SlideShare ist ein Scribd-Unternehmen logo
1 von 10
Downloaden Sie, um offline zu lesen
#AUSVOTES
HOW TWITTER COVERED
 THE 2010 AUSTRALIAN
  FEDERAL ELECTION



   CATHERINE ALEXANDER
         Z3366676
Connecting people
Share views
Publicly engage in a discussion
Methods and Results
• #, @ and RTs
• Over 400,000 tweets
• More focus on the political leaders rather
  than the issues
• http://www.youtube.com/watch?
  v=tpN7VCzDTdg&feature=related
  (4.44)
Continued
• 50% of tweets consisted of @ replies or
  manual RTs
• Leaders did not take full advantage of the
  communication opportunity
• More a platform for discussion
Obama 2008 Campaign
       “The Facebook Campaign”
1. Message
2. Target Audience
46% of Americans used the web for news about the campaign

3. Connect
In 2008 Obama became the most followed person on Twitter (Duncan, 2008)

4. Nurture
Each social network site centered around involvement and participation

5. Ask for the Vote
Obama vs. McCain (Metzgar and
       Maruggi 2009)
          Obama                McCain

           2,379,102           620,359

            112,474             4,603

          18 million          2 million


    http://www.youtube.com/user/BarackObamadotcom

     http://www.youtube.com/watch?v=SsV2O4fCgjk
2012 US Campaign (Dailey,
            2012)
              Obama      Romney
FB Likes   +1 million   +600,000

Re-Tweets +150,000      +8,000

YouTube    +830,000     +390,000
Conclusion
 Campaigns should be leveraging social media to
 communicate their messages with the target
 audience but also keep the traditional
 campaign techniques.

http://www.youtube.com/watch?v=QKbziodzimo
Activity
•   Split the room into four groups: Journalists, general public, Jane Jones and John
    Smith.
•   We want you to react the way your group would do so in the following situation,

    using the Twitter format of 140. Add #MDIA5003 and @reply or re-Tweet at least
    one other Tweet made by someone else.
•   Pretend it’s the lead up to a federal election in our fictional country “land”, it’s John
    Smith up against Jane Jones once again. During the public debate John Smith
    swears. Not in a derogatory way towards anyone in particular, he simply says the
    F-word. He is talking about his views on the National Broadband Network, and how
    they should be scrapped to pay aid to those affected by the Northern state floods (a
    statement he actually made in February 2011).
References
•   Bruns, A. and Burgess, J. 2011. How Twitter covered the 2010 Australian federal election.
    Communication, politics and culture, Vol. 44, No. 2, pp. 37-56.
•   Dailey, K. 2012. Romney v Obama on Twitter, Facebook and YouTube, BBC News Magazine,
    August 15.
•   Duncan, T. 2008. Obama08 leveraged Twitter to drive traffic to their website and help win an
    election, Part 1-Obama08 Twitter Marketing strategy. Obama 2.0 Marketing, November 8.
•   Fraser, M. And Dutta, S. 2008. Obama’s win means future elections must be fought online.
    The Guardian, Nov 7.
•   Metzgar, E. And Maruggi, A. 2009. Social media and the 2008 U.S. presidential election.
    Journal of new communications research, Vol. 4, Issue. 1.
•   Miller, C. C. 2008. How Obama’s internet campaign changed politics. The New York
    Times, Nov 7.
•   The Dragonfly Effect, How Obama won with social media.
    http://www.dragonflyeffect.com/blog/dragonfly-in-action/case-studies/the-obama-
    campaign/

Weitere ähnliche Inhalte

Was ist angesagt?

Power of Social Media in Politics
Power of Social Media in PoliticsPower of Social Media in Politics
Power of Social Media in PoliticsEbru Waters
 
Social Media And Politics
Social Media And PoliticsSocial Media And Politics
Social Media And PoliticsPhilippe Bossin
 
Art of Winning Election | How to make successful Political Campaign
Art of Winning Election | How to make successful Political CampaignArt of Winning Election | How to make successful Political Campaign
Art of Winning Election | How to make successful Political CampaignShibam Sarbswa 🚀
 
Social Media and Politics_lecture @FHNW Business
Social Media and Politics_lecture @FHNW BusinessSocial Media and Politics_lecture @FHNW Business
Social Media and Politics_lecture @FHNW BusinessBéatrice Wertli
 
How Elected Offficials are using social media
How Elected Offficials are using social mediaHow Elected Offficials are using social media
How Elected Offficials are using social mediaSavannah Whaley
 
