The Wilsar Johnson Blog

I finally read The Washington Post article about Kamala Harris's TikTok team, and it was worth the wait. 

What I loved most was seeing the recognition of Harris’s social team and the work they’re doing behind the scenes. People often assume that social media is simply something left for interns, downplaying the level of strategy, creativity, and decision-making it requires. 

Harris’s team, made up entirely of Gen Zers, is proving that social media isn’t just a job for anyone—it’s an essential part of modern campaigning that requires unique expertise.

The Gen Z Social Media Team 

Harris’s team is all under 25, and they’re reshaping what political campaigning looks like, especially on platforms like TikTok. 

What sets their strategy apart is the authenticity and speed they bring to the table. 

They’re quick to capitalize on trends, humor, and internet culture, which is a game-changer when engaging younger voters. These voters are more inclined to scroll past traditional campaign content, but when they see something that feels native to their social space—like Harris’s Dance Moms video mocking Trump’s debate performance—they stop, watch, and engage. That video alone has racked up over 7 million views.

It’s not just about posting for the sake of it, though. Every piece of content is part of a broader strategy. 

There’s an art to making it look effortless while staying relevant and aligned with campaign goals. Harris’s team has mastered that balance. While humor and memes are often at the forefront, the posts are meticulously planned and executed with an eye toward driving home key campaign messages.

The Fast-Paced World of Political TikTok

One of the things that struck me about this article was how Harris’s TikTok team works in near real-time. T

hey can create, edit, and post content in a matter of minutes—something most political communications teams would struggle with due to layers of approvals and checks. 

I’ve seen great content die on the vine because the approval process took too long. Harris’s team has a rapid response plan, allowing them to move quickly when something happens that requires immediate action.

For example, when Trump made a debatable comment during his speech, Harris's team quickly edited a video, added humorous commentary, and posted it while the topic was still hot. This ability to adapt and respond at the speed of TikTok’s fast-moving trends is what keeps them ahead of the game.

Key Takeaways from Harris’s Social Media Strategy

There are a few standout lessons from Harris's social media approach that are applicable not just in politics but to any person or brand looking to engage on platforms like TikTok:

• Authenticity Wins: Harris’s team creates content that feels real, relatable, and not overly polished. That authenticity resonates with TikTok’s younger audience. You can’t just push a message—people want to feel like they’re part of the conversation, not being lectured to.
• Speed Matters: Harris's team's ability to respond to events in real time has given it a massive edge. The internet moves fast, and so do its users. A rapid response plan is essential if you want to keep up and stay relevant.
• Social Media Is a Strategy, Not Just Posts: A lot of people think running social media is just about hitting publish, but that’s far from the truth. Behind the scenes, there’s thoughtful planning, trend analysis, and constant creativity. Harris’s team is a great example of how strategic social media can drive engagement and shape narratives.
• Gen Z Influence: With a team of digital natives, Harris’s strategy is tailored to a generation that lives and breathes social media. Gen Z understands internet culture, and they know how to speak the language of TikTok—something that’s essential for political campaigns looking to connect with younger voters.

The Bigger Picture: Social Media as a Campaign Necessity

What Harris’s team is doing speaks to something much bigger. It’s not just about having a presence on TikTok or social media—it’s about understanding the medium, knowing your audience, and delivering content that feels genuine.

But let’s not forget—managing a social account, especially one for a high-profile political figure, is no small feat. From developing rapid-response plans to ensuring posts align with broader campaign goals, staying relevant requires more than just posting a funny video. The ability to combine humor, relevance, and political messaging is an art, and Harris’s team is showing us all how it’s done.

As more campaigns adopt this kind of social-first strategy, it will be interesting to see how other politicians adapt. However, one thing is clear: the future of political campaigning will be shaped by those who can think and move as fast as social media itself.

I've had a Facebook account since my freshmen year of college, and back then, I never imagined it would evolve into the political superpower it is today—especially in the realm of campaigns. 

Obama's 2008 presidential campaign was the first to really leverage Facebook as a key part of its strategy. After that, political ad strategists increasingly built Facebook-specific campaigns. At that time, it was just a place where my friends and I hung out, much like MySpace. But Facebook has since become a vital tool for political campaigns, allowing them to reach voters with incredible precision. However, with that power comes significant controversy. From concerns about misinformation to debates over privacy and ethical advertising practices, Facebook's role in political advertising is both transformative and contentious. In this post, I explore how political campaigns use Facebook's targeted ads, the controversies surrounding these practices, and the evolving regulations aimed at curbing potential abuses.

The Power of Facebook Ad Targeting in Political Campaigns

People may have mixed opinions about Facebook, but when it comes to its ad targeting tools, there's no denying that it's at the top of the game. Through Facebook Ads Manager, campaigns can create Core, Custom, and Lookalike Audiences, enabling them to reach both new potential supporters and those already engaged with the campaign. If you're unfamiliar with these tools, just know they're essential for crafting highly personalized and effective digital ad campaigns. While my expertise lies in organic social media, I fully understand the importance of paid digital strategies to reach much larger, more specific audiences.

