This document discusses the use of social media by political parties in Guyana's 2011 election campaign. It finds that the major parties - AFC, APNU and PPP/C - created Facebook pages and Twitter accounts but saw relatively low levels of engagement. On Facebook, the parties posted information on campaign dates and events, but interaction was limited. On Twitter, parties mostly made announcements with few followers and interactions. In general, Guyana's political parties had only begun to utilize social media in 2011, and future work could examine content and local participation more closely.

1. A SNAPSHOP of SOCIAL MEDIA UseA SNAPSHOP of SOCIAL MEDIA Use
byby
Political PartiesPolitical Parties
in the Guyana 2011 Elections Campaignin the Guyana 2011 Elections Campaign
Lenandlar SinghLenandlar Singh
Department of Computer ScienceDepartment of Computer Science
University of GuyanaUniversity of Guyana

2. OUTLINEOUTLINE
The Internet and WWW in CampaignThe Internet and WWW in Campaign
Social MediaSocial Media
Social Media in CampaignSocial Media in Campaign
Facebook IN Guyana 2011 ElectionFacebook IN Guyana 2011 Election
Twitter in Guyana 2011 ElectionTwitter in Guyana 2011 Election

3. Internet & WWW in PoliticsInternet & WWW in Politics
Candidates Website (1996)Candidates Website (1996)
Email (Jesse Ventura Campaign,1998)Email (Jesse Ventura Campaign,1998)
Fundraising (John McCain, 2000Fundraising (John McCain, 2000
Campaign) {a pioneer}Campaign) {a pioneer}
Blogs (Howard Dean Campaign,2004)Blogs (Howard Dean Campaign,2004)
Facebook, MySpace, Twitter (Obama’sFacebook, MySpace, Twitter (Obama’s
Campaign, 2008) [4]Campaign, 2008) [4]

4. Social MediaSocial Media
Social MediaSocial Media

the use of web-based and mobile technologies to turnthe use of web-based and mobile technologies to turn
communication into an interactive dialogue [2]communication into an interactive dialogue [2]

"a group of Internet-based applications that build on"a group of Internet-based applications that build on
the ideological and technological foundations ofthe ideological and technological foundations of
Web 2.0Web 2.0, and that allow the creation and exchange of, and that allow the creation and exchange of
user-generated contentuser-generated content.“ [2].“ [2]
Some Key IdeasSome Key Ideas

Interaction, Participation, Openness, Conversation, Community,Interaction, Participation, Openness, Conversation, Community,
Connectedness [3] : 1-1,1-M, M-MConnectedness [3] : 1-1,1-M, M-M

User Generated ContentUser Generated Content

5. The usual suspects:The usual suspects:
YouTubeYouTube
FacebookFacebook
MyspaceMyspace
TwitterTwitter
Del.icio.usDel.icio.us
DiggDigg

6. Why Social Media?Why Social Media?
Increase ExposureIncrease Exposure
Low Cost/No CostLow Cost/No Cost
Access to “Digital Natives” GenerationAccess to “Digital Natives” Generation
Diversity of Tools AvailableDiversity of Tools Available

7. The Obama’s CampaignThe Obama’s Campaign
Barack Obama referred to as the “firstBarack Obama referred to as the “first
social media president” [5]social media president” [5]
Used Social Media as an Integral Part ofUsed Social Media as an Integral Part of
Campaign in 2008 [6]Campaign in 2008 [6]
Hired Co-Founder of FaceBook ChrisHired Co-Founder of FaceBook Chris
Hughes to set up Website [8]Hughes to set up Website [8]
Young Voters were receptive to campaignYoung Voters were receptive to campaign
[7][7]

8. Obama’s CampaignObama’s Campaign
2.2M ‘friended’ Obama on Facebook;2.2M ‘friended’ Obama on Facebook;
0.5M “friended” McCain0.5M “friended” McCain
Over 500 unofficial groups dedicated toOver 500 unofficial groups dedicated to
Democratic candidateDemocratic candidate

9. Obama’s CampaignObama’s Campaign
Rally SupportRally Support
Campaign ActivitiesCampaign Activities
AnnouncementsAnnouncements

VideosVideos

TextText

Mass EmailingMass Emailing
FundraisingFundraising
Discussion & FeedbackDiscussion & Feedback
Everything Possible with Social MediaEverything Possible with Social Media

