WASHINGTON, (AFP) –
The 2012 US presidential election campaign is being fought with tweets,
hashtags, Facebook updates and emails in a battle for digital supremacy which
may be a key to victory.
The 2012 US presidential election campaign is being fought with tweets,
hashtags, Facebook updates and emails in a battle for digital supremacy which
may be a key to victory.
President Barack Obama and Republican rival Mitt Romney are
counting on the traditional strategies of speeches, rallies and paid television
ads to win the White House, but the online war is becoming a major factor.
counting on the traditional strategies of speeches, rallies and paid television
ads to win the White House, but the online war is becoming a major factor.
“Shaking hands and all the traditional campaign stuff has not
gone away. You still must do it to win, but if you don’t have a complementary
online strategy you can’t win either,” said Alan Rosenblatt, a longtime
political consultant who now heads social media for the Center for American
Progress and CAP Action Fund.
gone away. You still must do it to win, but if you don’t have a complementary
online strategy you can’t win either,” said Alan Rosenblatt, a longtime
political consultant who now heads social media for the Center for American
Progress and CAP Action Fund.
Obama, who pioneered the use of social media for organizing,
fundraising and communicating in his 2008 White House bid, began ramping up his
digital campaign back in 2011 with millions of online ads.
fundraising and communicating in his 2008 White House bid, began ramping up his
digital campaign back in 2011 with millions of online ads.
If the online space were the only measure, Obama would win in a
landslide.
landslide.
The president has around 30.8 million “likes” on Facebook to
just some 9.3 million for Romney. Obama has more than 20.8 million followers of
his Twitter feed @barackobama to about 1.4 million for Romney’s @mittromney.
just some 9.3 million for Romney. Obama has more than 20.8 million followers of
his Twitter feed @barackobama to about 1.4 million for Romney’s @mittromney.
Obama’s YouTube channel has nearly 240,000 subscribers and more
than 246 million video views, while Romney’s channel on the popular
Google-owned video service has a little under 23,700 subscribers and around 26
million video views.
than 246 million video views, while Romney’s channel on the popular
Google-owned video service has a little under 23,700 subscribers and around 26
million video views.
The tech-savvy president also leads on other platforms such as
Google+ and Pinterest.
Google+ and Pinterest.
It’s difficult to quantify exactly how Facebook posts, tweets
and followers will translate into votes on November 6. But social media appears
to be getting more people involved in the political dialogue.
and followers will translate into votes on November 6. But social media appears
to be getting more people involved in the political dialogue.
After the first Obama-Romney debate, there were more than 10
million tweets, making it what Twitter called “the most tweeted-about event in
US politics.”
million tweets, making it what Twitter called “the most tweeted-about event in
US politics.”
Jeanette Castillo, professor of digital media at Florida State
University, said the massive Twitter participation is healthy and helps
reinforce the democratic process.
University, said the massive Twitter participation is healthy and helps
reinforce the democratic process.
“We don’t know how much it is affecting the election but it
certainly seems to be out of the politicians control,” Castillo said.
certainly seems to be out of the politicians control,” Castillo said.
Twitter has become an important tool, not only as a way to
measure sentiment, but also as a way for the candidates to get their message
out.
measure sentiment, but also as a way for the candidates to get their message
out.
Rosenblatt said a successful campaign must learn how to “manage
the chaos” of Twitter and the millions of tweets that are sent in an effort to
influence voters.
the chaos” of Twitter and the millions of tweets that are sent in an effort to
influence voters.
– Hijacking hashtags –
One way for candidates and supporters to stay in touch on
Twitter is by using hashtags, the # symbol that can represent a theme or topic.
Twitter is by using hashtags, the # symbol that can represent a theme or topic.
But in the freewheeling world of Twitter, the hashtags can be
“hijacked” by the opposition.
“hijacked” by the opposition.