One key strategy involves using Facebook's Audience Insights feature, which provides valuable information about followers' online behavior and demographics. Campaigns can segment their audiences based on factors such as age, donation frequency, or location, ensuring that each group receives ads that are highly relevant to them. When used thoughtfully, this level of granularity allows campaigns to optimize messaging and maximize engagement.

Controversies Surrounding Facebook's Political Ad Policies

While Facebook’s microtargeting capabilities are powerful, they have also sparked significant controversy. Some critics argue that microtargeting allows campaigns to tailor messages to specific groups in ways that can deepen political polarization and spread misinformation. In traditional broadcast media, ads are visible to a broad audience. With microtargeting, political ads can present different, sometimes conflicting, messages to different groups, creating what some describe as "information silos." (The Verge)

One of the most debated aspects of Facebook's political ad policies is its decision not to fact-check political ads. This policy has allowed some politicians to promote ads containing false information, leading to widespread criticism from regulators, political figures, and digital experts. For example, during the 2020 presidential election, both the Trump and Biden campaigns took advantage of Facebook’s microtargeting tools to engage voters, despite ongoing concerns about the spread of misinformation. (Washington Post)

Facebook has defended its stance by arguing that it should not act as an "arbiter of truth," suggesting that political ads are a crucial part of democratic discourse. However, this stance raises serious concerns. When misinformation is allowed to flow unchecked in the name of free speech, it can lead us down a dangerous path—one that undermines the very freedoms and democratic principles Facebook argues to support. As Ellen L. Weintraub, a member of the Federal Election Commission, put it, Facebook’s approach often prioritizes profit over the integrity of the political process.

Regulatory Efforts and Facebook's Policy Changes

In response to mounting pressure, Facebook has made some adjustments to its ad targeting policies. Starting in January 2022, the platform restricted ads from targeting users based on sensitive categories such as political affiliation, religion, and sexual orientation. While this move was seen as a positive step by some, it also highlighted the broader challenges Facebook faces in balancing user privacy, preventing discrimination, and maintaining its role in political advertising. It’s a tricky balancing act for a platform that engages such a large portion of the U.S. voting population.

Despite these changes, the impact on political campaigns has been significant. Many campaigns, particularly smaller ones with limited resources, have struggled to adapt to the new restrictions. For example, during the 2020 election, Facebook's fluctuating ad policies, including temporary bans on political ads, frustrated campaigns across the political spectrum. These bans, intended to curb misinformation, also hindered legitimate voter outreach efforts, illustrating the complex trade-offs involved in regulating political advertising on social media. (Politico)

The Future of Political Advertising on Facebook

I anticipate that Facebook will continue to adjust its policies in response to public and regulatory pressure, and political campaigns will need to keep adapting their strategies. One approach is to focus more on first-party data, gathering information directly from supporters through methods like lead generation forms and email lists. For instance, in the 2024 election, campaigns are likely leveraging this data to create custom and lookalike audiences, allowing them to maintain targeting precision despite new restrictions. (NGP VAN)

Campaigns are also exploring alternative advertising channels, such as display ads, OTT (over-the-top) ads, sponsored content, and newsletter ads, to diversify their digital strategies. Increasing organic content creation is another tactic for boosting brand awareness and engagement, which can then be leveraged for more effective targeting.

Conclusion

Facebook’s role in political advertising is both a tricky one - influential and controversial. While its ad targeting tools offer powerful capabilities for engaging voters, they also raise serious ethical and regulatory concerns. As campaigns continue to navigate this complex landscape, the balance between effective digital strategy and responsible advertising practices will be crucial. By staying informed and adapting to new challenges, political campaigns can leverage the benefits of Facebook's platform while contributing to a healthier democratic process.

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Memes have evolved from simple jokes shared among friends to powerful tools that can shape public opinion and political discourse. The phenomenon of political memeification—where politicians become the subjects of widespread internet memes—has significantly impacted modern politics. One of the most notable figures in this landscape is Joe Biden, whose public image has been shaped by memes from his time as Vice President during the Obama administration to his current presidency. In this post, I explore Biden's memeification and examine how it began, its effectiveness, and its broader impact on political discourse.

Understanding Memeification in Politics

Memes, cultural symbols that spread rapidly online, have become integral to how people communicate, especially in politics. Initially conceived by Richard Dawkins in his 1976 book "The Selfish Gene" as a concept for how ideas propagate, memes in the digital era have taken on a life of their own. In politics, memeification refers to the process by which politicians become the subjects of widespread internet memes, often leading to a reimagining of their public personas.

Humor and satire play a critical role in memeification. Memes often use these elements to simplify complex political issues, making them more accessible and engaging for a broader audience. As Dr. Anushka Kulkarni's research highlights, memes serve as both a tool for civic participation and a means of entertainment, allowing individuals to express political opinions in a format that resonates with digital natives.

Joe Biden's Memeification: The Beginnings

Joe Biden's journey as a memeified politician began during his tenure as Vice President under President Barack Obama. The internet quickly took notice of Biden's affable, gaffe-prone personality, leading to the creation of numerous memes that portrayed him as the fun, relatable, and easygoing counterpart to Obama's more serious demeanor.

