Politicians used to spend months crafting the perfect stump speeches. Consultants helped them pick the best phrases and they’d travel around giving polished talks in front of interested audiences. Now, a Tweet can upend a political race in a matter of minutes. Stefan Turkheimer gives an insider’s perspective on how candidates are contending with this new campaign reality.

1. From Stump
Speeches to
Subtweets
POLITICAL COMMUNICATION IN THE ERA OF TRUMP

2. From the Stump to Social
Stump speech Social

3. What do political campaigns want
from social media?
 They want to get their message* to you**
 *their message depends on who you are
 **you isn't everybody, just the people they think will vote for
them or give them money
 They want to make you identify with them
 So that you vote for or contribute to the campaign

4. WHY NOT EVERYBODY?

5. And in the primary elections...

6. So less than 10% of the voting age
population (18+)...
And for the regular voters in the primary elections in the US, we know their
names and their addresses
But this group of people is still too large to effectively communicate with
on social
AND we don't know who they are on their social networks
So how do we find out?

7. So how do we find our audience? Who
are "you"?

8. Who cares? Finding our friends on
Facebook...

9. Here's who I currently like...

10. Elizabeth Warren,
Probable Candidate for
President of US
Why is she important to us?
• Huge Facebook Following of people
that care about her and the issues
she stands for
• How do we get what she has?

11. Taking her people, making them
yours...

16. What's the goal?

26. Yards Signs Then and Now