This occurred in September when Romney backers created the
hashtag #AreYouBetterOff in an effort to mobilize support, only to see this
used by Obama backers, who outnumbered the Republicans by an estimated three to
one in tweeting for the incumbent.
hashtag #AreYouBetterOff in an effort to mobilize support, only to see this
used by Obama backers, who outnumbered the Republicans by an estimated three to
one in tweeting for the incumbent.
“I call this a ‘denial of hashtag’ attack,” said Rosenblatt.
“Anyone can create a hashtag. But you can’t restrict the use of it and anyone
can jump onto it.”
“Anyone can create a hashtag. But you can’t restrict the use of it and anyone
can jump onto it.”
To make matters worse for Romney, the effort was believed to be
the first use in the campaign of “promoted” or sponsored tweets aimed at
promoting a trend. The cost is estimated to be at least $120,000 per day.
the first use in the campaign of “promoted” or sponsored tweets aimed at
promoting a trend. The cost is estimated to be at least $120,000 per day.
“This isn’t really news so much as a basic matter of affairs in
Twitter politics. Your tag can and will be used against you,” said Zach Green,
who runs a Twitter consulting service and blog called 140Elect.
Twitter politics. Your tag can and will be used against you,” said Zach Green,
who runs a Twitter consulting service and blog called 140Elect.
Green said another incident occurred when a Republican group
tried to promote the hashtag #FailingAgenda, only to find Democrats turning it
around and calling Mitt Romney a failure.
tried to promote the hashtag #FailingAgenda, only to find Democrats turning it
around and calling Mitt Romney a failure.
“It was really too easy, since it’s not clear what the hashtag
alone is targeting,” Green said on his blog.
alone is targeting,” Green said on his blog.
To round out a digital campaign, candidates need to use other
tools including blogs, text messages and email.
tools including blogs, text messages and email.
Rosenblatt said email remains a key source of fundraising but
that it works best as part of a broader social media campaign.
that it works best as part of a broader social media campaign.
“Think of social media as the fertilizer which sets the tone of
the conversation so when the email comes out, social media has already been
used to make sure than everyone is aware of that issue,” he said.
the conversation so when the email comes out, social media has already been
used to make sure than everyone is aware of that issue,” he said.
Voters are increasingly turning to specialized websites and
blogs for news, in part because of a distrust of mainstream media but also
because people turn to news outlets which share their values.
blogs for news, in part because of a distrust of mainstream media but also
because people turn to news outlets which share their values.
But some blame the digital trend for a polarization of voters.
Ben Warner, who teaches communications at the University of
Missouri, said increased use of digital media allows “people who want to hear a
certain perspective” to “gravitate to blogs and sites where they hear what they
want to hear.”
Missouri, said increased use of digital media allows “people who want to hear a
certain perspective” to “gravitate to blogs and sites where they hear what they
want to hear.”
Warner said this allows campaigns to target more aggressive ads
to readers of specific websites.
to readers of specific websites.
“This is where you can put out the hard-core messages,” he said,
noting that the landscape is different from when people watched a few
television networks for a “neutral arbiter of the events.”
noting that the landscape is different from when people watched a few
television networks for a “neutral arbiter of the events.”
Castillo argued that the new media landscape has not isolated
voters. She said her research showed that voters “are seeking out the other
point of view, if only to refute it.”
voters. She said her research showed that voters “are seeking out the other
point of view, if only to refute it.”
The social media facts:
Democrat Barack Obama and his Republican challenger Mitt Romney may be neck and
neck in the polls as the November 6 election draws close, but on social
networks, the US president is the clear winner.
Democrat Barack Obama and his Republican challenger Mitt Romney may be neck and
neck in the polls as the November 6 election draws close, but on social
networks, the US president is the clear winner.
– Facebook: More than 30.8 million people “like” Barack Obama’s
page, while more than 9.3 million are fans of Mitt Romney. “If you’re on Team
Obama, let him know,” says one post on the president’s page shared more than
159,000 times.
page, while more than 9.3 million are fans of Mitt Romney. “If you’re on Team
Obama, let him know,” says one post on the president’s page shared more than
159,000 times.
