Social media in elections campaign l singh nov 22 2011
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This document discusses the use of social media by political parties in Guyana's 2011 election campaign. It finds that the major parties - AFC, APNU and PPP/C - created Facebook pages and Twitter accounts but saw relatively low levels of engagement. On Facebook, the parties posted information on campaign dates and events, but interaction was limited. On Twitter, parties mostly made announcements with few followers and interactions. In general, Guyana's political parties had only begun to utilize social media in 2011, and future work could examine content and local participation more closely.
![Internet & WWW in PoliticsInternet & WWW in Politics
Candidates Website (1996)Candidates Website (1996)
Email (Jesse Ventura Campaign,1998)Email (Jesse Ventura Campaign,1998)
Fundraising (John McCain, 2000Fundraising (John McCain, 2000
Campaign) {a pioneer}Campaign) {a pioneer}
Blogs (Howard Dean Campaign,2004)Blogs (Howard Dean Campaign,2004)
Facebook, MySpace, Twitter (Obama’sFacebook, MySpace, Twitter (Obama’s
Campaign, 2008) [4]Campaign, 2008) [4]](https://image.slidesharecdn.com/socialmediainelectionscampaignlsinghnov222011-140314125451-phpapp02/85/Social-media-in-elections-campaign-l-singh-nov-22-2011-3-320.jpg)
![Social MediaSocial Media
Social MediaSocial Media
the use of web-based and mobile technologies to turnthe use of web-based and mobile technologies to turn
communication into an interactive dialogue [2]communication into an interactive dialogue [2]
"a group of Internet-based applications that build on"a group of Internet-based applications that build on
the ideological and technological foundations ofthe ideological and technological foundations of
Web 2.0Web 2.0, and that allow the creation and exchange of, and that allow the creation and exchange of
user-generated contentuser-generated content.“ [2].“ [2]
Some Key IdeasSome Key Ideas
Interaction, Participation, Openness, Conversation, Community,Interaction, Participation, Openness, Conversation, Community,
Connectedness [3] : 1-1,1-M, M-MConnectedness [3] : 1-1,1-M, M-M
User Generated ContentUser Generated Content](https://image.slidesharecdn.com/socialmediainelectionscampaignlsinghnov222011-140314125451-phpapp02/85/Social-media-in-elections-campaign-l-singh-nov-22-2011-4-320.jpg)
![The Obama’s CampaignThe Obama’s Campaign
Barack Obama referred to as the “firstBarack Obama referred to as the “first
social media president” [5]social media president” [5]
Used Social Media as an Integral Part ofUsed Social Media as an Integral Part of
Campaign in 2008 [6]Campaign in 2008 [6]
Hired Co-Founder of FaceBook ChrisHired Co-Founder of FaceBook Chris
Hughes to set up Website [8]Hughes to set up Website [8]
Young Voters were receptive to campaignYoung Voters were receptive to campaign
[7][7]](https://image.slidesharecdn.com/socialmediainelectionscampaignlsinghnov222011-140314125451-phpapp02/85/Social-media-in-elections-campaign-l-singh-nov-22-2011-7-320.jpg)
![Obama’s Campaign – Smedia &Obama’s Campaign – Smedia &
Lessons LearnedLessons Learned
Laddering Support through tiers of EngagementLaddering Support through tiers of Engagement
Empowering Super UsersEmpowering Super Users
Providing source materials for user-generated contentProviding source materials for user-generated content
Go (online) where people areGo (online) where people are
Use tools people are familiar withUse tools people are familiar with
Ensure people can find contentEnsure people can find content
Mobilise Support through Mobile devicesMobilise Support through Mobile devices