One of the earliest and most popular memes from this era was the "Prankster Joe Biden" or "Biden Bro" meme, which depicted Biden as a mischievous, prank-playing sidekick to Obama. These memes typically featured fictional scenarios where Biden was planning light-hearted pranks or making humorous remarks, juxtaposed against Obama's stoic and composed image. The "Biden Bro" meme solidified Biden's image as a relatable, down-to-earth figure who brought a sense of humor to the White House.

Another notable meme from this period was the "Uncle Joe" meme, which further emphasized Biden's persona as a friendly, somewhat goofy character who was beloved by the public. These memes often portrayed him as a well-meaning, if slightly eccentric, elder statesman who was always ready to lend a helping hand or share a laugh.

Joe Biden's Memeification as President

As Biden transitioned from Vice President to President, the nature of the memes associated with him evolved as well. While the "Biden Bro" and "Uncle Joe" memes focused on his light-hearted, approachable personality, the memes from his presidency have taken on a more complex and sometimes critical tone.

One of the most prominent memes during Biden's presidency is the "It's Joever" meme. This meme originally emerged from 4chan as a bad-faith meme from the right, intended to suggest that Biden's presidency or political career was failing. It gained traction again after his announcement on social media that he would drop out of the race. The meme typically features images of Biden with captions that imply the end of his political career in a humorous or satirical way. The meme has resonated with those who view Biden's presidency as nearing its conclusion or see his leadership as ineffective.

In contrast to earlier memes like "Biden Bro," which celebrated Biden's light-heartedness, "It's Joever" reflects a more critical perspective. While the earlier memes helped humanize Biden and endear him to the public, "It's Joever" amplifies sentiments of disappointment or fatigue, framing Biden's presidency in a way that resonates with critics and satirists alike.

The Power of Memes in Political Discourse

Memes like "It's Joever" and the earlier "Biden Bro" do more than entertain; they shape political narratives and influence public perception. By distilling complex political issues into easily shareable content, memes have the power to frame politicians in specific ways, making them relatable or, conversely, ridiculed.

Biden's use of memes, particularly through the "Dark Brandon" persona, has been part of a broader strategy to engage younger voters and showcase his administration's accomplishments in a way that resonates with internet culture. The Biden campaign and even the White House have embraced these memes, using them on social media to appeal to a demographic that might otherwise be disengaged from traditional political messaging.

In contrast, Donald Trump's meme strategy has often focused on exaggerated, superhero-like depictions of himself, coupled with memes that mock Biden as confused or incompetent. This comparison highlights how both campaigns have used memes to reinforce their respective narratives and engage supporters.

Engagement and Viral Spread

Memes are particularly effective in reaching younger audiences who spend a significant amount of time on social media platforms. As Helen Brown notes in her analysis of internet memes, their humor and relatability make them highly engaging, often evoking strong emotional responses that enhance their memorability and persuasive power.

The viral nature of memes allows political messages to spread quickly, sometimes reaching millions of people within hours. This rapid dissemination can significantly impact public opinion, especially when the memes are shared within echo chambers where users are primarily exposed to information that aligns with their existing beliefs.

However, this viral spread also comes with risks. Memes can oversimplify complex issues, potentially leading to misinformation and increased political polarization. The humorous and satirical nature of memes can sometimes obscure the seriousness of the issues they address, making it challenging for audiences to critically engage with the underlying messages.

Challenges and Ethical Considerations

While memes offer a powerful tool for political communication, they also present challenges, particularly concerning misinformation and polarization. As Seth Smalley discusses in his article on the role of memes in political strategy, the oversimplification inherent in meme culture can contribute to the spread of misleading information, which is often amplified by the viral nature of social media.

There are also ethical considerations in using memes for political purposes. The manipulation of public opinion through humor and satire raises questions about the integrity of political discourse. While memes can be an effective way to engage voters and rally support, they can also be used to deceive or mislead, contributing to a less informed electorate.

Conclusion

The memeification of Joe Biden highlights the dual nature of memes as both tools for political engagement and sources of potential misinformation. From the early days of "Biden Bro" to the more recent "It's Joever" meme, these examples illustrate how internet culture can shape public perceptions and influence political discourse in the digital age.

As we move forward, the role of memes in politics will likely continue to grow, making it increasingly important for both creators and consumers to approach them with a critical eye. The future of political communication will depend on our ability to navigate the complexities of meme culture while maintaining the integrity of democratic discourse.

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As I've mentioned, Barack Obama's 2008 presidential campaign revolutionized how candidates use social media and digital tools to engage with voters, share information, and rally support. From that pivotal 2008 campaign to Donald Trump's unconventional use of Twitter in 2016, social media has become an essential tool in modern politics. Building on insights from my previous discussion on Obama's 2008 campaign, this post explores how strategies evolved between 2008 and 2016 and the impact of major social media platforms.

