President Obama‘s 2008 and 2012 victories were in part due to his revolutionary and extensive use of social media in his campaigns. Despite being rare in declining participation in the public financing system for presidential campaigning, President Obama was still able to receive massive amounts of funding through the collection of a lot of small donations.
Like FDR’s use of the radio, and JFK’s of the TV, Obama was able to take advantage of the social media craze by reaching and constantly informing incredible amounts of voters, particularly through the Internet, and he was able to micro-target, reaching many particular and different groups of voters.
This year Obama had public accounts on 9 different social media platforms, while Romney only had 5. These platforms allow for candidates to give transparency, mobilize voters, and inform globally.
Through Facebook Obama was able to connect with the younger generation, who spend less time watching or listening to the news, and are less likely to trust potentially biased TV or radio shows. Through Youtube Obama could have many hours of free advertising space on his official Youtube site. He even created his own website, a modern, and well-designed site allowing people to join in and support the campaign. People truly had felt represented, and like they were really part of a group. Website members could be given posters and pins to set up their own demonstrations, pulling even more Obama supporters together, and transferring passion to more voters.
Social Media’s influence in politics exemplifies the future need for candidates to address individuals, and not large masses, because each individual person has their own set of interests and worries. We can only expect to see even more social media in the next presidential campaign.
The Eagles Nest 