content formats including text, video, photographs, audio, PDF and PowerPoint. Many social media make use of these options by allowing more than one content alternative.  Allows interactions to cross one or more platforms through social sharing, email and feeds.  Involves different levels of engagement by participants who can create, comment or lurk on social media networks.  Facilitates enhanced speed and breadth of information dissemination.  Provides for one-to-one, one-to-many and many-to-many communications.  Enables communication to take place in real time or asynchronously over time.  Is device indifferent. It can take place via a computer (including laptops and netbooks), tablets (including iPads, iTouch and others) and mobile phones (particularly smartphones).  Extends engagement by creating real-time online events, extending online interactions offline, or augmenting live events online. Source:
  5. 5. A few good words….
  6. 6. 2. Stats & Facts Global View APAC & India Facebook & Twitter
  7. 7. Stats & Facts - Footprints Source:
  8. 8. Stats & Facts - APAC & India Source:
  9. 9. Stats & Facts - Facebook Source:
  10. 10. Stats & Facts - Twitter 140 characters say a lot ! Source:
  11. 11. Stats & Facts - Twitter (contd.) Source:
  12. 12. 3. Significant Impact Political Revolutions/Awareness
  13. 13. Political : The Big O Campaign ! Obama vs. McCain 2X 4X 5X 10X Web YouTub Facebo Online site e ok Staff traffic Viewer Friends Obama was the first to s weave technology and the Internet into the fabric of his electoral campaign The Obama campaign had a core online team of 11 people with a total staff of 30, a number that climbed even higher toward the end of the cycle. Important to note that Obama was not on every social network: he selected the most significant and important platforms in which to participate. Obama limited his official presence to 15 and leveraged these platforms to direct people to the MyBO Web site, where the campaign had a greater ability to channel people to the specific activities and causes that were deemed the most important to fulfilling the campaign‘s electoral strategy. Source:
  14. 14. (contd.) In Numbers: 13 million people on the e-mail list E-mail Who received 7,000 variations of more than 1 billion e-mails 3 million online donors Donors Who contributed 6.5 million times Social 5 million ―friends‖ on more than 15 social networking sitesNetworks 3 million friends on Facebook alone 8.5 million monthly visitors to (at peak) 2 million profiles with 400,000 blog postsWeb site 35,000 volunteer groups that held 200,000 offline events 70,000 fundraising hubs that raised $30 million Nearly 2,000 official YouTube videos Video Watched more than 80 million times, with 135,000 subscribers 442,000 user-generated videos on YouTube 3 million people signed up for the text messaging program Each received 5 to 20 messages per month Mobile Phone Calls 3 million personal phone calls placed in the last four days of the campaign Source:
  15. 15. (contd.) And Mobile too:  The campaign used major announcements to drive people to the mobile platform, such as Obama‘s choice of Senator Joe Biden as his running mate, which Nielsen Mobile has quantified as the largest mobile marketing event in the United States to date.  The campaign sustained interest through 5 to 20 targeted messages each month.  For instance, supporters could text questions about polling places and receive quick responses from the campaign.  More than 30,000 people signed up from within Denver‘s Mile High Stadium while waiting to hear Obama‘s acceptance speech during the Democratic National Convention.  The campaign also released a free iPhone application in October that gave people up-to-date campaign information and organized its contacts to highlight phone numbers for people in key Source:
  16. 16. Revolutions : The Arab Spring Tunisia – the first Domino  The protests began in December 2010 with a college-educated street vendor‘s (Mohamed Bouazizi‘s) self-immolation in despair at the corruption and joblessness.  He died from the burns, but his protest, despite Tunisia‘s strict web“Yet by late Friday night [1/7/11],fanned by online Internet tools. censorship laws, was rapidly TunisianFacebook pages previously emblazoned withthe revolt’s slogan, “Ben Ali, Out,” had madeway for the name of the interim president.“Ghannouchi Out,” they declared…. And theprotesters relied heavily on social media Websites like Facebook and Twitter to circulatevideos of each demonstration and issue calls forthe next one “ - NYT ―Other social media aspects of the revolution included Twitter updates with stories of state oppression, police brutality and unrest, and tweet feeds of imminent street protests…. Over 30,000 videos have now been placed on YouTube tagged ―Sidi Bouzid.‖ [Online Social Media, 1/18/11 story]
