Presidential Campaigns Use Social Tools to Reach Younger Voters
By Rob Scott
October 9, 2012
October 9, 2012
- It is no secret that the current presidential campaigns are leaning on social media more so than any other time in history. However, in addition to the obvious choices of Facebook and Twitter, the Obama and Romney campaigns are posting quirky clips to Tumblr and other sites in the hope of attracting younger voters.
- “They are taking to fields of online battle that might seem obscure to the non-Internet-obsessed — sharing song playlists on Spotify, adding frosted pumpkin bread recipes to Pinterest and posting the candidates’ moments at home with the children on Instagram,” notes The New York Times.
- The efforts are designed to reach younger voters who do not necessarily read the newspaper or watch TV, but spend much of their media time on the social Web. In the case of Tumblr, the interaction typically involves remixed photos, looping animated GIFs and funny videos.
- “To remind Tumblr users about the first presidential debate… Obama’s team used an obscure clip of Lindsay Lohan saying ‘It’s October 3’ in the comedy ‘Mean Girls,'” explains the article. “And on Twitter, Mitt Romney’s bodyguard posted a picture of the candidate’s family playing Jenga before the debate.”
- “The more people who interact with Mitt, the more likely he is to win,” suggests Zachary Moffatt, digital director for the Romney campaign. “Social extends and amplifies that.”
- “It’s about authentic, two-way communication,” says Adam Fetcher, deputy press secretary for the Obama campaign. “Social media is a natural extension of our massive grass-roots organization.”
- Conversely, unintentional gaffes or well-intended posts or pictures can lead to a negative impact with social media.
- After Obama told a crowd “You didn’t build that” while discussing infrastructure, the Romney campaign uploaded photos of hot dog vendors and others with signs that played on the slogan: “I built this.” And Twitter and Tumblr were flooded with parodies of the empty chair used by Clint Eastwood during the Republican convention.
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