The document discusses the innovative use of social media in the 2012 US presidential election campaign. It notes that the campaigns extensively used tools like microtargeting using voter data from Facebook, Twitter, YouTube, and other platforms to customize messages and ads for specific voter groups. Both campaigns invested heavily in digital strategies and hired experts to optimize their social media presence, online fundraising, and voter outreach. The document also raises privacy concerns about the extensive data collection and targeting used in digital campaigning.
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FOLLOWTHEMONEY: HOW SOCIAL MEDIA TRANSFORMED US ELECTIONS
1. FOLLOWTHEMONEY:
INNOVATIV BRUK AV SOSIALE MEDIER I
DEN AMERIKANSKE VALGKAMPEN
Bente Kalsnes, PhD, IMK, UIO
@benteka
Foto: <rs> snaps, Flickr, CC BY-ND 2.0
2. ”The real story
ofthepresidentialcamp
aignisn't in
thedailynews and
chatteroncable
shows, butmight be
foundelsewhere, in
the hard metricsof
voter attitudes and
turnout.”
MicahSifry,
Techpresident.com
12. “I think [digital in thepoliticalsphere] is no longer in
itsinfancy, and it’sno longer even a toddler — it’s a
real, live adolescent”
Stu Trevelyan, CEO of NGP VAN, 2012
(online advertising, mobile communications
and social media strategy - Obama)
13. ROI for sosiale medier i politikken
(computationalmanagement)
• Måling av suksess for
nettannonser, eposter, FB-
poster, bilder, videoer, etc.
• Få folk til å melde seg på epost-
listen
• Få folk til å donere penger
• Få folk til å registrere seg til å
stemme
• Få folk til å melde seg som
frivillig medarbeider Foto: MittRomney/Instagram
• Få folk til å stemme på deg
14. Arsenalet av kampanje-verktøy
• Velgerdatabase (+ data fradiv kommersielle
databaser og sosiale medier)
• Epost
• Sosial media-plattformer
• Sms
• Brev
• Annonser (tv, radio, print, nett, mobil)
• Nettsider
• Søkemotoroptimalisering
• etc
21. ”Underneathnearly all
thenew media worklay a
sophisticated data back-
end and
analyticspracticesthatfurth
ered staffers’ goal to
create ”a
customized, highlyproducti
veindividualrelationshipwit
hevery person in the
country”
Gray Brooks, Obama campaign-08
”Taking our country back”
22.
23. ”The campaigns have planted software
known as cookiesonvoters’ computers to
seeiftheyfrequentevangelical or erotic Web
sites for clues to their moral perspectives.”
Source:Campaigns Mine Personal Lives to GetOutVote,
NYTimes
24.
25.
26.
27. ”BothObama and Romney'ssitesallow, if not
encourage, visitors to login to
theircampaignwebsiteswith a
Facebookaccount, therebyunveiling a
wealthofinformation: emailaddress, friend
list, birthday, gender, and user ID.”
Voter databases:
• Republicans: VoterVaults
• Democrats: VoterBuilder
Source: The creepinessfactor. The Atlantic
28.
29.
30. • Campagins ”nowfullyengagedonthe latest
technologicalfrontier in advertising:
aimingspecificads at potential supporters
basedonwherethey live, the Web sitestheyvisit and
theirvotingrecords.
• ”As a result, microtargetingallowscampaigns to
putspecificmessages in front ofspecificvoters —
somethingthat has increased in
sophisticationwiththe large bucketsof data
available to politicalconsultants. ”
Source: ” Online Data HelpingCampaignsCustomizeAds
New York Times