Barack Obama’s Presidential campaign made history, Not only was Obama the first African American to be elected president, but he was also the first presidential candidate to effectively use social media as a major campaign strategy. Social media activity rose rapidly in recent years and the bigger platforms touch people’s lives multiple times everyday.It is easy to lose sight given how global social media is today, that in 2008 sending out voting reminders on Facebook and interacting with people on Twitter was a big deal. When Obama announced his candidacy in 2007, Twitter had only just started and it is hard to believe that there was not even an iPhone yet.
In the the next few years, social media market begins to change. there is increasing number of social media tools and a rapidly growing user base across all demographics. In the run-up to the 2012 presidential election, there was lots of deliberation about the potential impact of social media this time around. In 2008, McCain’s campaign was as social-media-deaf as Obama’s was social-media-savvy. Kennedy was the first president who really understood television, Obama is the first social media president. In 2012, Obama not only had the skillfulness and knowledge on his team, he had an established social media machine up and running. Since social media is about listening and building relationships, having a running start building those connections was an added bonus for obama campaign. While the Romney campaign was not left in the dust as McCain’s had been, they did not achieve the effect that the Democrats did.
Obama had total control over social media space because his team understood how networks work. The real power of social media is not in the number of posts or Tweets but in user engagement measured by content spreadability, With his existing social media base and spreadable content, Obama had far higher ranking. Social media also allows information and opinions to travel...
Please join StudyMode to read the full document