The document discusses the use of social media in the 2012 US election campaigns. It finds that while both major parties are using social media for messaging, data collection, and voter engagement, social media is not playing as large a role as in 2008. Young voters in particular are not turning to social media for election news and information. Reasons cited include the continued importance of traditional forms of contact, lack of two-way interaction on social platforms, and voter privacy concerns over data collection.

1. Social Media
&
Campaign 2012
Are candidates
making the
connection?
Marty O’Mara

2. 2008 election finds place
for social media
• Obama campaign pioneers use [13]

3. Republicans join
the social media party
• Romney campaign offers campaign sign
app on iPhone, VP announcement app

4. So far, not so good
• Not far enough evolved
• Lack of response
• Failure to connect
• Miscues by parties

5. 1.) Both parties using
• Platform for messages
• Source of data for “micro-targeting”
• Tool to engage people in campaigns

6. 1.) Both parties using
• Platform for messages
• Source of data for “micro-targeting”
• Tool to engage people in campaigns

7. 1.) Both parties using
• Platform for messages
• Source of ‘micro-targeting’ data [3, 12]
• Tool to engage people in campaigns

8. 1.) Both parties using
• Platform for messages
• Source of data for “micro-targeting”
• Tool to engage people in campaigns

9. 2.) Young people not biting
(Part 1)
• Youths using
social media
even less, so
far, for
election
information
[10]

10. 2.) Young people
not biting
(Part 2)
• Cable TV main source
of election news [10]
• Social media are
co-evolving with
cable TV, as Fidler
noted in
‘Mediamorphosis’
[4]

11. 3.) Why it hasn’t spread
(Part 1)
• Most contact still
via traditional
forms
• One-way
communication
instead of
interactive

12. 3.) Why it hasn’t spread
(Part 1)
• Most contact still
via traditional
forms [10]
• One-way
communication
instead of
interactive

13. 3.) Why it hasn’t spread
(Part 1)
• Most contact still
via traditional
forms
• One-way
communication
instead of
interactive [3]

14. 3.) Why it
hasn’t spread
(Part 2)
• Lack of general
interest in 2012
election [10]
• Privacy concerns:
‘micro-
targeting’ and
data sharing

15. 3.) Why it
hasn’t spread
(Part 2)
• Lack of general
interest in 2012
election
• Privacy concerns:
‘micro-
targeting’ and
data sharing
[1, 12]

16. You don’t have to wait
• Find an app or
website and
experiment
• Announce your
choice
• Speak your mind
• Get informed

17. References
• 1. Beckett, L. (August 2012). Is your neighbor a Democrat? Obama has an
app for that. ProPublica. http://www.propublica.org/article/is-your-
neighbor-a-democrat-obama-has-an-app-for-that
• 2. Cohen, Kahne, Boyer, Middaugh, Rogowski (2012) Participatory politics:
New media and youth political action. MacAurthur Foundation. Retrieved
from
http://dmlcentral.net/sites/dmlcentral/files/resource_files/ypp_survey_b
ody_cover.pdf
• 3. Delacourt Susan (July 2012). Is ‘new’ media becoming old hat in the
2012 U.S. presidential election? The Toronto Star.
http://www.thestar.com/news/canada/politics/article/1227281--is-new-
media-becoming-old-hat-in-the-2012-u-s-presidential-campaign
• 4. Fidler, R.F. (1997). Mediamorphosis: Understanding new media.
London, United Kingdom: Sage Publications Ltd.
• 5. Fitzpatrick, A. (July 2012). New tool connects Facebook friends with
political campaigns. Mashable U.S. & World.
http://mashable.com/2012/07/25/facebook-van/

18. • 6. Jenkins, H. (2006). Confronting the challenges of participatory culture:
Media education for the 21st century. MacAurther Foundation.
http://digitallearning.macfound.org/atf/cf/%7B7E45C7E0-A3E0-4B89-
AC9C-E807E1B0AE4E%7D/JENKINS_WHITE_PAPER.PDF
• 7. Levitz, S. (July 2012). Social media fire lit by '08 Obama campaign may
be burning out: professor. The Canadian Press.
http://www.edmontonjournal.com/technology/Social+media+fire+Obama
+campaign+burning+professor/6942036/story.html
• 8. Moore, M.T. (July 2012). Sunday news shows set political agenda, launch
Web debates. USA Today.
http://www.usatoday.com/news/washington/story/2012-07-23/Sunday-
morning-political-shows/56441886/1?csp=34news
• 9. Nissenbaum, H. (2011). A contextual approach to privacy online.
Dædalus, the Journal of the American Academy of Arts & Sciences
140(4), 32-48.
• 10. Remez, M. (February 2012). Cable leads the pack as campaign new
source. Pew Research Center. http://www.people-
press.org/2012/02/07/cable-leads-the-pack-as-campaign-news-
source/?src=prc-headline

19. • 11. Tam, D. (July 2012). CNN and Facebook go all social on the 2012
election. CNET News. http://news.cnet.com/8301-13578_3-
57468774-38/cnn-and-facebook-go-all-social-on-the-2012-
election/
• 12. Vega, T. (July 2012). Voters say they are wary of ads made just
for them. New York Times.
http://www.nytimes.com/2012/07/24/business/media/survey-
shows-voters-are-wary-of-tailored-political-ads.html?_r=2
• 13. Weiner, R. (August 2012), How to win the 2012 social media
campaign. Washington Post.
http://www.washingtonpost.com/politics/how-to-win-the-2012-
social-media-election/gJQA1qRyNX_topic.html