social media marketing

The Social Media Election

If you’re anything like me, you’ve been glued to the American presidential election since it began to heat up earlier this year. This election is different from others for a number of reasons. For the first time ever, a woman is the Democratic nominee for president. Her opponent, the leader of the Republican Party, is loudly entering the political arena for the first time. Whatever the outcome is tonight, the 2016 election will be looked upon as a “social media election”.

In the 2012 American presidential election, Mitt Romney and Barack Obama were the first candidates who really used social media to gauge voter interest in their campaigns. Facebook was a reliable channel for distributing key campaign messages for both parties, and Twitter was just starting to make waves. Obama successfully generated almost 20 million more followers than Romney did on the platform, and secured the presidency in November of that year. Obama’s victory tweet after winning the election became the most retweeted piece of content on the platform up to that point.

While social media had a huge influence on the last election, nothing can top how it’s altered the current presidential race. The two candidates have been using social media for years, thus allowing voters to tap into their past posts. Take this tweet by Donald Trump, for example:

Somehow I can’t see Ronald Reagan saying something like this.

The use of social media allows presidential candidates to give minute-by-minute updates on their campaign and gives voters direct access into their professional and private lives. Donald Trump has been successful in using his Twitter account to influence his voters throughout his presidential campaign. His brash language and brutal honesty has positioned him as a “no-nonsense” candidate. While some voters find this behavior unsettling, he has appealed to the untapped demographic of American voters who want to abolish political correctness.

Hilary Clinton might not be as “honest” as Donald Trump, but she also has an impressive social media presence. Her slogan “#ImWithHer” has been shared millions of times all over social media. Due to her large celebrity fan base, Democratic social media influencers like Katy Perry and Lena Dunham continue to share supportive messages and images.

Trump relies heavily on his Twitter account while Clinton has broadened her social media presence through Snapchat, blogs and apps. While running completely different campaigns, both candidates have secured a huge social media following. Twitter and Facebook accounts are free to use, but don’t let that fool you into thinking social media hasn’t cost each campaign dearly. Donald Trump’s campaign spent $200,000 to purchase the promoted hashtag of the day, allowing it to be seen from every Twitter user in the U.S. through sponsored posts and the trending hashtags sidebar.

What has me so concerned as a marketer is that social media has provided voters with an inside look into the candidates, but it might not be the most reliable way to judge a future president. As we all know, social media is great for storytelling but that doesn’t mean it always reflects reality. One thing I have noticed throughout this entire campaign is that we’ve begun to lose sight of the actual issues at hand. Stories about Donald Trump’s latest misogynistic tweets are as much of a story as the crisis in Aleppo. While social media has played an important role in this election, it’s important to note that it is not the only factor Americans should be looking into when electing their next president.

So where do we go from here? I think it’s safe to say that neither candidate will have their own true voice on social media if they are elected President of The United States.

From a marketing standpoint, both these candidates have utilized social media to their advantage by creating consistent content marketing campaigns to appeal to their voters. However, voters in the United States need to consider that a candidate’s social media personality is likely to change once they have been elected, so they need to be confident in their candidate as a leader, not a tweeter.

How Social Media Influences Businesses (Infographic)

Social media has proven to be more than just a fad – it is a part of almost everyone’s day-to-day lives and more importantly, influences the world of business in ways we may have never expected!

The statistics speak for themselves. With 85% of Internet users on Facebook, it is no surprise that the medium is one of the best ways to reach your audience. The social network seems to be powerful beyond measure, with 81% of Facebookers being influenced by their friend’s posts on social media.

This infographic from Go-Gulf.com shows just how influential social media can be to your business, and why it’s important that your business has a strong social media presence.

Social-media-influence

We know that social media does wonders for business exposure and increasing site traffic, which is why we want our clients to understand social media and all its benefits. We offer Social Media 101 workshops to help clients better understand the online medium and decide which social media platform best suits their needs.

Does your SMB use any social media platforms? If you do, how many do you use? If you don’t use any, why not? I look forward to discussing with you in the comments.