The 2008 Milestone

Obama's team seamlessly integrated email, cell phones, and websites to create a robust digital presence. My.BarackObama.com became a hub for supporter self-organization, allowing volunteers to create profiles, join groups, and coordinate grassroots activities. The campaign's effective use of social media platforms like Facebook and Twitter resonated particularly with younger voters. By leveraging these platforms, Obama's team raised small donations from a large base of supporters, showcasing the power of digital fundraising. The campaign's ability to engage and mobilize young voters played a crucial role in its success.

The 2012 Presidential Election

By the 2012 election, political campaigns had further refined their use of social media, incorporating advanced data analytics and more sophisticated digital strategies.

Obama's reelection campaign built on its previous success by developing sophisticated analytic models to personalize messaging. The campaign bypassed traditional media filters, using digital tools to communicate directly with voters. This approach allowed for highly targeted and effective outreach, contributing to the campaign's success (Pew Research Center).

Learning from the 2008 campaign, Mitt Romney's team adopted similar social media strategies. Romney's campaign focused on personalizing his image and making him relatable to voters through a strong social media presence. Despite these efforts, Obama's campaign remained more technologically advanced and effective in its digital engagement (E-Electioneering).

The 2016 Presidential Election

The 2016 presidential election showcased the growing centrality of social media in political campaigns, with both major candidates utilizing these platforms extensively.

Donald Trump's campaign made extensive use of Facebook ads and other social media tools. Led by digital strategist Brad Parscale, the campaign utilized data analytics to microtarget voters with unprecedented efficiency. The controversial role of Cambridge Analytica and its use of unauthorized personal data to create voter profiles for targeted ads further highlighted the campaign's digital prowess. Trump's ability to dominate social media discourse and garner significant free media attention was a key factor in his victory (American Bar Association).

While building on the technological foundations laid by Obama's campaigns, Hillary Clinton's campaign faced challenges in leveraging social media as effectively as Trump's. Despite having a strong digital strategy, Clinton's campaign struggled to match the grassroots energy and real-time engagement that characterized Trump's social media presence (E-Electioneering).

The 2016 election also underscored the impact of media influence and misinformation. Trump's campaign benefited from substantial free media coverage, which amplified his social media messages. Additionally, the spread of misinformation on social media platforms posed significant challenges for the democratic process, highlighting the need for better regulation and transparency (BBVA OpenMind).

Congressional Campaigns: Leveraging Social Media for Influence

The use of social media has been broadened beyond presidential campaigns. Local and state-level campaigns have also harnessed the power of digital tools to engage voters and drive support.

An excellent example of a non-presidential campaign utilizing social media comes from the U.S. Congress. Between 2015 and 2020, members of Congress significantly ramped up their social media presence, particularly on platforms like Facebook and Twitter. According to the Pew Research Center's report, "Congress Soars to New Heights on Social Media," the typical member now tweets 81% more often and has nearly three times as many followers compared to 2016. This increase in activity reflects a broader trend in which lawmakers have recognized the power of social media to shape public narratives and engage directly with constituents.

Democratic members tend to post more frequently and have a larger following on Twitter, while Republican members often see higher engagement per post. This dynamic underscores how different political strategies can be applied depending on the platform and audience. For example, during the early Trump administration, Democrats saw a peak in engagement, reflecting the heightened political activism of their base during that period.

The social media landscape in Congress is dominated by a small group of high-profile lawmakers, with the top 10% of members accounting for more than three-quarters of all engagement. This concentration of influence demonstrates how a few strategically savvy members can drive the conversation on social media, setting the agenda and influencing public opinion far beyond their districts.

The type of content that drives engagement is also telling. Posts that mention political opponents or hot-button issues tend to generate the most interaction, indicating that conflict and controversy are potent tools for capturing attention. For instance, Democrats might use terms like "equal pay," while Republicans emphasize "pro-growth," each effectively targeting their respective audiences.

Comparative Analysis of Social Media Platforms

Different social media platforms have distinct roles and impacts in political campaigns.

Twitter has become a central hub for political communication, exemplified by Trump's "Rule by Tweet" approach. The platform's real-time nature and wide reach have made it a powerful tool for politicians to make announcements and engage with the public. However, it has also contributed to a coarsening of political discourse and the rapid spread of misinformation (BBVA OpenMind).

Facebook's ability to micro-target ads based on detailed personal data has made it a highly efficient platform for political advertising. However, this practice has raised concerns about privacy and the spread of false information. The platform's regulatory challenges and the need for greater transparency are ongoing issues (American Bar Association).

YouTube has also played an increasingly important role in political campaigns. Obama and Romney utilized YouTube to share campaign videos, engage with voters, and provide a more personal touch to their messaging. The platform's visual nature and wide reach make it an essential tool for modern campaigns (E-Electioneering).

The Decline of Traditional Media and the Rise of Digital Platforms

The rise of social media has coincided with a decline in traditional media consumption, fundamentally changing how political information is disseminated and consumed.

The decline of local news outlets and the rise of "news deserts" have left many areas without reliable local journalism. In these regions, social media has become a primary source of information, influencing public knowledge and engagement with local issues. This shift has significant implications for democratic participation and the quality of political discourse (BBVA OpenMind).