Harness Analytics to constantly improve engagementHarness Analytics to constantly improve engagement
activitiesactivities
Building online operation to scaleBuilding online operation to scale
Choosing the right team [10]Choosing the right team [10]](https://image.slidesharecdn.com/socialmediainelectionscampaignlsinghnov222011-140314125451-phpapp02/85/Social-media-in-elections-campaign-l-singh-nov-22-2011-10-320.jpg)
![Social Media Use in Canada’sSocial Media Use in Canada’s
Election of 2008Election of 2008
Table Showing Number of “Friends” onTable Showing Number of “Friends” on
Election Day by Party Leader [11]Election Day by Party Leader [11]
Party Leader “Friends”
Jack Layton 25,127
Stephen Harper 17,903
Stephane Dion 14,263
Elizabeth May 5,327
Gilles Duceppe 2,383
Total 65,053](https://image.slidesharecdn.com/socialmediainelectionscampaignlsinghnov222011-140314125451-phpapp02/85/Social-media-in-elections-campaign-l-singh-nov-22-2011-11-320.jpg)
![FacebookFacebook
Social Networking WebsiteSocial Networking Website
Founded in 2004, Public Circa 2006Founded in 2004, Public Circa 2006
Greater 800 Million Users [9]Greater 800 Million Users [9]
> 50% Users Log in Daily> 50% Users Log in Daily
Create:Create:
PagePage
Personal ProfilePersonal Profile
GroupsGroups](https://image.slidesharecdn.com/socialmediainelectionscampaignlsinghnov222011-140314125451-phpapp02/85/Social-media-in-elections-campaign-l-singh-nov-22-2011-14-320.jpg)
![TwitterTwitter
MicroBlogging Site – www.twitter.comMicroBlogging Site – www.twitter.com
Created in 2006 by Jack Dorsey [1]Created in 2006 by Jack Dorsey [1]
Max 140 characters/tweetMax 140 characters/tweet
Have “followers”Have “followers”
Can “follow” othersCan “follow” others](https://image.slidesharecdn.com/socialmediainelectionscampaignlsinghnov222011-140314125451-phpapp02/85/Social-media-in-elections-campaign-l-singh-nov-22-2011-23-320.jpg)
![ReferencesReferences
[1][1] http://en.wikipedia.org/wiki/Jack_Dorseyhttp://en.wikipedia.org/wiki/Jack_Dorsey
[2][2] http://en.wikipedia.org/wiki/Social_mediahttp://en.wikipedia.org/wiki/Social_media
[3][3]http://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_Social_Mhttp://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_Social_M
edia_iCrossing_ebook.pdfedia_iCrossing_ebook.pdf
[4]Tumasjan, L.F., Sprenger, T.O., Sandner, P.G., & Welpe, I.M. (2010).[4]Tumasjan, L.F., Sprenger, T.O., Sandner, P.G., & Welpe, I.M. (2010).
Predicting Elections with Twitter: What 140 characters reveal aboutPredicting Elections with Twitter: What 140 characters reveal about
Political Sentiment. Proceedings of the International AAAI ConferencePolitical Sentiment. Proceedings of the International AAAI Conference
on Weblogs and Social Media.on Weblogs and Social Media.
[5][5]http://www.searchmarketinggurus.com/search_marketing_gurus/2008/11http://www.searchmarketinggurus.com/search_marketing_gurus/2008/11
/barack-obama-the-first-social-media-president.html/barack-obama-the-first-social-media-president.html
[6][6] http://www.edelman.com/image/insights/content/social%20pulpit%20-http://www.edelman.com/image/insights/content/social%20pulpit%20-
%20barack%20obamas%20social%20media%20toolkit%201.09.pdf%20barack%20obamas%20social%20media%20toolkit%201.09.pdf](https://image.slidesharecdn.com/socialmediainelectionscampaignlsinghnov222011-140314125451-phpapp02/85/Social-media-in-elections-campaign-l-singh-nov-22-2011-35-320.jpg)
![ReferencesReferences
[7][7] Simba, M. (2009). The Obama campaign 2008: A historicalSimba, M. (2009). The Obama campaign 2008: A historical
overview. Western Journal of Black Studies, 33, 186-191.overview. Western Journal of Black Studies, 33, 186-191.