First Lady Michelle Obama, meanwhile, has 8.5 million Facebook
fans — ahead of Romney’s wife Ann (381,000). But in the VP race, Joe Biden
trails far behind his Republican rival Paul Ryan.
fans — ahead of Romney’s wife Ann (381,000). But in the VP race, Joe Biden
trails far behind his Republican rival Paul Ryan.
– Twitter: @BarackObama has more than 20.8 million followers.
Present on the social network since March 2007, his team often posts comments
on his behalf. His own tweets are followed by the initials ‘bo.’ Obama’s
account is the 6th most followed in the world, according to Twopcharts, which
tracks the most influential active Twitter users. But the president still
trails far behind the world’s most followed ‘Tweep’ — Lady Gaga — and her 30
million followers.
Present on the social network since March 2007, his team often posts comments
on his behalf. His own tweets are followed by the initials ‘bo.’ Obama’s
account is the 6th most followed in the world, according to Twopcharts, which
tracks the most influential active Twitter users. But the president still
trails far behind the world’s most followed ‘Tweep’ — Lady Gaga — and her 30
million followers.
@MittRomney arrived on Twitter two years after his rival and
lags behind, with more than 1.4 million followers. His is the 925th most
followed account in the world. @JoeBiden, meanwhile, once again trails behind
@PaulRyanVP.
lags behind, with more than 1.4 million followers. His is the 925th most
followed account in the world. @JoeBiden, meanwhile, once again trails behind
@PaulRyanVP.
– Google+: Barack Obama has more than 2.2 million fans on
Google’s social network, almost twice as many as Romney’s nearly 978,000
followers.
Google’s social network, almost twice as many as Romney’s nearly 978,000
followers.
– YouTube: Barack Obama has just under 240,000 followers of his
YouTube channel, which integrates campaign ads and filmed messages of support
for the Obama team. Beyonce, for instance, appears in a video praising the
First Lady.
YouTube channel, which integrates campaign ads and filmed messages of support
for the Obama team. Beyonce, for instance, appears in a video praising the
First Lady.
Mitt Romney, meanwhile, has a little less than 23,700 fans. His
page also includes campaign ads and other videos, including one depicting his
“love story” with wife Ann.
page also includes campaign ads and other videos, including one depicting his
“love story” with wife Ann.
– Pinterest: The latest social media phenomenon — which allows
users to post and share photos put together by theme — is the more “intimate”
of all the networks. On his page (more than 34,600 followers), Obama’s team has
posted light-hearted snaps, such as photos of the president stroking his dog Bo
under the heading “Pet Lovers for Obama.”
users to post and share photos put together by theme — is the more “intimate”
of all the networks. On his page (more than 34,600 followers), Obama’s team has
posted light-hearted snaps, such as photos of the president stroking his dog Bo
under the heading “Pet Lovers for Obama.”
Romney is on Pinterest with a mere 1,700 followers, but his wife
Ann has drawn a following of more than 12,400. She has posted photos of herself
cooking M&M cookies with her grandchildren or of a meatloaf cake — “one of
Mitt’s favorites.” Michelle Obama is also on Pinterest, with just under 43,000
followers. Her page includes gardening snaps taken around the White House.
Ann has drawn a following of more than 12,400. She has posted photos of herself
cooking M&M cookies with her grandchildren or of a meatloaf cake — “one of
Mitt’s favorites.” Michelle Obama is also on Pinterest, with just under 43,000
followers. Her page includes gardening snaps taken around the White House.
– Instagram: On this photo-sharing social network, some 1.5
million people follow Barack Obama’s campaign shots. Far behind, Mitt Romney is
“followed” by 30 times less people.
million people follow Barack Obama’s campaign shots. Far behind, Mitt Romney is
“followed” by 30 times less people.