Future Trends and Challenges

Looking ahead, the role of social media in political campaigns will continue to evolve, presenting both opportunities and challenges.

Campaigns will likely continue to refine voter targeting tools and leverage data analytics for more effective outreach. However, the challenges posed by video manipulation (such as deepfakes) and the spread of misinformation will require ongoing attention and regulation (MIT Technology Review).

The unique characteristics of social media platforms, such as their ability to microtarget ads and their protection under Section 230, create a complex regulatory environment. Effective regulation, whether by the platforms themselves or through government intervention, is crucial to ensuring the integrity of the democratic process (American Bar Association).

Conclusion

The evolution of political campaigns on social media has transformed the landscape of modern politics. From Obama's innovative use of digital tools in 2008 to Trump's unorthodox social media strategies in 2016, these platforms have become essential for engaging voters, disseminating information, and mobilizing support. As we look to the future, the continued adaptation to new technologies and the need for effective regulation will shape the next phase of political media strategies. The transformative impact of social media on political campaigns underscores its importance in the democratic process and highlights the need for thoughtful and strategic use of these powerful tools.

This Post is Part of a Series

This post is part of a series exploring the impact of social media on political campaigns. If you enjoyed this, consider reading the other posts in the series:

1. Introduction to Social Media and Politics
2. Early Influence of Social Media in Politics: Obama's 2008 Campaign

The 2008 presidential campaign of then-candidate Barack Obama marked a significant turning point in using social media in politics. Obama's campaign was revolutionary in its strategic use of digital tools to mobilize supporters, raise funds, and communicate with the electorate. This approach helped Obama secure the presidency and set a new standard for political campaigns worldwide.

The Pioneering Use of Social Media

Barack Obama's 2008 presidential campaign was groundbreaking in using social media platforms like Facebook, Twitter, YouTube, and MySpace. This innovative approach set a new standard for political engagement, fundamentally changing how campaigns are run and how politicians interact with voters.

• Facebook: Obama's campaign utilized Facebook to create a network of supporters who could easily share information, organize events, and mobilize volunteers. The campaign's Facebook page became a central hub for engagement, allowing users to connect with each other and the campaign in real time. This was revolutionary then, allowing unprecedented direct communication between a campaign and its supporters, bypassing traditional media filters. This direct line of communication was a key element in making Obama the "first social-media president."
  
• Twitter: Although Twitter was relatively new at the time, Obama's team recognized its potential for rapid communication and direct engagement. They used Twitter to share updates, respond to voter questions, and amplify messages quickly and efficiently. Obama's adept use of Twitter allowed him to reach a broad audience and engage with constituents more personally and immediately. This strategic use of Twitter to engage voters and respond to real-time events set a precedent for future campaigns, highlighting the platform's power in shaping public discourse.

• YouTube: YouTube played a crucial role in the campaign's media strategy. Obama's team produced and distributed a vast amount of video content, including speeches, campaign ads, and behind-the-scenes footage. These videos were not only informative but also helped to humanize Obama and connect with voters on a personal level. For instance, the "Yes We Can" music video by Will.i.am, which featured Obama's speeches, went viral and significantly boosted his online presence and appeal among younger voters. Bogost notes that this kind of viral content was essential in building a relatable and engaging image of Obama, making his messages more accessible and impactful.
• MySpace: MySpace, one of the leading social networking sites at the time, was also leveraged to reach a younger, tech-savvy audience. Obama's MySpace page allowed supporters to engage with the campaign, share content, and organize grassroots efforts. While MySpace has since fallen out of favor, its use in the 2008 campaign was a testament to Obama's strategy of meeting voters where they were already active online. This approach was indicative of a broader trend in using digital platforms to foster grassroots mobilization and community building. 

Some might argue that the use of these platforms is not groundbreaking by today's standards. However, in 2008, leveraging social media to this extent was unprecedented and showcased a forward-thinking approach to political campaigning. Obama's campaign demonstrated how digital tools could be used to democratize political engagement and create a more interactive and participatory campaign environment.

Setting a New Standard for Political Engagement

Obama's strategic use of these platforms set a new standard for political engagement. By harnessing the power of social media, the campaign was able to reach millions of voters, foster a sense of community among supporters, and create a highly interactive and participatory campaign environment. This approach not only increased voter engagement but also democratized the campaign process by allowing everyday citizens to play a more active role in it.

According to Ian Bogost, Obama's proficiency with social media was akin to JFK's mastery of television. Just as JFK's effective use of TV changed political communication, Obama's adept use of social media transformed political campaigns, setting a new benchmark for how digital tools could be leveraged to engage voters directly. However, Bogost also critiques this reliance on social media, suggesting that while it enhanced public communication, it might have overshadowed more critical issues related to technology, such as surveillance capitalism and misinformation. He argues that while Obama's relatable and tech-savvy image was appealing, it did not address the broader societal impacts of these technologies. Despite these criticisms, Obama's innovative use of social media remains a defining feature of his 2008 campaign, showcasing the potential of digital platforms to transform political engagement.

