Social media made a huge impact in the 2008 election.
Now that it is officially 2016 and November is quickly approaching, it is time to start thinking about a new President of the United States. I’m sure you are all well aware that a new election season is in full swing, from tense debates to off-color humor, this 2016 political season is sure to be one to remember – fondly or not… Before there were hand jokes and candidates selling steak, there was a Senator from Illinois looking to make a change and pushing hope in 2008.
From the campaign trail to the Oval Office, social media has been at the forefront of Barack Obama’s ability to reach and connect with his audience, fans and voters. Though Mr. Obama has done well for himself, his wife, Michelle Obama has mastered the art of social media herself. Keep reading to see how social media played a role in the 2008 election and how both Mr. and Mrs. Obama have used the different platforms expertly while in the White House.
Social Media & the 2008 Election
In 2008 when then Senator Barack Obama was running for president, Facebook was a mere four years old and MySpace was still a legitimate and relevant way to connect with friends and share information. At the time, you may have heard about “social networking” or “social media” and thought it wasn’t for you because that’s where high school and college aged students were spending their time. Who needs to be poked anyway? Though you may have dismissed Facebook, there was one man who did not: Barack Obama.
Unlike the McCain/Palin ticket, Obama/Biden had the unprecedented support of young people. Not only were young voters getting involved with politics like never before, they were being reached out to like never before.
The New York Times reported, “Like a lot of Web innovators, the Obama campaign did not invent anything completely new. Instead, by bolting together social networking applications under the banner of a movement, they created an unforeseen force to raise money, organize locally, fight smear campaigns and get out the vote that helped them topple the Clinton machine and then John McCain and the Republicans.”
Not only did the Obama campaign utilize social media to reach out to supporters, social media also changed the way politics were discussed, reported and even how debates ran. US News explained, “During the presidential campaign, [Facebook] launched its own forum to encourage online debates about issues. Facebook also teamed up with ABC for election coverage and political forums and CNN teamed up with YouTube to hold presidential debates.”
Many have called the 2008 process the “Facebook Election” because of the insurmountable advantage it gave Obama over Senator John McCain. Not only was McCain behind in the polls, he also fell behind in social connections on Facebook and MySpace. As Bloomberg News reported, “The Democratic Presidential candidate grabbed almost 1.5 million ‘friends’ on leading social networks Facebook and MySpace… while Senator McCain who locked up the Republican nomination, has 203,348 supporters on the two dominant social networks.”
Roughly 1.3 million social media users made up the difference between their connections on social media; it’s not hard to see why the youth vote made such an impact on the Obama campaign over John McCain’s efforts.
After Barack Obama dominated the 2008 election with the help of social media, he also continued to use it to his advantage from 1600 Pennsylvania Ave.
The President of the United States
President Barack Obama may be known for many things, but in terms of social media, he may be best known for being accessible. He has found himself on many popular sites, YouTube channels and web series. Here are three ways Barack has used social media to his advantage while in the White House.
President Barack Obama is using social media to reach young voters.
3 Unique Social Media Platforms Used by the President
In 2012, while up for re-election, the incumbent went to the Reddit offices and sat down for an Ask Me Anything (AMA) session. Over 22,000 comments and questions were left for him to answer, 10 of which he chose. Though many senior aides did not want the President going to Reddit, his campaign believed it was important, “Because a whole bunch of turnout targets were on Reddit.” It’s important to know where your audience is and to be there.
- YouTube
Following his 2015 State of the Union address, the President sat down with YouTube stars, Bethany Mota, Hank Green and GloZell Green for three separate interviews. This unconventional way of being interviewed was done to continue to reach out to a younger audience, by appearing on popular YouTube channels. This may seem odd, but reaching out to fans in out-of-the-box ways could help your business more than the traditional route.
- Web Series
In order to help promote the Affordable Care Act and encourage young people to signup, the President found himself Between Two Ferns and on Comedians in Cars Getting Coffee. It can be a rarity for a President to go on late-night TV, let alone on an Internet program hosted by Zach Galifianakis and Jerry Seinfeld. However, the President and his team understood the importance of the two programs and their high viewership.
