Barack Obama’s usage of SOCIAL MEDIA Made by: Kanika Agarwal MAJM Sem II
According to Digitalbuzz Blog, Facebook has grown to more than 800 million active users, adding more than 200 million in a single year. Twitter now has 100 million active users LinkedIn has over 64 million users in North America alone.
Democracy strives through Voluntary civic engagement. From voting, contributing to the campaign, or volunteering for a political campaign. America’s non compulsory voting system-a problem. Important for political candidates to enthuse people to come out and vote.
Consumer marketing was used to target individuals with customized information to their predicted interests. Political communication to viewers was based on data collected about them. Records of consumption habits helped the campaign make predictions about people based on statistical models. People received messages tailored close to their beliefs .Marketing based on consumer data also enabled effective grassroots organizing through the website(www.barackobama.com)
Data gathered from the website indicated who the most dedicated constituents were. The website tracked how often person visited and when. The campaign team then targeted and encouraged activists in contested, winnable areas, such as through the website program Neighbor-to-neighbor. All of his policies were made available online, and updates were sent to the subscribers of his political party.
Money makes all the difference. Most expensive race yet-$6 Billion in costs(Including two campaigns and money spent by other groups) Political Advertisements and Public Relation activities- expensive. From the $1.08 billion that the Obama campaign raised, only $95.1 million was spent on paying professionals. Romney’s team raised $1.13 billion and spent a mere $48.0 million on payroll.
The first presidentialcandidate to appearon Reddit, the massivepopular socialnetworking site.Vote till the polls areclosed in one stateafter the other.Be in line, even if thepolling stations areclosed.
Announced candidacy for Re Election on 4th April,2011. Announcement made through an online video “It begins with us.” Campaign began accepting donations on the day of announcing his candidacy. In the first 24 hours, 23,000 donations of $200 or less were made.
Developed new online tools for 2012, including a program called Dashboard(Virtual Office) Software have given the Obama a tiny edge. Apps include sophisticated analytics programs like Dreamcatcher, a tool developed to"microtarget" voters based on sentiments within text.. The Neighbor-to-Neighbor tool on (My.BarackObama.com), allowing the Obama Supporters reach a large number of people in a short time in their own community, which in turn led to campaign rallying for more Obama support. Online communication led to Obama supporters engaging in social activities such as signmaking and door-to-door petitioning for Obama support, as well as simply discussing their opinions about policies and issues they supported along with Obama. As described by campaign adviser Steve Spinner, the campaign grew "from zero to 700 employees in a year and raised $200 million. That’s a super-high-growth, fast- charging operation."
The Posts and the Pictures updated at the time of US Presidential Elections.
On 7th Nov,tweet came at 8:20am GMT,had 507,745 Retweets, among favorites 173,028 times. The most popular tweet ever, topping a message from singer Justin Beiber. The most tweeted about event, with some 31 million poll related posts. Social Networks have emerged as key tools
Let’s keep these two in the White House. Here’s how you can help: http://ofa.bo/fxRQRF
Playing with words can never help you to win an election .Do something to spread the word.
On Nov,7TH 2012,Obama thanked the supporters and voters. Electoral College Vote 332-206 Built on the foundation of 813 field offices. And 10000 neighbourhood teams 2.2 million volunteers,1,793,881 voters registered. 150 million calls made and doors knocked on . 4,454,270 Donors who made 15,133,184 donations.