Public Reception During the 2008 Campaign

The 2008 presidential election saw unprecedented levels of online political activity. According to the Pew Research Center's report "The Internet's Role in Campaign 2008," over half of the voting-age population used the internet for political purposes, with 74% of internet users going online for news, information, or communication about the election. This marked a significant increase from previous elections and highlighted the growing importance of digital platforms in political campaigns.

Obama's campaign was particularly effective in engaging younger voters. Platforms like Facebook and YouTube allowed the campaign to reach a traditionally more challenging demographic to engage through conventional media. The campaign's use of social media was seen as innovative and modern, resonating with a tech-savvy electorate eager for change.

Comparisons to Present Day

In today's political landscape, the use of social media is ubiquitous. Voters now expect candidates to have a strong online presence across multiple platforms. The strategies that were revolutionary in 2008 are now standard practices. However, the landscape has also become more complex, with issues such as misinformation, data privacy, and digital manipulation becoming significant concerns.

While Obama's campaign set the standard for digital engagement, modern campaigns must navigate a more challenging environment. The public's expectations have evolved, with voters demanding more transparency and authenticity from candidates. Social media platforms have also introduced new features and tools, allowing for even more sophisticated targeting and engagement strategies.

• Donald Trump: Trump's 2016 campaign took social media engagement to a new level with his frequent and direct use of Twitter. His unfiltered tweets resonated with his base and garnered extensive media coverage, highlighting the power of direct communication. Unlike Obama's more strategic and polished approach, Trump's use of social media was often impulsive and controversial, increasing his visibility and media dominance. His ability to bypass traditional media and communicate directly with his supporters demonstrated the evolving landscape of political communication and the increasing importance of authenticity—or perceived authenticity—in social media interactions.
• Bernie Sanders: Sanders' campaigns in both 2016 and 2020 utilized social media to mobilize grassroots support, similar to Obama's approach. His use of live streaming and social media influencers helped to engage younger voters and build a passionate supporter base. Sanders' focus on small donations mirrored Obama's strategy, creating a sense of ownership among his supporters and demonstrating the continued relevance of grassroots fundraising in the digital age.
• Hillary Clinton: Clinton's 2016 campaign also recognized the importance of social media but took a more structured and professional approach compared to Trump's. Her campaign used social media to communicate policy details and engage with voters through organized digital events. Clinton's approach was more cautious, reflecting the challenges of maintaining a consistent and controlled message in a highly scrutinized online environment.

Each candidate adapted their social media strategies to suit changing voter preferences. While Obama's campaign focused on engagement and community building, subsequent campaigns have had to navigate a more complex digital landscape with new challenges and opportunities. For instance, the rise of misinformation and the need for real-time fact-checking have become significant issues that modern campaigns must address. The integration of newer platforms like Instagram and TikTok also illustrates how the digital landscape continues to evolve, requiring campaigns to be agile and innovative in their approach.

Challenges and Criticisms

Obama's use of social media was not without challenges and criticisms. One of the main challenges of Obama's social media strategy was the potential for misinformation and the spread of false information. While social media allowed for rapid communication, it also opened the door to the rapid spread of rumors and inaccuracies.

Additionally, the reliance on social media for communication raised concerns about data privacy and the potential for surveillance. Critics argued that while Obama's campaign was effective, it set a precedent for future campaigns to prioritize digital engagement over substantive policy discussions. Despite these criticisms, the overall impact of Obama's social media strategy was positive, demonstrating the potential for digital tools to enhance political engagement.

Future Implications

The use of social media in Obama's 2008 campaign has significant implications for the future of political campaigns. Obama's campaign demonstrated the power of social media in reaching and engaging voters. Future campaigns can learn from his strategy by emphasizing authenticity, transparency, and community building. Additionally, data and analytics will continue to be crucial elements of successful campaigns, as will targeting voters and personalizing messages. However, future campaigns must also address the challenges of misinformation and data privacy to maintain voter trust.

Sources

Over the next couple of months, my goal is simple: to do a deep dive into the intersection of politics and digital media, especially how social media impacts our political landscape. Some of the topics I'm curious about and expect to write about are:

1. "Obama Was Too Good at Social Media" by Ian Bogost
2. "Obama's army of small donors" by Politico
3. "Campaign Communications: A Look at Obama's Social Media Success" by PR News
4. "The Internet's Role in Campaign 2008" by Pew Research Center

What to Expect

Over the next couple of months, my goal is simple: to do a deep dive into the intersection of politics and digital media, especially how social media impacts our political landscape. Some of the topics I'm curious about and expect to write about are:

1. Evolution of Campaign Strategies: Changes from 2008 to 2016.
2. Memeification of Politicians: Focus on Joe Biden and Kamala Harris.
3. Platforms and Strategies: Detailed looks at Facebook, Twitter, and Instagram in campaigns.
4. Case Studies and Global Views: How politicians like AOC use social media, and examples from other countries.
5. Future Trends and Predictions: The role of social media in future elections and challenges like misinformation.

