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:
- Early Influence of Social Media in Politics: Examining Obama's 2008 campaign.
- Evolution of Campaign Strategies: Changes from 2008 to 2016.
- Memeification of Politicians: Focus on Joe Biden and Kamala Harris.
- Platforms and Strategies: Detailed looks at Facebook, Twitter, and Instagram in campaigns.
- Case Studies and Global Views: How politicians like AOC use social media, and examples from other countries.
- 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.