How is Social Media used for Political Campaigning?

How is Social Media used for Political Campaigning

How is Social Media used for Political Campaigning?

The use of mobile phones and social media has increased manifold over the years. Politicians have turned to technology to gather support for their campaigns in recent years. The latest example was during the 2008 presidential elections when the Obama campaign made extensive use of social media and won over the youth, encouraging the young voters to support and vote in the upcoming election. About 70% of the voters that voted for Obama were under the age of 25, which eventually won him the presidency.

sms text marketing

Text messaging, emails and social media websites like Twitter have been seen as popular ways to interact with constituents. Over 90% of Americans own a cell phone, while 61% of those use smartphones that can access the internet. Virtually everybody above the voting age owns a phone. Text messages end up reaching a higher number of people than sending messages via social networking websites and emails. Text messages also have a higher probability of getting read and can be personal or targeted to specific people.

Before campaigns are started to gain supporters, text recipients are presented with a chance to opt-in before they subscribe. There is no way that a mobile phone user can be bombarded with unsolicited and spam messages. Email is an opt-out based system, in that unsolicited emails can be sent to various users until there may be an option to opt-out.

Since people who had opt-in via text messages may already shown interest in supporting a campaign, text message is not a way to reach a broader audience, whereas, email recipients are not from a specific list and may cover any number of people.

Since buying a list of people and sending unsolicited messages to phone users is illegal, the text message campaign must build its own list. There are two important aspects to list building: short code and keyword.

The short code is the number to which the text is sent. In order to opt-in for the text campaign, the user must send a message containing the keyword, which acts as a trigger, to the short code. The keyword to be sent is provided by the people running the campaign.
The political organization running the campaign can increase the size of their list by getting people to sign up for events, or provide them with incentives for joining their contact list. The incentives may include early admission to events, exclusive announcements and the always popular sweepstakes. The recipients are presented with messages they care about, to gain their support.
Although, studies and surveys have shown that majority of people subscribing to a text list have come from emails while the number of people subscribed via sending the keyword is too low as compared to the email recipients. The response to email is much higher.
The Obama campaign used these methods along with Twitter and Facebook during the run-in to the 2008 presidential elections. Obama was able to use social media to rally and organize a large number of his supporters. This probably was the difference between Obama and other candidates that year. If it weren’t for this campaign, studies show – Obama probably wouldn’t  have been a nominee, let alone the President.
Website Pin Facebook Twitter Myspace Friendfeed Technorati Digg Google StumbleUpon Premium Responsive

Tags: , , , , , ,

Facebook Comments:

Leave A Reply (No comments so far)

No comments yet

Book of The Month

NLBROWN -blogsite - Banner- Pics 1

LinkedIn Profile

Getresponse FREE TRIAL

Did You Know there's

a 90% Open Rate with Text Messaging?

NLBROWN -blogsite - Leadpages- Pics 1
Auto Loan Calculator