The Wilsar Johnson Blog

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.