(Social) media & the U.S.

political campaign: &

A

Tale

of

Expanding
n

Un

tic? alis re

Expectations
icatio ss Commun pin Gil m & Ma Dr. Dawn R. of Journalis e School lter Cronkit iversity Wa te Un Arizona Sta gilpin Twitter @dr

Wednesday, November 7, 12

History
Wednesday, November 7, 12

ing talk with

talking to

Early campaign communication

Stump speeches Pamphlets Broadsheets
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talking at

Bro adc

ast

ing

The Magic Bullet into the homes of Americans

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Wednesday, November 7, 12

oots assr 2: Gr 197 port sup

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ost e l h

t: pss

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Karl Rove
rgeted icro-ta m t mail direc

Fine- Graine d Segmentation

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The Social Mediasphere

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tly os ^
Digital tools and practices people use to publicly (or semi-publicly)

share or curate user-generated

multimedia content

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tly os ^

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Impact indicators

Many-to-many mobilization

Rapid dissemination

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Democratic Primaries

Howard Dean 2004

on of milli $20 aised R illion $50 m udget gn b mpai ca ough ne thr onli -$50 of $5 tions dona
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25% of them were under 30

Im not starting a Total starting campaign, ImFunds % Donations < Raised $200 a conversation.
Hilary Clinton $ 99 million 14
Hilary Clinton, 2007

Democratic Candidates Fundraising December 2007

Barack Obama

$ 99.6 million

32

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13%

87%

Contributed to 2012 presidential campaign

Didnt contribute

Source: Pew Internet and American Life 2012

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012: ssage 2 June text me s n llows n donatio a FEC paig cam

67% 50%

In person, phone, mail

Online or email

10%
Text message or mobile app

Source: Pew Internet and American Life 2012

Wednesday, November 7, 12

012: ssage 2 June text me s n llows n donatio a FEC paig cam

87%

Democrats

Republicans

57%

57% 34% 15%

Online or email Text message or mobile app

In person, phone, mail

6%

Source: Pew Internet and American Life 2012

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User-Centered Social Networking

ruary 10 Feb 2007

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You have hundreds of people trying to change the world in 160 characters or less.
David Talbot, Republican new media consultant

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Todays Landscape

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Voter Expectations of Candidates Social Media Presence

100%

81% 49%50% 54% 54% 56% 41% 66% 66%

75%

50%

Twitter Online display ads Social networking sites YouTube campaign video Blogs and podcasts Event webcasts E-mail TV ads on ofcial web site Ofcial web site

25%

0%

Source: E-Voter Institute 2010 Voter Survey

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Meg tman Whi

California Gubernatorial
Candidate

2010

(R)

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Summing up
404

Campaigns & candidates still underuse the social dimensions of social media
12
Obama campaign

16

Romney Campaign

1
Total tweets Posted Retweets

Source: Pew Project for Excellence in Journalism (August 2012)

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Summing up
150,106

Users now have the power to disseminate & frame messages

404
Obama campaign

16

8,601
Total tweets Retweets

Romney Campaign

Source: Pew Project for Excellence in Journalism (August 2012)

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Summing up

90

75

60

45

30 15 Featured persons/sources Content creators Video posters

Elite Nonelite

Source: Dylko et al. (2012)

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Summing up
Greater online engagement doesnt equal greater political knowledge
tical Facebook ates that poli ic nt analysis ind Our conte hare much new often do not s ers, in general, are tends to oup us h gr tion they do s nd the informa information a not very well incoherent, or at inaccurate, be somewh with evidence. supported

Source: Conroy, Feezell, & Guerrero (2012)

Wednesday, November 7, 12

Thanks so much!

Tweet me:

@drgilpin
Wednesday, November 7, 12

2012 Highlights
Obamas Reddit AMA August 2012

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2012 Highlights
Mobile Moblization

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Wednesday, November 7, 12

2012 Highlights
TUmblr ^

Culture Wars

Wednesday, November 7, 12

Thanks so much
Youve been terric!

Tweet me:

@drgilpin
Wednesday, November 7, 12