[8][8] http://en.wikipedia.org/wiki/Chris_Hugheshttp://en.wikipedia.org/wiki/Chris_Hughes
[9][9] http://www.facebook.com/press/info.php?statisticshttp://www.facebook.com/press/info.php?statistics
[10][10]http://www.edelman.com/image/insights/content/social%20pulpithttp://www.edelman.com/image/insights/content/social%20pulpit
%20-%20barack%20obamas%20social%20media%20toolkit%20-%20barack%20obamas%20social%20media%20toolkit
%201.09.pdf%201.09.pdf
[11] Small, A.S. (2008). The Facebook Effect? Online Campaigning in[11] Small, A.S. (2008). The Facebook Effect? Online Campaigning in
the 2008 Canadian and US Elections. Options Politiques, pp. 85-87the 2008 Canadian and US Elections. Options Politiques, pp. 85-87](https://image.slidesharecdn.com/socialmediainelectionscampaignlsinghnov222011-140314125451-phpapp02/85/Social-media-in-elections-campaign-l-singh-nov-22-2011-36-320.jpg)
Social media in elections campaign l singh nov 22 2011
- 1. A SNAPSHOP of SOCIAL MEDIA UseA SNAPSHOP of SOCIAL MEDIA Use byby Political PartiesPolitical Parties in the Guyana 2011 Elections Campaignin the Guyana 2011 Elections Campaign Lenandlar SinghLenandlar Singh Department of Computer ScienceDepartment of Computer Science University of GuyanaUniversity of Guyana
- 2. OUTLINEOUTLINE The Internet and WWW in CampaignThe Internet and WWW in Campaign Social MediaSocial Media Social Media in CampaignSocial Media in Campaign Facebook IN Guyana 2011 ElectionFacebook IN Guyana 2011 Election Twitter in Guyana 2011 ElectionTwitter in Guyana 2011 Election
- 3. Internet & WWW in PoliticsInternet & WWW in Politics Candidates Website (1996)Candidates Website (1996) Email (Jesse Ventura Campaign,1998)Email (Jesse Ventura Campaign,1998) Fundraising (John McCain, 2000Fundraising (John McCain, 2000 Campaign) {a pioneer}Campaign) {a pioneer} Blogs (Howard Dean Campaign,2004)Blogs (Howard Dean Campaign,2004) Facebook, MySpace, Twitter (Obama’sFacebook, MySpace, Twitter (Obama’s Campaign, 2008) [4]Campaign, 2008) [4]
- 4. Social MediaSocial Media Social MediaSocial Media the use of web-based and mobile technologies to turnthe use of web-based and mobile technologies to turn communication into an interactive dialogue [2]communication into an interactive dialogue [2] "a group of Internet-based applications that build on"a group of Internet-based applications that build on the ideological and technological foundations ofthe ideological and technological foundations of Web 2.0Web 2.0, and that allow the creation and exchange of, and that allow the creation and exchange of user-generated contentuser-generated content.“ [2].“ [2] Some Key IdeasSome Key Ideas Interaction, Participation, Openness, Conversation, Community,Interaction, Participation, Openness, Conversation, Community, Connectedness [3] : 1-1,1-M, M-MConnectedness [3] : 1-1,1-M, M-M User Generated ContentUser Generated Content
- 5. The usual suspects:The usual suspects: YouTubeYouTube FacebookFacebook MyspaceMyspace TwitterTwitter Del.icio.usDel.icio.us DiggDigg
- 6. Why Social Media?Why Social Media? Increase ExposureIncrease Exposure Low Cost/No CostLow Cost/No Cost Access to “Digital Natives” GenerationAccess to “Digital Natives” Generation Diversity of Tools AvailableDiversity of Tools Available
- 7. The Obama’s CampaignThe Obama’s Campaign Barack Obama referred to as the “firstBarack Obama referred to as the “first social media president” [5]social media president” [5] Used Social Media as an Integral Part ofUsed Social Media as an Integral Part of Campaign in 2008 [6]Campaign in 2008 [6] Hired Co-Founder of FaceBook ChrisHired Co-Founder of FaceBook Chris Hughes to set up Website [8]Hughes to set up Website [8] Young Voters were receptive to campaignYoung Voters were receptive to campaign [7][7]
- 8. Obama’s CampaignObama’s Campaign 2.2M ‘friended’ Obama on Facebook;2.2M ‘friended’ Obama on Facebook; 0.5M “friended” McCain0.5M “friended” McCain Over 500 unofficial groups dedicated toOver 500 unofficial groups dedicated to Democratic candidateDemocratic candidate
