Readings on Social TV and the Election

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Last week’s presidential election was billed as the “Social Media” election with Twitter and Facebook and other channels playing a big part in President Obama’s reelection for a second term. Following are some selected readings about the role that social played in the click.

Mitt Romney’s Social Media Friends Abandon Him After 2012 Election | GossipOnThis.com

Romney’s Facebook likes have been falling at a rate of over 15,000 each day since the election.

http://gossiponthis.com/2012/11/12/mitt-romney-social-media-facebook-twitter-friends-abandon-him/?ref=featured

After election, campaign staffers likely to descend on Washington in search of work

For thousands of campaign staffers scattered across the country, the past several months have been a hectic blur of courting donors, registering voters or wooing the media. Now, with the 2012 election in the history books, many of those workers are out of a job. And if the past is a guide, many of them will descend on Washington in search of positions in politics, advocacy or government.

http://www.washingtonpost.com/business/capitalbusiness/after-election-campaign-staffers-likely-to-descend-on-washington-in-search-of-work/2012/11/09/d7a1b04e-2907-11e2-bab2-eda299503684_story.html

Start-up of the week / Tracx has a finger on the digital pulse

Tracx enables brand and marketing managers to monitor the visibility of their brand across social media platforms such as social networks, blogs and news sites. The company monitors talkbacks, Twitter tweets, Facebook statuses and YouTube pages as well as reactions to the content such as shares, “likes” and user comments, determining whether the messages are positive or negative. Tracx also analyzes the profiles of those active users, gauging their sphere of influence, when they’re active, and occasionally, where they’re located.

The company emphasizes that it only analyzes publically available content.

http://www.haaretz.com/business/start-up-of-the-week/start-up-of-the-week-tracx-has-a-finger-on-the-digital-pulse.premium-1.476971

It was DM what won it

Obama’s success was in corralling groups of voters- the “Rainbow coalition” as some have described it – to vote. The way his campaign team achieved this was through data.

There is a particularly rich stream of data available to political campaign teams. Opinion poll responses, voter registration information, previous allegiances all add up to provide a campaign with a strong sense of what matters to a voter. It also, of course, provides them with the perhaps the most crucial piece of information – where they live.

Real time bidding on a run of display ads pinpointing the issues that mattered to any particular group of voters was used by the Obama camp, mining the available data, as was other DM using social media, mobile and mail.

This was a persistent and ultimately successful tactic that collected votes, one by one, under the radar and certainty far away from the TV campaigns. Data-driven, targeted marketing, DM, was as responsible for winning this election as any TV attack ad.

http://www.marketingweek.co.uk/opinion/it-was-dm-what-won-it/4004724.article

Marisol Bello of USA Today collects the data points from “the first social-media election,” via the Detroit Free Press.

http://www.freep.com/article/20121107/NEWS15/121107005/Presidential-election-social-media-Twitter-Facebook-YouTube

CNet’s Paul Sloan says this will be the “last social media election.”

In fact, each time there’s big news – Hurricane Sandyor a presidential debate – the media quickly inform us how the event is playing out on social media. Indeed, we’ve come to expect such details as tweets per minute, and even tweets per second. But this seeming fascination with all things social as something separate, even novel, maybe a fleeting phenomenon, as 2012 could be a turning point of sorts — the last U.S. presidential election in which the media pore over every detail about what’s going on with social media.

Why? At some point, it’s simply no longer surprising. It just…is.

http://news.cnet.com/8301-1023_3-57545544-93/mark-2012-as-historys-last-social-media-election/

Social media a star during presidential election

(CNN) – As Election Day turned into Election Night, millions of votes and how they added up generated millions of tweets, including a “thank you” from the newly re-elected president of the United States.

http://www.myfoxal.com/story/20027773/social-media-a-star-during-presidential-election

Social media’s effect on voters hard to read

It’s still too early to tell whether the chatter on social media will influence the election one way or the other, said William Powers, a journalist who is running Crowdwire, a project by the Cambridge social media analytics firm Bluefin Labs, to analyze social media data around the election.

But it’s certainly giving people a platform to wield influence unlike in any other election season, he said. Even if a Twitter user has only 50 followers, he said, “you are in the conversation in a way that was not possible . . . before as an average citizen.”

http://bostonglobe.com/business/2012/11/05/social-media-offer-digital-bullhorn-for-politically-active/GsWeZTuRwEYOK8farYd54N/story.html

 

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