Use of Social Media in Presidential Campaigns: Do Social Media Have an Effect on the Political Behavior of Voters Aged 18-24?

Today, the idea of social media is radically different from the media of a decade ago. While a decade ago the Internet was considered new media, our society now turns to Facebook, Twitter, and blogs as sources of information. In the United States during election cycles, the use of social media by presidential candidates has become a way for many voters to find out about candidates. As a result, presidential candidates have had to adapt their campaign strategies to work with these media in a way that will effectively target these audiences. This study examines whether campaigns that are more “social media savvy” will ultimately garner more votes, specifically from those aged 18-24. By analyzing social media tactics of the 2004 and 2008 presidential elections and surveying voters in this age range, I ultimately found that there was no relationship between social media use and young voter participation or likelihood of voting for Democratic candidates. However, there was a relationship between social media usage and likelihood of voting for Republican candidates: when social media was used, participants were less likely to vote for the Republican candidate than when no social media use was present

Political Marketing: How Social Media influenced the 2008-2016 U.S. Presidential Elections and Best Practices Associated

Political marketing has become a growing facet of marketing that has infiltrated the campaigning of U.S. presidential elections. Within this cognate of marketing, social media has become a major component of predicting election outcomes starting with the 2008 U.S. presidential election. An analysis of the social media performance of candidates from the 2008 to 2016 U.S. presidential elections reveals how the power of social media can be harnessed to increase voter participation, connect voters to offline political activity, and engage voters with candidates on a more personal note. Social media political marketing should further emphasize the candidate’s brand and build followership through targeted messaging to desired segments. Social media continues to grow in use and bypass direct news sources; therefore, it must complement and create a dialogue with traditional media, as it will likely surpass it someday. To use social media effectively in political marketing, best practices are outlined in this paper with regards to content, engagement, security, platform selection, targeting, group membership environment creation, and display

Exploring the democratic potential of online social networking: The scope and limitations of e-participation

Copyright © 2012 by the Association for Information Systems.The availability and promise of social networking technologies with their perceived open philosophy has increasingly inspired citizens around the world to participate in political activity on the Web. Recent examples range from opposing public policies, such as government funding cuts, to organizing revolutionary social movements, such as those in the Middle East and North Africa. Although online spaces create remarkable opportunities for various forms of political action, there are concerns over the power of existing institutions to control and even censor such interaction spaces. The objective of this article is to draw together different insights on the online engagement phenomenon, highlighting both its potential and limitations as a mechanism for fostering democratic debate and influencing policy making. We examine recent examples from Europe, the Middle East and Latin America. Finally, we summarize the implications of our work and outline directions for further research

The Evolution of American Microtargeting: An Examination of Trends in Political Messaging

The usage of targeted messaging by political campaigns has seen a drastic evolution over the past half-century. Through advancement in campaign technology, and an increasingly large amount of personal information up for sale, campaigns have continually narrowed their scope from targeting large demographic groups to targeting each voter individually through a process called microtargeting. This presentation examines both the history of microtargeting in American politics, and the potential effects of its utilization

Obama’s election campaign and the integrated use of social\ud media

When Barack Obama won the 2008 US Presidential election he\ud did so partly as a result of harnessing the power of social media to\ud communicate with, and enlist the support of, millions of Americans who\ud had never previously been active in the processes of an election campaign.\ud As a result of Obama‘s invitation and his use of new media, some of the\ud poorest members of the world‘s wealthiest nation found themselves able\ud to make a critical contribution through a myriad of small activities starting\ud from seemingly inconsequential choices such as the selection of a mobile\ud phone ring tone. Although ‗people power‘ is not a new force in politics,\ud the Obama campaign set a fresh benchmark for inclusive ways in which to\ud communicate to and with a holistic cross section of the American people,\ud including many who would not have been previously seen as a critical\ud ‗target market‘. This paper examines Obama‘s use of integrated\ud communications and considers the potential implications for other\ud campaigns which may have an inclusion agenda

Vortex of the Web. Potentials of the online environment

This volume compiles international contributions that explore the potential risks and chances coming along with the wide-scale migration of society into digital space. Suggesting a shift of paradigm from Spiral of Silence to Nexus of Noise, the opening chapter provides an overview on systematic approaches and mechanisms of manipulation – ranging from populist political players to Cambridge Analytica. After a discussion of the the juxtaposition effects of social media use on social environments, the efficient instrumentalization of Twitter by Turkish politicans in the course of the US-decision to recognize Jerusalem as Israel’s capital is being analyzed. Following a case study of Instagram, Black Lives Matter and racism is a research about the impact of online pornography on the academic performance of university students. Another chapter is pointing out the potential of online tools for the successful relaunch of shadow brands. The closing section of the book deals with the role of social media on the opinion formation about the Euromaidan movement during the Ukrainian revolution and offers a comparative study touching on Russian and Western depictions of political documentaries in the 2000s

Think Before You Click: An Analysis of Facebook as a Source of News

The purpose of this study is to analyze how millennial college students perceive and interpret the news-related content that is posted on the social networking website Facebook. The news that this study is focused on is related to major events in American politics, especially this past Presidential election. One research question was developed to compete this study: what influence are news stories being shared on Facebook having on millennials? In order to determine the answer to this question, focus groups with college students at Bryant University were held in which the students were asked to evaluate a news article and give their thoughts and opinions on current American events and how they are portrayed on social media

Cyber-Politics: How New Media has Revolutionized Electoral Politics in the United States

This paper addresses the impact new media tools have on different segments of the electoral process in the United States. Specifically, it looks at the impact new media has by providing information, influencing the news cycle and setting agendas, shaping public opinion, providing more fundraising opportunities, increasing political participation and youth voter turnout, and changing election results. This paper does so by drawing on systematic studies, data from the Pew Research Center, and case studies, specifically that of the 2008 Presidential Election. This analysis is unique in that it uses very current information, focusing on the 2008 election, as this was the first election in which new media was fully integrated into campaign strategies. It is also unique in that it analyzes several types of new media including social networks, blogging, campaign websites, and Internet fundraising. These findings suggest that new media does influence and shape the course of the electoral process in the United States through the six aspects of the electoral process presented in this paper