Social Media and the U.S. Election: Consuming the Campaign
Social Media and the U.S. Election: Consuming the CampaignSocial Media and the U.S. Election: Consuming the Campaign
Social Media and the U.S. Election: Consuming the CampaignJanelle Ward
 
How has social media impacted consumer behavior
How has social media impacted consumer behaviorHow has social media impacted consumer behavior
How has social media impacted consumer behaviorraloul
 
Social Media and the U.S. Election: Aftermath
Social Media and the U.S. Election: AftermathSocial Media and the U.S. Election: Aftermath
Social Media and the U.S. Election: AftermathJanelle Ward
 
Hybrid Civil Society: How New and Historic Networks Collaborate for Change
Hybrid Civil Society: How New and Historic Networks Collaborate for ChangeHybrid Civil Society: How New and Historic Networks Collaborate for Change
Hybrid Civil Society: How New and Historic Networks Collaborate for ChangeMer Joyce
 
How not to run a social media campaign
How not to run a social media campaignHow not to run a social media campaign
How not to run a social media campaignJoão Romão
 
The Social Media Election, All American Night, Leiden, the Netherlands
The Social Media Election, All American Night, Leiden, the NetherlandsThe Social Media Election, All American Night, Leiden, the Netherlands
The Social Media Election, All American Night, Leiden, the NetherlandsJanelle Ward
 
Social Media and the U.S. Election: Producing the Campaign
Social Media and the U.S. Election: Producing the CampaignSocial Media and the U.S. Election: Producing the Campaign
Social Media and the U.S. Election: Producing the CampaignJanelle Ward
 
Why Social Media
Why Social MediaWhy Social Media
Why Social Media3rdstreet
 
How Nonprofits Can Effectively Use Social Media
How Nonprofits Can Effectively Use Social MediaHow Nonprofits Can Effectively Use Social Media
How Nonprofits Can Effectively Use Social MediaEileen OBrien
 
Politics and social media
Politics and social mediaPolitics and social media
Politics and social mediagmkeller11
 

Was ist angesagt? (20)

Red White and Food Social Media Case Study
Red White and Food Social Media Case StudyRed White and Food Social Media Case Study
Red White and Food Social Media Case Study
 
Power of Social Media in Politics
Power of Social Media in PoliticsPower of Social Media in Politics
Power of Social Media in Politics
 
Social Media And Politics
Social Media And PoliticsSocial Media And Politics
Social Media And Politics
 
Art of Winning Election | How to make successful Political Campaign
Art of Winning Election | How to make successful Political CampaignArt of Winning Election | How to make successful Political Campaign
Art of Winning Election | How to make successful Political Campaign
 
Social Media and Politics_lecture @FHNW Business
Social Media and Politics_lecture @FHNW BusinessSocial Media and Politics_lecture @FHNW Business
Social Media and Politics_lecture @FHNW Business
 
How Elected Offficials are using social media
How Elected Offficials are using social mediaHow Elected Offficials are using social media
How Elected Offficials are using social media
 
Multimedia
MultimediaMultimedia
Multimedia
 
Social Media and the U.S. Election: Consuming the Campaign
Social Media and the U.S. Election: Consuming the CampaignSocial Media and the U.S. Election: Consuming the Campaign
Social Media and the U.S. Election: Consuming the Campaign
 
How has social media impacted consumer behavior
How has social media impacted consumer behaviorHow has social media impacted consumer behavior
How has social media impacted consumer behavior
 
Social Media and the U.S. Election: Aftermath
Social Media and the U.S. Election: AftermathSocial Media and the U.S. Election: Aftermath
Social Media and the U.S. Election: Aftermath
 
Hybrid Civil Society: How New and Historic Networks Collaborate for Change
Hybrid Civil Society: How New and Historic Networks Collaborate for ChangeHybrid Civil Society: How New and Historic Networks Collaborate for Change
Hybrid Civil Society: How New and Historic Networks Collaborate for Change
 
How not to run a social media campaign
How not to run a social media campaignHow not to run a social media campaign
How not to run a social media campaign
 
Social Media Advocacy
Social Media AdvocacySocial Media Advocacy
Social Media Advocacy
 
The Social Media Election, All American Night, Leiden, the Netherlands
The Social Media Election, All American Night, Leiden, the NetherlandsThe Social Media Election, All American Night, Leiden, the Netherlands
The Social Media Election, All American Night, Leiden, the Netherlands
 