If you think Barack Obama has done well on social media, just wait and see how well Michelle Obama is doing.
The First Lady of the United States
Michelle Obama has mastered the art of social media herself.
If President Barack Obama is thought of as the “cool” Commander-In-Chief, Michelle Obama certainly has to be one of the coolest First Ladies in history. Appearing on everything from Sesame Street and Parks and Rec, to being on “EW” with Jimmy Fallon, the First Lady of the United States (FLOTUS) has certainly made a great name for herself among young people (do I see a trend?).
The FLOTUS has made healthy eating and regular exercise her number one priority and concern for her role in the White House. She created the “Let’s Move” campaign to encourage young and old people to eat their fruits and vegetables and to move just 60 minutes each day. In doing so, she became a viral sensation. Here, with just under 50 million loops, she created a viral Vine making turnips seem fun and appealing.
If you’re looking for ways to make your business successful on social media like the First Lady, here are seven ways she’s doing it better than most as noted by Essence.com:
7 Social Media Lessons from FLOTUS
- Be Personable:
Through social media, “People can get to know me directly. They can see that I’m kind of silly sometimes, that I care,” said Mrs. Obama. Followers want to know not only that you’re real, but also genuine. It’s important not to sound like a robot when posting content on social media; use your natural tone of voice and type like you’re talking to customers in person.
- Pay Attention to What’s Trending on Social Media
With the help of her two teenage daughters, Michelle can stay relevant to what is happening on social media and utilize those trends to share her message online. Hashtags are a great way for a business owner to see what is trending and popular on Facebook, Twitter and Instagram and get involved in the conversation. Facebook and Twitter both share what’s trending globally and locally right on the home page. Start using hashtags to interact with customers by following a daily guide here.
- Going Viral
Like the turnip Vine mentioned above, if the First Lady posts something, people are going to watch it. Next time you or your business is thinking of creating content, remember these words from the FLOTUS, “Can we make it go viral? Can we make it? Is it gonna? Is it going to resonate?” While not everything you post may not end up sweeping the nation, it may just become a hit with your audience. Pay attention to content that is getting likes, comments and shares among fans; you may have found your perfect post.
- Start a Conversation
Whether it’s for Let’s Move or her push for higher education, the First Lady uses social media to start a dialog with her fans and followers. What do you want your customers to know? What do you want them to tell you? Adding a call-to-action at the end of posts on Facebook and Twitter are great for tapping into the minds of your followers. If you’re posting an article, ask a simple question about what they thought about or encourage them to “like” your page if they agree. Get your fans involved and to participate in the conversation is great for success on social media.
- Know Where Your Audience Is
Vine is where the First Lady shines. The White House has more than 436,000 followers which gives her a large audience for views and to spread her message. Where is your audience? If you notice more followers and interaction on Facebook and Twitter over Instagram and Pinterest, focus on the platforms that serve your business best.
- Partner Up
We know by now the First Lady does very well on Vine, but what about her other social media platforms? To boost her presence on YouTube, she partnered with CollegeHumor and Funny or Die add a level of interest to her content. If possible, consider reaching out to other businesses in your community to help expand your networking reach. Consider co-hosting an event that benefits both of your companies as well as your patrons. If you’re an online business, guest blogging on other sites is a great way to partner up, too.
- Be a Cause for Change
Through her Let’s Move campaign and social media efforts, we know that childhood obesity is a major problem in our nation; according to Michelle Obama, people didn’t always think it was an issue. As she explained, “When we first came into office there were people questioning whether childhood obesity was even an issue. Now we’re seeing the conversation has in fact changed.” Is there something you, as a business owner, are passionate about? Is there a cause that you personally support? Whether on a local or national scale, it could be good for the reputation of your business if you publically supported a charity or foundation.
From the campaign trail to the Oval Office, the President and the First Lady of the United States have transformed the way social media and politics mix. They have found a way to reach out to young people and spread their messages through social networking like never before. Take a page out of the Obama Facebook, Twitter, YouTube, Vine etc. playbook and use the platforms to the advantage of your business. What other social media lessons can you learn from Barack and Michelle Obama?