Social Media Management

Using social media sights have a split response in the effectiveness of the use of them for political campaigns. According to Gueorguieva, in “Voters, Myspace and Youtube”, benefits to social media use include: increasing the candidates’ exposure at a low cost, increasing their ability to reach out to a variety of demographics at once, and aiding in political advertising, fundraising and volunteer recruitment. Challenges to social media use as a campaign strategy includes: the campaigns’ ability to control the candidates’ image and message. It’s hard for the campaign to manage new media, as well as traditional media, in a positive and effective way. The only way to do this is through blended networking, which incorporates online and offline networking. It’s hard to the campaign to appeal to everyone, but the Obama campaign is seen as a successful example of translating online support, into meaningful campaign action.


I think that the effort and eventual failure of the Dean campaign can be used as a model for future campaigns to base their Internet strategies on, because now they know what not to do, and what to do to make their campaign work. In “Friend the President”, Slotnick points out the ways in which the right amount of social networking worked for Obama. It made him relatable and accessible to the younger generation. He invited them to rally with him, in the real world, and merged his younger generation of supporters with the older generation. His campaign encouraged and excited young voters to participate in the election. He made them feel like if they voted, they would be a part of something. So essentially he overrode the idea of slacktivism by getting them excited to participate, and not just accepting a ‘like’ on his page.


 I also liked Slotnick’s input on the Giuliani campaign as a comparison to Obama’s. She points out that Giuliani used little to no social networking during his campaign, and presented a reason for that as a reflection on the ideals of the Republican Party, in general. So after the success of social networking of the Democratic Party and the Obama campaign, do you think that the Republican Party will step it up with their social networking? Or do you think they will continue to limit their use of social media in future campaigns, in order to stick with their conservative and traditional roots?


Gueorguieva, V. (2009) Voters, MySpace, and YouTube. In (Panagopoulos, C. ed.) Politicking Online Rutgers University Press: New Brunswick, NJ. pp. 233-248.


Slotnick, A. (2009) “Friend” the President: Facebook and the 2008 Presidential Election.  In (Panagopoulos, C. ed.) Politicking Online. Rutgers University Press: New Brunswick, NJ. pp. 249-271.


About Marina Jane

Welcome to Marina's Milestones. I'm just a 26-year old girl trying to navigate the real world one quarter-life crisis at a time. Living by the motto: when's the last time you did something for the first time? I created this blog as a no-filter journal of my misadventures. I hope that by sharing my unconventional (somewhat funny) experiences with you that you'll feel inspired to tackle world, one milestone at a time. Enjoy, and thanks for stopping by!
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3 Responses to Social Media Management

  1. snayeon says:

    The Republican Party definitely needs to step it up with their online campaigns and social networking in order to keep with with the other candidates. As more and more people are going online for political news and election coverage, it is inevitable that the Republican Party will have to invest more on online campaigning. Also, since more and more older voters are using social media, the Republican Party are forced to change their traditional campaign style in order to adjust with the changing demographics and environment. Based on the 2012 presidential elections, the Republican Party candidate, Mitt Romney, has been using social media more aggressively than past Republican candidates. Although Mitt Romney’s MyMitt was not as effective in engaging voters than Obama’s MyBO, the Republican Party has the groundworks and will probably be able to use social more more effectively for future elections.

  2. cjduvall says:

    I agree with your notion that the Republican Party must make strides in the social media sphere. In general I’d say my Facebook friends are split relatively evenly between the left and the right. However, a much larger amount of Obama support appeared on my Facebook compared to Romney (And I’m relatively positive that this is not a result of the filter bubble because I rarely click on the links). I think this is partially due to the fact that there is a younger skew for those who vote Democrat as well as those who use the internet. It may be a smaller audience that the Republican party has to target on the internet. Regardless, I still think the Republican party needs to establish a larger presence with viral marketing campaigns. I don’t agree that the idea that a lack of a social media presence is reflected of the party’s ideals. Instead, I think the Democratic party has just been more successful at capturing their intended audience and mobilizing the users. Once the Republican party figures out a more successful tacit to target and reach their potential voters we will see a much larger presence on social media. I don’t think it will be possible to win upcoming elections by adhering only to the conventional media routes.

  3. I think after the Obama campaign, Republicans will start to social network more and try to use the Internet more effectively. The huge success of Barack Obama with the Internet and sites like Facebook, Twitter, and YouTube shows how much support, money, and votes can be gained from these technologies. The Internet and social media sites have such a huge impact on today’s society with so many people who use them that it would be foolish if the Republican Party did not up their strategies with them. Some of the older or more extreme conservatives might continue to exclude social networking sites, sticking to more traditional forms of media, but this is almost certain to forecast their loss. I do not believe a candidate in the future will be able to win if they do not attempt to heavily incorporate social networking sites in their campaign; there is too large of an audience they are missing out on completely, especially since many individuals now get all or a majority of their news from online.

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