Social Media and the U.S. Election: Producing the Campaign
Social Media and the U.S. Election: Producing the CampaignSocial Media and the U.S. Election: Producing the Campaign
Social Media and the U.S. Election: Producing the Campaign
 
Why Social Media
Why Social MediaWhy Social Media
Why Social Media
 
Upscale emulation
Upscale emulationUpscale emulation
Upscale emulation
 
Flipbook
FlipbookFlipbook
Flipbook
 
How Nonprofits Can Effectively Use Social Media
How Nonprofits Can Effectively Use Social MediaHow Nonprofits Can Effectively Use Social Media
How Nonprofits Can Effectively Use Social Media
 
Politics and social media
Politics and social mediaPolitics and social media
Politics and social media
 

Andere mochten auch

Andere mochten auch (6)

Political Cartoons
Political CartoonsPolitical Cartoons
Political Cartoons
 
Yorkie 2
Yorkie 2 Yorkie 2
Yorkie 2
 
Government 2.0.: Opportunities and challenges
Government 2.0.: Opportunities and challengesGovernment 2.0.: Opportunities and challenges
Government 2.0.: Opportunities and challenges
 
Yorkie
YorkieYorkie
Yorkie
 
Businessmodelgeneration preview 71358
Businessmodelgeneration preview 71358Businessmodelgeneration preview 71358
Businessmodelgeneration preview 71358
 
Pres
PresPres
Pres
 

Ähnlich wie Ausvotes 2

Votesocialmedia
VotesocialmediaVotesocialmedia
Votesocialmediakesisco
 
Social mediaandpolitics3
Social mediaandpolitics3Social mediaandpolitics3
Social mediaandpolitics3Mjomara2012
 
Social mediaandpolitics2 sanssound
Social mediaandpolitics2 sanssoundSocial mediaandpolitics2 sanssound
Social mediaandpolitics2 sanssoundMjomara2012
 
Social media in politics, digital economy, social business report
Social media in politics, digital economy, social business reportSocial media in politics, digital economy, social business report
Social media in politics, digital economy, social business reportNiall Devitt
 
Social media and political campaigns
Social media and political campaignsSocial media and political campaigns
Social media and political campaignsJakeTucker10
 
What is Social Media
What is Social MediaWhat is Social Media
What is Social MediaFlid Media
 
Using Social Media for Social Change
Using Social Media for Social ChangeUsing Social Media for Social Change
Using Social Media for Social Changewhite paper
 
Case study the barack obama strategy
Case study  the barack obama strategyCase study  the barack obama strategy
Case study the barack obama strategyViệt Long Plaza
 
Political Social Media Presentation
Political Social Media  PresentationPolitical Social Media  Presentation
Political Social Media PresentationTHGLLC
 
Ict’s social media tools and political campaign’s
Ict’s social media tools and political campaign’sIct’s social media tools and political campaign’s
Ict’s social media tools and political campaign’sSiobhanmac
 
CASE STUDY OF EFFECTIVENESS - THE BARACK OBAMA CAMPAIGN
CASE STUDY OF EFFECTIVENESS  - THE BARACK OBAMA CAMPAIGNCASE STUDY OF EFFECTIVENESS  - THE BARACK OBAMA CAMPAIGN
CASE STUDY OF EFFECTIVENESS - THE BARACK OBAMA CAMPAIGNComDez
 
Social Media and Politics - Trend Report II
Social Media and Politics - Trend Report IISocial Media and Politics - Trend Report II
Social Media and Politics - Trend Report IIVince Carr
 
Social Media and Politics
Social Media and PoliticsSocial Media and Politics
Social Media and PoliticsVince Carr
 
Social Pulpit: Barack Obama's Social Media Toolkit
Social Pulpit: Barack Obama's Social Media ToolkitSocial Pulpit: Barack Obama's Social Media Toolkit
Social Pulpit: Barack Obama's Social Media ToolkitMonte Lutz
 
Where They Are @: or how I learned to stop worrying and love social media
Where They Are @: or how I learned to stop worrying and love social mediaWhere They Are @: or how I learned to stop worrying and love social media
Where They Are @: or how I learned to stop worrying and love social mediaJames Garrow
 
Sendible, BrightonSEO: Does the Trump card always work on Social Media?
Sendible, BrightonSEO: Does the Trump card always work on Social Media?Sendible, BrightonSEO: Does the Trump card always work on Social Media?
Sendible, BrightonSEO: Does the Trump card always work on Social Media?Sendible
 

