social media in elections campaign l singh nov 22 2011
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A SNAPSHOP of SOCIAL MEDIA UseA SNAPSHOP of SOCIAL MEDIA Useby by
Political Parties Political Parties in the Guyana 2011 Elections Campaignin the Guyana 2011 Elections Campaign
Lenandlar SinghLenandlar SinghDepartment of Computer ScienceDepartment of Computer Science
University of Guyana University of Guyana
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OUTLINEOUTLINEThe 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
Conversation, Questions, DiscussionsConversation, Questions, Discussions
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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, 2000 Fundraising (John McCain, 2000 Campaign) {a pioneer}Campaign) {a pioneer}
Blogs (Howard Dean Campaign,2004)Blogs (Howard Dean Campaign,2004)
Facebook, MySpace, Twitter (Obama’s Facebook, MySpace, Twitter (Obama’s Campaign, 2008) [4]Campaign, 2008) [4]
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Social MediaSocial MediaSocial Media Social Media the use of web-based and mobile technologies to turn the 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 of the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of , and that allow the creation and exchange of user-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
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The usual suspects:The usual suspects:
YouTubeYouTube
FacebookFacebook
MyspaceMyspace
TwitterTwitter
Del.icio.usDel.icio.us
DiggDigg
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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
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The Obama’s CampaignThe Obama’s Campaign
Barack Obama referred to as the “first Barack Obama referred to as the “first social media president” [5]social media president” [5]
Used Social Media as an Integral Part of Used Social Media as an Integral Part of Campaign in 2008 [6]Campaign in 2008 [6]
Hired Co-Founder of FaceBook Chris Hired Co-Founder of FaceBook Chris Hughes to set up Website [8]Hughes to set up Website [8]
Young Voters were receptive to campaign Young Voters were receptive to campaign [7][7]
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Obama’s CampaignObama’s Campaign
2.2M ‘friended’ Obama on Facebook; 0.5M 2.2M ‘friended’ Obama on Facebook; 0.5M “friended” McCain“friended” McCain
Over 500 unofficial groups dedicated to Over 500 unofficial groups dedicated to Democratic candidateDemocratic candidate
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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
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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 engagement Harness 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]
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Social Media Use in Canada’s Social Media Use in Canada’s Election of 2008Election of 2008
Table Showing Number of “Friends” on Table 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
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Social Media Use in Canada’s Social 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 of Overall 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 fundraising Unlike Obama, no direct-access use for fundraising and volunteers recruitmentand volunteers recruitment
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Social Media Use in Canada’s Social Media Use in Canada’s Election of 2008Election of 2008
Sporadic use by Stephane Dion – ask “friends” to Sporadic use by Stephane Dion – ask “friends” to “help spread the message”“help spread the message”
Friends of Leighton and May submit “fan” photos Friends 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”
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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
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AFC FacebookAFC Facebook
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APNU FacebookAPNU Facebook
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PPP/C FacebookPPP/C Facebook
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Facebook in Guyana’s 2011 CampaignFacebook in Guyana’s 2011 CampaignRelatively 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 and Relatively 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)
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Facebook in Guyana’s 2011 CampaignFacebook in Guyana’s 2011 CampaignAPNU – No wall; discussion limited to APNU – No wall; discussion limited to materials posted by APNUmaterials posted by APNU
AFC – sporadic calls for DonationAFC – sporadic calls for Donation
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Summary from the THREESummary from the THREE
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Summary from CandidatesSummary from Candidates
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Summary from CandidatesSummary from Candidates
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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
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TwitterTwitter
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Time on TwitterTime on TwitterAFC – Approximately 2 ½ YEARSAFC – Approximately 2 ½ YEARS
PNU – Approximately 5 MONTHSPNU – Approximately 5 MONTHS
PPP/C – Approximately 8 MONTHSPPP/C – Approximately 8 MONTHS
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AFC TwitterAFC Twitter
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APNU TwitterAPNU Twitter
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PPP/C TwitterPPP/C Twitter
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AFC UseAFC Use
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AFC UseAFC Use
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APNU UseAPNU Use
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PPP/C UsePPP/C Use
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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 Schedule Campaign Schedule
Links to pictures and Youtube videos (PPP/C)Links to pictures and Youtube videos (PPP/C)
AFC tweets mostly on Issues of Governance AFC tweets mostly on Issues of Governance
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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?
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ReferencesReferences[1] [1] http://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/http://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_Social_Media_iCrossing_ebook.pdfWhat_is_Social_Media_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 about Political Predicting Elections with Twitter: What 140 characters reveal about Political Sentiment. Proceedings of the International AAAI Conference on Weblogs and Sentiment. Proceedings of the International AAAI Conference on Weblogs and Social Media. Social Media.
[5][5]http://www.searchmarketinggurus.com/search_marketing_gurus/2008/11/http://www.searchmarketinggurus.com/search_marketing_gurus/2008/11/barack-obama-the-first-social-media-president.htmlbarack-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
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ReferencesReferences
[7] [7] Simba, M. (2009). The Obama campaign 2008: A historical Simba, 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
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Questions??Questions??