How Social Media Marketing Changed the Campaign
Bruce Rymshaw, November 6, 2012
Although this year’s election has been the most expensive in US history to date (with a total price tag of over $2 billion), the most significant platform utilized by both Romney and Obama to enhance their visibility throughout the campaign may, surprisingly, be the most cost effective, as well. Social media first proved its worth in the political arena during President Obama’s groundbreaking 2008 campaign. The usage of YouTube and Facebook to connect with a vast, diverse audience had undeniably helped Obama pull ahead in the polls and capture coveted demographics in crucial swing states such as Ohio.
By creating a new form of “digital grassroots” campaign, Obama was able to successfully reach voters who spent more time on Facebook and YouTube than watching C-SPAN or reading political publications. Additionally, the least expensive element of Obama’s campaign proved to be the social media component, as the President’s social following was largely organic and the campaign’s online ad spend was far less than its print and television counterparts. The first ever “Social Election” was a complete success and had paved the way for future campaigns.
Fast Forward to 2012…
As the incumbent, Obama now maintains a sizeable lead in terms of social following. As mentioned by both Todd Bailey and Mike Stricker in our “Social Media & Election 2012” Web series, Obama’s following has been substantially greater than Mitt Romney’s on networks such as Facebook and Twitter since the outset. However, Romney’s campaign has placed a strong emphasis on social media and this has made the race to the White House much more competitive.
While the size and scope of this campaign has been greater than any before it, the role of social media marketing has played an instrumental role in the overall reach of the campaign. Going forward, candidates will almost certainly need to make social media a major part of their campaign efforts in order to raise awareness and establish themselves amongst the ever-expanding Internet audience.