Ähnlich wie Ausvotes 2 (20)

Votesocialmedia
VotesocialmediaVotesocialmedia
Votesocialmedia
 
Social mediaandpolitics3
Social mediaandpolitics3Social mediaandpolitics3
Social mediaandpolitics3
 
Social mediaandpolitics2 sanssound
Social mediaandpolitics2 sanssoundSocial mediaandpolitics2 sanssound
Social mediaandpolitics2 sanssound
 
Social media3
Social media3Social media3
Social media3
 
#votesocialmedia
 #votesocialmedia #votesocialmedia
#votesocialmedia
 
Social media in politics, digital economy, social business report
Social media in politics, digital economy, social business reportSocial media in politics, digital economy, social business report
Social media in politics, digital economy, social business report
 
Social media and political campaigns
Social media and political campaignsSocial media and political campaigns
Social media and political campaigns
 
What is Social Media
What is Social MediaWhat is Social Media
What is Social Media
 
Using Social Media for Social Change
Using Social Media for Social ChangeUsing Social Media for Social Change
Using Social Media for Social Change
 
Case study the barack obama strategy
Case study  the barack obama strategyCase study  the barack obama strategy
Case study the barack obama strategy
 
Political Social Media Presentation
Political Social Media  PresentationPolitical Social Media  Presentation
Political Social Media Presentation
 
Ict’s social media tools and political campaign’s
Ict’s social media tools and political campaign’sIct’s social media tools and political campaign’s
Ict’s social media tools and political campaign’s
 
CASE STUDY OF EFFECTIVENESS - THE BARACK OBAMA CAMPAIGN
CASE STUDY OF EFFECTIVENESS  - THE BARACK OBAMA CAMPAIGNCASE STUDY OF EFFECTIVENESS  - THE BARACK OBAMA CAMPAIGN
CASE STUDY OF EFFECTIVENESS - THE BARACK OBAMA CAMPAIGN
 
Twitter Takeover
Twitter TakeoverTwitter Takeover
Twitter Takeover
 
Social Media and Politics - Trend Report II
Social Media and Politics - Trend Report IISocial Media and Politics - Trend Report II
Social Media and Politics - Trend Report II
 
Social Media and Politics
Social Media and PoliticsSocial Media and Politics
Social Media and Politics
 
Obama by moises
Obama by moisesObama by moises
Obama by moises
 
Social Pulpit: Barack Obama's Social Media Toolkit
Social Pulpit: Barack Obama's Social Media ToolkitSocial Pulpit: Barack Obama's Social Media Toolkit
Social Pulpit: Barack Obama's Social Media Toolkit
 
Where They Are @: or how I learned to stop worrying and love social media
Where They Are @: or how I learned to stop worrying and love social mediaWhere They Are @: or how I learned to stop worrying and love social media
Where They Are @: or how I learned to stop worrying and love social media
 
Sendible, BrightonSEO: Does the Trump card always work on Social Media?
Sendible, BrightonSEO: Does the Trump card always work on Social Media?Sendible, BrightonSEO: Does the Trump card always work on Social Media?
Sendible, BrightonSEO: Does the Trump card always work on Social Media?
 

Kürzlich hochgeladen

Por estos dos motivos, defensa de JOH solicita repetir juicio
Por estos dos motivos, defensa de JOH solicita repetir juicioPor estos dos motivos, defensa de JOH solicita repetir juicio
Por estos dos motivos, defensa de JOH solicita repetir juicioAlexisTorres963861
 
Ministry of Justice Extradition Eswatini 3.pdf
Ministry of Justice Extradition Eswatini 3.pdfMinistry of Justice Extradition Eswatini 3.pdf
Ministry of Justice Extradition Eswatini 3.pdfSABC News
 
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...Light Rail in Canberra: Too much, too little, too late: Is the price worth th...
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...University of Canberra
 
Anantkumar Hegde
Anantkumar Hegde  Anantkumar Hegde
Anantkumar Hegde NewsFeed1
 
19032024_First India Newspaper Jaipur.pdf
19032024_First India Newspaper Jaipur.pdf19032024_First India Newspaper Jaipur.pdf
19032024_First India Newspaper Jaipur.pdfFIRST INDIA
 
Européennes 2024 : projection du Parlement européen à trois mois du scrutin
Européennes 2024 : projection du Parlement européen à trois mois du scrutinEuropéennes 2024 : projection du Parlement européen à trois mois du scrutin
Européennes 2024 : projection du Parlement européen à trois mois du scrutinIpsos France
 