- 9. Obama’s CampaignObama’s Campaign Rally SupportRally Support Campaign ActivitiesCampaign Activities AnnouncementsAnnouncements VideosVideos TextText Mass EmailingMass Emailing FundraisingFundraising Discussion & FeedbackDiscussion & Feedback Everything Possible with Social MediaEverything Possible with Social Media
- 10. Obama’s Campaign – Smedia &Obama’s Campaign – Smedia & Lessons LearnedLessons Learned Laddering Support through tiers of EngagementLaddering Support through tiers of Engagement Empowering Super UsersEmpowering Super Users Providing source materials for user-generated contentProviding source materials for user-generated content Go (online) where people areGo (online) where people are Use tools people are familiar withUse tools people are familiar with Ensure people can find contentEnsure people can find content Mobilise Support through Mobile devicesMobilise Support through Mobile devices Harness Analytics to constantly improve engagementHarness Analytics to constantly improve engagement activitiesactivities Building online operation to scaleBuilding online operation to scale Choosing the right team [10]Choosing the right team [10]
- 11. Social Media Use in Canada’sSocial Media Use in Canada’s Election of 2008Election of 2008 Table Showing Number of “Friends” onTable Showing Number of “Friends” on Election Day by Party Leader [11]Election Day by Party Leader [11] Party Leader “Friends” Jack Layton 25,127 Stephen Harper 17,903 Stephane Dion 14,263 Elizabeth May 5,327 Gilles Duceppe 2,383 Total 65,053
- 12. Social Media Use in Canada’sSocial Media Use in Canada’s Election of 2008Election of 2008 Less than 1% of population on FacebookLess than 1% of population on Facebook Overall very static and low information profiles ofOverall very static and low information profiles of leadersleaders Photographs from campaign trail postedPhotographs from campaign trail posted Television Ads postedTelevision Ads posted Unlike Obama, no direct-access use for fundraisingUnlike Obama, no direct-access use for fundraising and volunteers recruitmentand volunteers recruitment
- 13. Social Media Use in Canada’sSocial Media Use in Canada’s Election of 2008Election of 2008 Sporadic use by Stephane Dion – ask “friends” toSporadic use by Stephane Dion – ask “friends” to “help spread the message”“help spread the message” Friends of Leighton and May submit “fan” photosFriends of Leighton and May submit “fan” photos and videosand videos No Direct Appeals for support via FacebookNo Direct Appeals for support via Facebook Prime Minister’s Facebook had no “Wall”Prime Minister’s Facebook had no “Wall”
- 14. FacebookFacebook Social Networking WebsiteSocial Networking Website Founded in 2004, Public Circa 2006Founded in 2004, Public Circa 2006 Greater 800 Million Users [9]Greater 800 Million Users [9] > 50% Users Log in Daily> 50% Users Log in Daily Create:Create: PagePage Personal ProfilePersonal Profile GroupsGroups
- 18. Facebook in Guyana’s 2011 CampaignFacebook in Guyana’s 2011 Campaign Relatively Small number of “friends” and “likes”Relatively Small number of “friends” and “likes” for all 3 major partiesfor all 3 major parties Relatively Low levels of interaction andRelatively Low levels of interaction and CommentingCommenting ContentContent Campaign DatesCampaign Dates Pictures from CampaignPictures from Campaign Links to Youtube Videos AND PodcastsLinks to Youtube Videos AND Podcasts Endorsements (ALL 3 Parties)Endorsements (ALL 3 Parties) Other linksOther links ““Stories” about Incumbent (AFC,APNU)Stories” about Incumbent (AFC,APNU) ““Success stories” (PPP/C)Success stories” (PPP/C)
- 19. Facebook in Guyana’s 2011 CampaignFacebook in Guyana’s 2011 Campaign APNU – No wall; discussion limited toAPNU – No wall; discussion limited to materials posted by APNUmaterials posted by APNU AFC – sporadic calls for DonationAFC – sporadic calls for Donation
- 20. Summary from the THREESummary from the THREE
- 21. Summary from CandidatesSummary from Candidates
