The 2008 US Presidential Election may have been referred to as the “social media election” but that was then, and this year’s election campaign season was unlike any before it.
This Election Day, Twitter narrowly avoided a much-expected crash, peaking at 327,452 tweets per minute as a re-elected President Obama was called by news organizations around the country – including even veteran journalist Katie Couric who was given the job of social media expert during ABC’s election night broadcast.
I have been closely following the election all year as our client Attensity analyzed social media conversations about everything from the Super Tuesday primary elections (for which Attensity correctly predicted Gov. Romney as the top vote-getter), to the Presidential debates, to the most recent Election Day (for which Attensity provided Yahoo! and Bloomberg TV with real-time social analytics). In the end, Attensity found that, while the spread was much larger in social media, the candidate with the most voter support in social media won.
For this election, age demographics particularly seemed to be one of the largest dividing lines. Perhaps younger voters weren’t tuning in to watch the election results on the evening news this year (Twitter and Facebook are much more convenient), but they were watching some TV—namely the comedic satire news programs such as The Daily Show and The Colbert Report.
Making guest appearances on these shows gets viewers’ attention by meeting them on their terms. But, it wasn’t just appearing on a nightly news program that stirred so much attention and engaged so many conversations—it was the use of social media during the interviews. With hashtags on Twitter, watchers and (potential) voters were able to engage with each other in an easy, portable way. In fact, 39 percent of US adults have engaged in political activity on Facebook or Twitter. Additionally, research has shown that social media users in the US are six times more likely to go to a political convention, three times more likely to influence other voters and two times more likely to actually vote.
That sort of potential offers a clear lesson to make sure your business or client is where the people are: online! Make a point to be engaged on Twitter, Facebook and other social media sites.
As the election comes to a close, the politicians who did best in social media are the ones personally invested in a digital strategy that was integrated into all aspects of their campaigns. For instance, the time the largest number of people were engaging on Facebook was during prime time TV viewing hours, and the smartest campaigns ran their ads then on TV and also on Facebook. That way a constituent might have seen a commercial on TV and had that message reinforced with a Facebook ad that told them which of their friends support that candidate.
The benefits of harnessing this kind of knowledge in social media extend well beyond politics into any client’s industry.
At the moment, the number of active Facebook users of voting age is about 150 million, and they each have an average of 130 friends—so there is a gigantic potential for people’s opinion to be swayed. While the numbers may not be quite as astronomical for your business or client, the opportunity to build your brand and target potential customers is certainly there.
Photo credit: http://www.facebook.com/FamilyGuy