10. Obama’s Campaign – Smedia &Obama’s Campaign – Smedia &
Lessons LearnedLessons Learned
Laddering Support through tiers of EngagementLaddering Support through tiers of Engagement
Empowering Super UsersEmpowering Super Users
Providing source materials for user-generated contentProviding source materials for user-generated content
Go (online) where people areGo (online) where people are
Use tools people are familiar withUse tools people are familiar with
Ensure people can find contentEnsure people can find content
Mobilise Support through Mobile devicesMobilise Support through Mobile devices
Harness Analytics to constantly improve engagementHarness Analytics to constantly improve engagement
activitiesactivities
Building online operation to scaleBuilding online operation to scale
Choosing the right team [10]Choosing the right team [10]

11. Social Media Use in Canada’sSocial Media Use in Canada’s
Election of 2008Election of 2008
Table Showing Number of “Friends” onTable Showing Number of “Friends” on
Election Day by Party Leader [11]Election Day by Party Leader [11]
Party Leader “Friends”
Jack Layton 25,127
Stephen Harper 17,903
Stephane Dion 14,263
Elizabeth May 5,327
Gilles Duceppe 2,383
Total 65,053

12. Social Media Use in Canada’sSocial Media Use in Canada’s
Election of 2008Election of 2008
Less than 1% of population on FacebookLess than 1% of population on Facebook
Overall very static and low information profiles ofOverall very static and low information profiles of
leadersleaders
Photographs from campaign trail postedPhotographs from campaign trail posted
Television Ads postedTelevision Ads posted
Unlike Obama, no direct-access use for fundraisingUnlike Obama, no direct-access use for fundraising
and volunteers recruitmentand volunteers recruitment

13. Social Media Use in Canada’sSocial Media Use in Canada’s
Election of 2008Election of 2008
Sporadic use by Stephane Dion – ask “friends” toSporadic use by Stephane Dion – ask “friends” to
“help spread the message”“help spread the message”
Friends of Leighton and May submit “fan” photosFriends of Leighton and May submit “fan” photos
and videosand videos
No Direct Appeals for support via FacebookNo Direct Appeals for support via Facebook
Prime Minister’s Facebook had no “Wall”Prime Minister’s Facebook had no “Wall”

14. FacebookFacebook
Social Networking WebsiteSocial Networking Website
Founded in 2004, Public Circa 2006Founded in 2004, Public Circa 2006
Greater 800 Million Users [9]Greater 800 Million Users [9]
> 50% Users Log in Daily> 50% Users Log in Daily
Create:Create:

PagePage

Personal ProfilePersonal Profile

GroupsGroups

15. AFC FacebookAFC Facebook

16. APNU FacebookAPNU Facebook

17. PPP/C FacebookPPP/C Facebook

18. Facebook in Guyana’s 2011 CampaignFacebook in Guyana’s 2011 Campaign
Relatively Small number of “friends” and “likes”Relatively Small number of “friends” and “likes”
for all 3 major partiesfor all 3 major parties
Relatively Low levels of interaction andRelatively Low levels of interaction and
CommentingCommenting
ContentContent

Campaign DatesCampaign Dates

Pictures from CampaignPictures from Campaign

Links to Youtube Videos AND PodcastsLinks to Youtube Videos AND Podcasts

Endorsements (ALL 3 Parties)Endorsements (ALL 3 Parties)

Other linksOther links
““Stories” about Incumbent (AFC,APNU)Stories” about Incumbent (AFC,APNU)
““Success stories” (PPP/C)Success stories” (PPP/C)

19. Facebook in Guyana’s 2011 CampaignFacebook in Guyana’s 2011 Campaign
APNU – No wall; discussion limited toAPNU – No wall; discussion limited to
materials posted by APNUmaterials posted by APNU
AFC – sporadic calls for DonationAFC – sporadic calls for Donation

20. Summary from the THREESummary from the THREE

21. Summary from CandidatesSummary from Candidates

22. Summary from CandidatesSummary from Candidates

23. TwitterTwitter
MicroBlogging Site – www.twitter.comMicroBlogging Site – www.twitter.com
Created in 2006 by Jack Dorsey [1]Created in 2006 by Jack Dorsey [1]
Max 140 characters/tweetMax 140 characters/tweet
Have “followers”Have “followers”
Can “follow” othersCan “follow” others