- 22. Summary from CandidatesSummary from Candidates
- 23. TwitterTwitter MicroBlogging Site – www.twitter.comMicroBlogging Site – www.twitter.com Created in 2006 by Jack Dorsey [1]Created in 2006 by Jack Dorsey [1] Max 140 characters/tweetMax 140 characters/tweet Have “followers”Have “followers” Can “follow” othersCan “follow” others
- 24. TwitterTwitter
- 25. Time on TwitterTime on Twitter AFC – Approximately 2 ½ YEARSAFC – Approximately 2 ½ YEARS PNU – Approximately 5 MONTHSPNU – Approximately 5 MONTHS PPP/C – Approximately 8 MONTHSPPP/C – Approximately 8 MONTHS
- 29. AFC UseAFC Use
- 30. AFC UseAFC Use
- 31. APNU UseAPNU Use
- 33. USAGEUSAGE Generally low levels of TweetingGenerally low levels of Tweeting Low interaction:Low interaction: voter – votervoter – voter Voter - campaignVoter - campaign Rarely interacted with followers (few followers)Rarely interacted with followers (few followers) Mostly Announcements (APNU)Mostly Announcements (APNU) Campaign ScheduleCampaign Schedule Links to pictures and Youtube videos (PPP/C)Links to pictures and Youtube videos (PPP/C) AFC tweets mostly on Issues of GovernanceAFC tweets mostly on Issues of Governance
- 34. Future WorkFuture Work More Detailed Content AnalysisMore Detailed Content Analysis Examine Campaign Managers UseExamine Campaign Managers Use Determine Extent of Local ParticipationDetermine Extent of Local Participation Compare with Other Developing States?Compare with Other Developing States?
- 35. ReferencesReferences [1][1] http://en.wikipedia.org/wiki/Jack_Dorseyhttp://en.wikipedia.org/wiki/Jack_Dorsey [2][2] http://en.wikipedia.org/wiki/Social_mediahttp://en.wikipedia.org/wiki/Social_media [3][3]http://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_Social_Mhttp://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_Social_M edia_iCrossing_ebook.pdfedia_iCrossing_ebook.pdf [4]Tumasjan, L.F., Sprenger, T.O., Sandner, P.G., & Welpe, I.M. (2010).[4]Tumasjan, L.F., Sprenger, T.O., Sandner, P.G., & Welpe, I.M. (2010). Predicting Elections with Twitter: What 140 characters reveal aboutPredicting Elections with Twitter: What 140 characters reveal about Political Sentiment. Proceedings of the International AAAI ConferencePolitical Sentiment. Proceedings of the International AAAI Conference on Weblogs and Social Media.on Weblogs and Social Media. [5][5]http://www.searchmarketinggurus.com/search_marketing_gurus/2008/11http://www.searchmarketinggurus.com/search_marketing_gurus/2008/11 /barack-obama-the-first-social-media-president.html/barack-obama-the-first-social-media-president.html [6][6] http://www.edelman.com/image/insights/content/social%20pulpit%20-http://www.edelman.com/image/insights/content/social%20pulpit%20- %20barack%20obamas%20social%20media%20toolkit%201.09.pdf%20barack%20obamas%20social%20media%20toolkit%201.09.pdf
- 36. ReferencesReferences [7][7] Simba, M. (2009). The Obama campaign 2008: A historicalSimba, M. (2009). The Obama campaign 2008: A historical overview. Western Journal of Black Studies, 33, 186-191.overview. Western Journal of Black Studies, 33, 186-191. [8][8] http://en.wikipedia.org/wiki/Chris_Hugheshttp://en.wikipedia.org/wiki/Chris_Hughes [9][9] http://www.facebook.com/press/info.php?statisticshttp://www.facebook.com/press/info.php?statistics [10][10]http://www.edelman.com/image/insights/content/social%20pulpithttp://www.edelman.com/image/insights/content/social%20pulpit %20-%20barack%20obamas%20social%20media%20toolkit%20-%20barack%20obamas%20social%20media%20toolkit %201.09.pdf%201.09.pdf [11] Small, A.S. (2008). The Facebook Effect? Online Campaigning in[11] Small, A.S. (2008). The Facebook Effect? Online Campaigning in the 2008 Canadian and US Elections. Options Politiques, pp. 85-87the 2008 Canadian and US Elections. Options Politiques, pp. 85-87
Editor's Notes
- #6: Delicious: we are saved by 128 people. Yet, we don’t necessarily facilitate this. Digg: #1 result was NIU, #2 was “The Obama I know” by Sunstein w/ 2579 diggs.