  17. 17. Revolutions : The Arab Spring Egypt ―People, Im going to Tahrir Square today‖, - Asmaa Mahfouz ―Freedom is a bless that deserves fighting for it‖ – Wael Ghonim Started the FB page: ‗ We are all Khalid Said‘ Emboldened by the overthrow of Tunisia‘s Ben Ali, the protests spread to Egypt over one year ago on January 25, 2011 where opposition leaders declared it a ―Day of Rage‖ on which protesters would take to the street against President Hosni Mubarak‘s 30-year rule More than 90,000 people signed up on a Facebook page for the protests
  18. 18. Revolutions : The Arab SpringMubarakk responded by engaging in Internet Censorship. Internet & cell phoneservices were disrupted .“[With the internet crackdown,] President Hosni Mubarak betrayed his own fear —that Facebook, Twitter, laptops and smartphones could empower his opponents,expose his weakness to the world and topple his regime. There was reason for Mr.
  19. 19. Awareness : From Tahrir Square to Times Square -OWS  The movement started in Southern Europe, particularly in Greece and Spain. Then the USA joined the movement, dubbed Occupy Wall Street.  The protesters use social networks, blogs and websites — such as Occupy Wall Street, Occupy Together and Ad Busters — to connect people all around the country  The Occupy Wall Street movement is a really interesting hybrid of ―traditional‖ and social media, ―real‖ and virtual gatherings.
  20. 20. Awareness : IAC A team of IT experts ran the India Against Corruption campaign‘s main website along with 14 city-centric websites round-the-clock. They also monitored TV channels and posted videos on the internet to create a buzz across the globe A first of its kind movement in India which effectively harnessed the power web & mobile Launched iPhone & Android apps
  21. 21. Awareness : IAC Another team ensured that the latest information about Hazare was posted on social networking sites such as Facebook (nearly 514,000 likes by early September) and Twitter @janlokpal, (more than 140,000 by early September). His video from Tihar jail has had 163,000 views.
  22. 22. Awareness : IAC Source:
  23. 23. Awareness : IAC Source:
  24. 24. Key Insights Social & Political Theorist Jon Elster describes it thus… A core group of committed activists get together to ―do something completely crazy.‖ The government cracks down, and this behavior makes people who are sympathetic to the cause ―rally to the support of the crazy ones.‖ As the protests continue and it looks as though they might have some tangible effect, at some point ―it seems worth it even for just normal reasonable people to start joining in.‖ Social media helps create an “information Eventually, the protests become so large that ―even their opponents pretend cascade” to be part of them, so as not to be on the wrong side of history.‖ helps dissent reach a Tipping Point helps mobilize the protestors increases National & International exposure undermining the regime’s legitimacy
  25. 25. 5. Dark Side of the Moon London Riots To The Contrary?
  26. 26. The London Riots
  27. 27. To the Contrary ―The Revolution shall not be tweeted‖ – Malcom Gladwell “Campaigns propagated by these platforms worked simply because they didnt ask too much of participants. Worse, he believed participants tented to act only when actions didnt involve financial or personal risk, and when they were guaranteed social acknowledgment.” Successful social movements long pre-dated social media. East Germany overturned a government when only 13% had landline phones. Arab Spring uprisings are occurring in places like Yemen & Syria with low rates of Internet penetration. Journalist Anthony Shadid comments on Syria that: ―It‘s not a Twitter or Facebook revolution. The revolution is in the streets, and it smells of blood.‖ It‘s the power of three – the Satellite TV + Internet + Social Media Social media spawns Anarchy … revolutions need to be followed by Evolutions.
  28. 28. Open House : Revolutions are born on the Streets, noton Facebook ! Thank You!