24. TwitterTwitter

25. Time on TwitterTime on Twitter
AFC – Approximately 2 ½ YEARSAFC – Approximately 2 ½ YEARS
PNU – Approximately 5 MONTHSPNU – Approximately 5 MONTHS
PPP/C – Approximately 8 MONTHSPPP/C – Approximately 8 MONTHS

26. AFC TwitterAFC Twitter

27. APNU TwitterAPNU Twitter

28. PPP/C TwitterPPP/C Twitter

29. AFC UseAFC Use

30. AFC UseAFC Use

31. APNU UseAPNU Use

32. PPP/C UsePPP/C Use

33. USAGEUSAGE

Generally low levels of TweetingGenerally low levels of Tweeting
Low interaction:Low interaction:

voter – votervoter – voter

Voter - campaignVoter - campaign

Rarely interacted with followers (few followers)Rarely interacted with followers (few followers)

Mostly Announcements (APNU)Mostly Announcements (APNU)
Campaign ScheduleCampaign Schedule

Links to pictures and Youtube videos (PPP/C)Links to pictures and Youtube videos (PPP/C)

AFC tweets mostly on Issues of GovernanceAFC tweets mostly on Issues of Governance

34. Future WorkFuture Work
More Detailed Content AnalysisMore Detailed Content Analysis
Examine Campaign Managers UseExamine Campaign Managers Use
Determine Extent of Local ParticipationDetermine Extent of Local Participation
Compare with Other Developing States?Compare with Other Developing States?

35. ReferencesReferences
[1][1] http://en.wikipedia.org/wiki/Jack_Dorseyhttp://en.wikipedia.org/wiki/Jack_Dorsey
[2][2] http://en.wikipedia.org/wiki/Social_mediahttp://en.wikipedia.org/wiki/Social_media
[3][3]http://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_Social_Mhttp://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_Social_M
edia_iCrossing_ebook.pdfedia_iCrossing_ebook.pdf
[4]Tumasjan, L.F., Sprenger, T.O., Sandner, P.G., & Welpe, I.M. (2010).[4]Tumasjan, L.F., Sprenger, T.O., Sandner, P.G., & Welpe, I.M. (2010).
Predicting Elections with Twitter: What 140 characters reveal aboutPredicting Elections with Twitter: What 140 characters reveal about
Political Sentiment. Proceedings of the International AAAI ConferencePolitical Sentiment. Proceedings of the International AAAI Conference
on Weblogs and Social Media.on Weblogs and Social Media.
[5][5]http://www.searchmarketinggurus.com/search_marketing_gurus/2008/11http://www.searchmarketinggurus.com/search_marketing_gurus/2008/11
/barack-obama-the-first-social-media-president.html/barack-obama-the-first-social-media-president.html
[6][6] http://www.edelman.com/image/insights/content/social%20pulpit%20-http://www.edelman.com/image/insights/content/social%20pulpit%20-
%20barack%20obamas%20social%20media%20toolkit%201.09.pdf%20barack%20obamas%20social%20media%20toolkit%201.09.pdf

36. ReferencesReferences
[7][7] Simba, M. (2009). The Obama campaign 2008: A historicalSimba, M. (2009). The Obama campaign 2008: A historical
overview. Western Journal of Black Studies, 33, 186-191.overview. Western Journal of Black Studies, 33, 186-191.
[8][8] http://en.wikipedia.org/wiki/Chris_Hugheshttp://en.wikipedia.org/wiki/Chris_Hughes
[9][9] http://www.facebook.com/press/info.php?statisticshttp://www.facebook.com/press/info.php?statistics
[10][10]http://www.edelman.com/image/insights/content/social%20pulpithttp://www.edelman.com/image/insights/content/social%20pulpit
%20-%20barack%20obamas%20social%20media%20toolkit%20-%20barack%20obamas%20social%20media%20toolkit
%201.09.pdf%201.09.pdf
[11] Small, A.S. (2008). The Facebook Effect? Online Campaigning in[11] Small, A.S. (2008). The Facebook Effect? Online Campaigning in
the 2008 Canadian and US Elections. Options Politiques, pp. 85-87the 2008 Canadian and US Elections. Options Politiques, pp. 85-87

37. Questions??Questions??