This is no doubt a crazy election year, but the process is changing a bit due to the integration of emerging media. Reaching voters is much different than it was twenty years ago, and social media a key component of a successful campaign and an important piece of the puzzle when trying to sway the undecided voter.
According to Global Risk Insight, here’s 4 ways social media advertising is changing politics:
- Campaigns are investing more in digital. In December 2015, The New York Times reported that digital ad spending is projected to grow by 13.5 percent in 2016. The cost of digital ads are a fraction of the cost of traditional channels.
- An online presence creates legitimacy. As we all know, the internet is not going anywhere which means a lack of online presence can mean that a candidate or cause does not exist in the eyes of a voter.
- Social media has created greater accountability. Social media gives voters the opportunity to experience a deeper level of connectivity with a campaign. It also gives the public the opportunity to scrutinize every post, tweet and policy stance. Everyone has a soapbox these days, and because of this candidates must be more careful when taking their stances online.
- Social media drives action. The most convenient way for a voter to engage with a campaign is online. At the click of a button, one can donate money, complete a poll, RSVP for an event or sign a petition to demonstrate their support. In September 2015, Twitter launched $Cashtag, an online platform that allows users to donate directly to political campaigns or causes via a Tweet. President Obama notably leveraged the power of online advertising by raising over $504 million from digital efforts during his 2012 campaign.
With the election now five weeks away, it’s so important for voters to actively seek information about the candidates they are electing. With two-thirds of people now on social media, it’s crucial for candidates to embrace the power of social media.