Social Media and Politics: Going Where The Crowd Is
Some interesting points on social media have arisen from the American elections, from which Barack Obama has emerged the winner. According to experts, social media has played a major hand in encouraging more people to vote, which is always a positive notion. As in business, if you want to speak to a particular audience, like the younger voter, go where they are. For a business stepping into social media, this requires entering certain key conversations where your clientele are. For political candidates, this can equate to simply having a Twitter presence.
Is Your Use of Social Media Biased?
Looking at my Twitter feed last night, I had the impression that Obama could not lose the election. It seemed to reflect the opinions of many pundits who saw the election as Obama’s to lose. But then Obama is incredibly popular with younger voters, who are the main proponents of social media. Perhaps there’s a reason why the two juggernauts of Facebook and Twitter share the blue of the Democrats….
Maybe this is a little too broad a statement to make. It’s important to consider that anyone’s feed is already skewed by who they follow or are friends with. This effect is seen most strongly on Twitter, which is more of a passive tool used to absorb the opinions of others. At least this is the case when you compare to Facebook which is generally more focused on back-and-forth interaction between friends. If you are a young Republican at university, and your social circle revolves around your fellow society members, then the chances are that you’ll see more in your feed who are pro-Romney (or at least there would be more of a balance).
Limitations of Social Media
There are some limitations to the relationship between social media and politics. While this is changing increasingly, social media tends to be a young person’s playground. Many websites made infographics and maps to plot what Twitter was saying about Obama and Romney in the run-up to yesterday. These are useful but somewhat inaccurate. While The Guardian said that Obama was on the lips or fingertips of everyone on Twitter across America, who says they were all saying good things about him? Let us remember also, that Twitter is only 140 characters; the decision of who to elect to lead a nation should depend on many more factors.
Lessons For the Future
We can take a lesson from this and perhaps be a bit more open as to who we follow. Twitter was an important tool for all political candidates to speak directly to the electorate. But how many individuals followed both? Isn’t it more likely that individuals followed the person they always backed or the candidate who represented the party they voted for in 2008? Why bother with the person you don’t agree with, right? It’s a fair assessment, but unfortunately this slightly taints the statement that social media has allowed candidates to speak directly to the voters; they’ve only been able to speak to voters who would listen. To un-follow someone is just the click of a button; so in the future we ought to at least consider both sides and make our feeds a two-horse race.
Similarly, businesses with a Twitter presence would be wise to follow competitors and critics as well as customers. This allows you to take stock of opinions and strategies from all corners, which can only be good for your bottom line. If you want help in setting up or managing your social media accounts, contact us here for advice.
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