Did you know that social media can now make or break political campaigns? According to the Sprout Social Index Edition XIX: Breakthrough, 68% of Americans get at least some of their news from social media.

In today's digital age, platforms like X/Twitter, Facebook, and Instagram have revolutionized how political campaigns are conducted and how politicians engage with the public. The ability to instantly connect with millions of constituents and voters and shape public discourse has made these platforms indispensable tools in modern political strategy. For instance, recent elections have shown how quickly a well-timed tweet or viral post can shift the momentum of a campaign.

A New Era in Campaigning

President Barack Obama's 2008 campaign set a new standard for the use of social media in politics. Leveraging Facebook and YouTube, Obama's campaign reached a younger, "tech-savvy" audience, including me. I was in college when Obama ran, and I vividly remember learning about him on Facebook and Twitter. I remember him being the first politician and elected official to embrace social media and use it as a form of communication. This approach helped him secure the presidency and marked the beginning of a new era in political campaigning.

Obama's campaign used targeted social media strategies to engage voters, such as personalized messages, grassroots fundraising through small donations, and interactive content that encouraged participation and sharing. According to Wharton marketing professor Pinar Yildirim, social media allows politicians and elected officials to communicate directly with constituents, bypassing traditional media channels (although I firmly believe that social media should complement, not replace, traditional media). This shift has leveled the playing field, particularly benefiting political newcomers who lack the financial resources of established incumbents (Knowledge at Wharton).

Evolution Post-Obama

Since Obama's groundbreaking use of social media, its role in politics has only grown. The 2024 election season is in full swing, with candidates Kamala Harris and Donald Trump leveraging social media to connect with voters in real-time, share campaign updates, and address controversies head-on. This evolution reflects the increasing importance of digital strategies in political campaigning, highlighting how these platforms can shape public perception and influence voter behavior (Pew Research Center, Sprout Social).

Why This Series Matters

With the 2024 elections in full swing, understanding social media's impact on politics is crucial because so far a lot of the fundraising has been influenced by social media activity. My goal with this series is to provide insights and analysis on evolving strategies, successes, pitfalls, and future trends. I've spent over a decade working as a digital brand strategist in Congress, particularly for elected officials and politicians. I know what running and managing these accounts and personal brands is like. My years of experience in the industry allow me to speak candidly and insightfully about this topic. I'll explore case studies and global perspectives and discuss challenges I see emerging.

Global Perspectives

A Pew Research Center survey shows that a median of 57% across 27 countries believe social media has been good for democracy. However, the U.S. is a significant outlier, with 64% of Americans viewing it negatively. This negative perception in the U.S. could be attributed to concerns about misinformation, privacy issues, and the impact of social media on political polarization. For example, in Germany, only 36% of respondents see social media as a positive force, reflecting worries about data privacy and the spread of fake news. In contrast, 77% in Nigeria view social media favorably, likely due to its role in facilitating political activism and social movements.

The Political Economy of Social Media

The book "The Political Economy of Social Media," edited by Filipe R. Campante, Ruben Durante, and Andrea Tesei, explores how social media has transformed political processes. It discusses the democratization of political participation, the challenges of misinformation, and the economic implications of social media-driven public opinion. For instance, the book highlights how social media platforms played a crucial role in the Arab Spring by enabling grassroots mobilization and communication. It also examines the rise of misinformation during the 2016 U.S. presidential election and its impact on voter behavior. The book provides case studies from different countries, illustrating the global impact of social media on politics and offering insights into future trends such as AI in political campaigns and potential regulatory responses.

Side note: I'd love to dive deeper into this book and share some insights and takeaways. But that's for another blog post.

Shaping Political Discourse

Social media significantly impacts political discourse by enabling real-time interaction and organizing social movements. A prime example is the Black Lives Matter movement, which used social media to mobilize millions worldwide, organize protests, and raise awareness about racial injustice (Modern Diplomacy). Platforms like Twitter, Instagram, and Facebook played pivotal roles in amplifying voices and coordinating actions, demonstrating the power of digital tools in fostering social change. However, social media also introduces challenges like misinformation and echo chambers, which can distort public perception and deepen societal divides (Pew Research Center). Despite these issues, these platforms empowers individuals and groups, providing new avenues for political engagement and participation.

Case Study: Reversing the Incumbency Advantage

Research indicates that social media can help level the playing field for political newcomers. Incumbents traditionally have an advantage due to established networks and financial support, but social media allows new candidates to gain visibility and support without significant financial investment. Politicians like Alexandria Ocasio-Cortez (AOC) have successfully used social media to bypass traditional barriers and connect directly with voters, demonstrating that effective social media strategies can significantly impact electoral dynamics (The Globe Post).

Ocasio-Cortez leveraged platforms like Twitter and Instagram to share her campaign journey, policy positions, and personal anecdotes, creating a strong, authentic connection with her audience. She frequently posted live videos and stories, providing behind-the-scenes glimpses into her campaign and daily life, which resonated with many voters seeking transparency and relatability. Her ability to engage with constituents in real-time, answer questions, and discuss issues transparently helped her build a loyal following and gain substantial media coverage, contributing to her victory over a long-standing incumbent (The Globe Post).

