I believe that efficiently conducted marketing online campaigns in social media can already increase the insensitivity of new online media, including social media to traditional communication channels. Effective marketing campaigns on social media before political elections may already have more than 50 percent share. How big it will be depends on the technological possibilities in the field of new online media for a specific electoral staff that is active during the election campaign.
Please, answer, comments. I invite you to the discussion.
Research done by my colleagues and me; and many other researchers indeed reveals that online campaigning can help a politician to win votes. The effect is very modest though.
See for instance the following research:
- Article Saturation or Maturation? The Diffusion of Twitter and its I...
- Article Getting closer: The effects of personalized and interactive ...
- Or this work on the US by Williams and Gulati: http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.471.7745&rep=rep1&type=pdf
Research done by my colleagues and me; and many other researchers indeed reveals that online campaigning can help a politician to win votes. The effect is very modest though.
See for instance the following research:
- Article Saturation or Maturation? The Diffusion of Twitter and its I...
- Article Getting closer: The effects of personalized and interactive ...
- Or this work on the US by Williams and Gulati: http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.471.7745&rep=rep1&type=pdf
World is mainly offline.
It depends of which is your target that you should use different tools. You have to adapt message, channel and frecuency to land your target.
Indeed, is very important the actual vote distribution. If you are competing for a 5% that makes the difference, online could be ok. If this % is young, online is perfect. If it is older, you need use social nets very aggresively to get publicity from the media they consum: radio and tv.
If you are a new one, you need attention and have a very differentiated voice. If you are the big shark, you have to be reasonable and prudent.
The use of social media campaign was a key contributor to president Obama's success. But ensure it targets the right audience.
agree with Kristof.
It should be mentioned that a lot of research tends to show the strong influence of digital technology on electoral campaigns, political engagement, political parties, etc. (and not necessarily on votes, which is an important difference...).
But, I have the impression that these researches answer to themselves (and find what they want to find to say the importance of digital communication).
However, the main obstacle to digital campaigning studies is the lack of (serious and developed) consideration of the technological and technical dimension of digital campaigning. However, this is decisive. In my opinion, this is even the most decisive point because it then leads to being able to identify and clarify the multitude of objects, techniques and practices that are grouped together in digital campaigning.
Moreover, not being interested in technological and technical dimension often leads to strong confusion. For example, we talk about digital campaigning to talk about electoral targeting... And one is not the other. Electoral targeting is the biggest change in electoral campaigns.
And, contrary to what is often written, electoral targeting is not what NationBuilder do (more like a CRM) and this is not canvassing which is an old practice.
Check our brand new article. It might interest you.
Article Political Advertising Effectiveness in Wartime Syria
- Badges
- Science topic
- Similar topics
- Social Science
- Media
- Social Media