Kamala Harris and Meme Culture

Kamala Harris's recent surge in the 2024 presidential race highlights the power of meme culture in modern politics. As pressure mounts on Joe Biden to exit the race, Harris has seen a significant boost in her campaign through the viral spread of memes and social media engagement. The resurgence of the "KHive," her online support base, has played a crucial role in this shift. Memes featuring Harris dancing, laughing, and using memorable quotes have flooded social media platforms, creating a wave of ironic yet impactful support. One particularly viral meme depicted Harris with the caption, "Madame Vice President," which garnered millions of likes and shares, boosting her visibility and popularity (The Independent). The "coconut tree" meme, where Harris recounts her mother's saying, "You think you just fell out of a coconut tree? You exist in the context of all in which you live and what came before you," has become especially popular, reflecting her unique style and resonating with a broad audience (Vox).

What to Expect

Over the next couple of months, my goal is simple: to do a deep dive into the intersection of politics and digital media, especially how social media impacts our political landscape. Some of the topics I'm curious about and expect to write about are:

1. Early Influence of Social Media in Politics: Examining Obama's 2008 campaign.
2. Evolution of Campaign Strategies: Changes from 2008 to 2016.
3. Memeification of Politicians: Focus on Joe Biden and Kamala Harris.
4. Platforms and Strategies: Detailed looks at Facebook, Twitter, and Instagram in campaigns.
5. Case Studies and Global Views: How politicians like AOC use social media, and examples from other countries.
6. Future Trends and Predictions: The role of social media in future elections and challenges like misinformation.

I've always been curious about this topic, and I invite you to explore how social media is transforming politics with me. I'd love for this to be a dialogue.

When we were in Sierra Leone, my father kept listening to “Compound” by the Sierra Leone artist, Adfega. It’s a great song, and I liked it when I first heard it. It quickly became his favorite. He would request it at clubs and even pay DJs to play it for him. He played it so much that I got sick of it. Imagine, every day you enter the car and hear that song over and over again, with my dad singing along loudly. Eventually, it became seared into my brain. My initial dislike transformed, and I started liking the song again. Now, whenever I hear this song, I think of my dad.

On this Father’s Day, I am sharing this video of us towards the end of my trip. We were driving by the Sierra Leone peninsula on a hot January day, and he asked me to play “Compound” once more. I groaned but ended up joining him, and it was so much fun. It’s one of those moments and memories I will cherish forever. Watching this video made me smile because it reminded me of the joy of singing it with him. I’m glad I recorded it.

Reflecting on this memory, I realize how these small, seemingly mundane moments hold deep significance. They remind me of the profound connection we share with our parents and how our identities are shaped by these experiences. My father’s persistence in playing this song was more than just a preference for a song; it was a way for us to bond, to create shared memories that transcend time and distance.

As we celebrate Father’s Day, I am reminded of the importance of cherishing these moments with our loved ones. They become a part of who we are, a thread in the fabric of our identity. Happy Father’s Day, Dad. I am grateful for the memories we’ve created and look forward to many more. 

When I shared the news of my grandmother's passing yesterday, many of you responded with kindness and thoughtfulness, for which I am truly grateful. 

Grandma Sarah was bold, courageous, and kind, seemingly unafraid of anything. This made me a little uneasy as a kid because I was so afraid of everything. She did not play. If she had a problem with you, she made sure you were aware of it and never pretended otherwise. If you disrespected her or her family, she ensured you never did it again. 

She was fearless. 

I looked at her in awe—her courage seemed so foreign to me, even though her daughter, my mother, is the same way. As a kid, I found her directness scary and uncomfortable, but as I've grown older and become more comfortable with the woman I am becoming, all I can do is admire her and hope to be more like her as I gain more wisdom and experience.

She was also extremely loving and caring. 

Grandma cooked for everyone—and I mean everyone. I can say that she's probably fed almost every Sierra Leonean in New Jersey, especially those in South Jersey and maybe even Philly. At her funeral, I witnessed her kindness even more profoundly when almost everyone who attended spoke of how she had saved them financially, paid for countless school fees, covered doctor visits, and supported christenings, baby showers, and baby clothes, among many other things. 

I saw how her children spoke of their individual relationships with her and how special each one was. I listened to grandchildren in Sierra Leone, who tried to be brave and hold back tears, speak of her and how much she meant to them. I connected with their suffering as I tried and failed to keep it together. 

I miss Gradnma Sarah dearly, and seeing her lay in her coffin broke my heart into pieces. I felt foreign emotions since this was my first real connection to death. During the civil war, I saw a lot of deaths—babies, the elderly, the young, etc.—but those deaths were outside of me. Although I felt extreme empathy for those lives, I was distant from the grief. My grandmother's passing was internal and personal, so I am still processing these emotions. I have so much I want to say, and maybe writing can help me process the grief that often washes over me at the most unexpected times. 

I am privileged to have felt her love while she was alive. I am grateful that she was my grandmother. 

I am grateful to carry (part of) her name with me. I know she would have been so proud of me—I know it.