One India vs United India by Dream Tamilnadu
One India vs United India by Dream TamilnaduOne India vs United India by Dream Tamilnadu
One India vs United India by Dream TamilnaduDreamTamilnadu
 
Another Day, Another Default Judgment Against Gabe Whitley
Another Day, Another Default Judgment Against Gabe WhitleyAnother Day, Another Default Judgment Against Gabe Whitley
Another Day, Another Default Judgment Against Gabe WhitleyAbdul-Hakim Shabazz
 

Kürzlich hochgeladen (8)

Por estos dos motivos, defensa de JOH solicita repetir juicio
Por estos dos motivos, defensa de JOH solicita repetir juicioPor estos dos motivos, defensa de JOH solicita repetir juicio
Por estos dos motivos, defensa de JOH solicita repetir juicio
 
Ministry of Justice Extradition Eswatini 3.pdf
Ministry of Justice Extradition Eswatini 3.pdfMinistry of Justice Extradition Eswatini 3.pdf
Ministry of Justice Extradition Eswatini 3.pdf
 
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...Light Rail in Canberra: Too much, too little, too late: Is the price worth th...
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...
 
Anantkumar Hegde
Anantkumar Hegde  Anantkumar Hegde
Anantkumar Hegde
 
19032024_First India Newspaper Jaipur.pdf
19032024_First India Newspaper Jaipur.pdf19032024_First India Newspaper Jaipur.pdf
19032024_First India Newspaper Jaipur.pdf
 
Européennes 2024 : projection du Parlement européen à trois mois du scrutin
Européennes 2024 : projection du Parlement européen à trois mois du scrutinEuropéennes 2024 : projection du Parlement européen à trois mois du scrutin
Européennes 2024 : projection du Parlement européen à trois mois du scrutin
 
One India vs United India by Dream Tamilnadu
One India vs United India by Dream TamilnaduOne India vs United India by Dream Tamilnadu
One India vs United India by Dream Tamilnadu
 
Another Day, Another Default Judgment Against Gabe Whitley
Another Day, Another Default Judgment Against Gabe WhitleyAnother Day, Another Default Judgment Against Gabe Whitley
Another Day, Another Default Judgment Against Gabe Whitley
 

Ausvotes 2

  • 1. #AUSVOTES HOW TWITTER COVERED THE 2010 AUSTRALIAN FEDERAL ELECTION CATHERINE ALEXANDER Z3366676
  • 2. Connecting people Share views Publicly engage in a discussion
  • 3. Methods and Results • #, @ and RTs • Over 400,000 tweets • More focus on the political leaders rather than the issues • http://www.youtube.com/watch? v=tpN7VCzDTdg&feature=related (4.44)
  • 4. Continued • 50% of tweets consisted of @ replies or manual RTs • Leaders did not take full advantage of the communication opportunity • More a platform for discussion
  • 5. Obama 2008 Campaign “The Facebook Campaign” 1. Message 2. Target Audience 46% of Americans used the web for news about the campaign 3. Connect In 2008 Obama became the most followed person on Twitter (Duncan, 2008) 4. Nurture Each social network site centered around involvement and participation 5. Ask for the Vote
  • 6. Obama vs. McCain (Metzgar and Maruggi 2009) Obama McCain 2,379,102 620,359 112,474 4,603 18 million 2 million http://www.youtube.com/user/BarackObamadotcom http://www.youtube.com/watch?v=SsV2O4fCgjk
  • 7. 2012 US Campaign (Dailey, 2012) Obama Romney FB Likes +1 million +600,000 Re-Tweets +150,000 +8,000 YouTube +830,000 +390,000
  • 8. Conclusion Campaigns should be leveraging social media to communicate their messages with the target audience but also keep the traditional campaign techniques. http://www.youtube.com/watch?v=QKbziodzimo
  • 9. Activity • Split the room into four groups: Journalists, general public, Jane Jones and John Smith. • We want you to react the way your group would do so in the following situation, using the Twitter format of 140. Add #MDIA5003 and @reply or re-Tweet at least one other Tweet made by someone else. • Pretend it’s the lead up to a federal election in our fictional country “land”, it’s John Smith up against Jane Jones once again. During the public debate John Smith swears. Not in a derogatory way towards anyone in particular, he simply says the F-word. He is talking about his views on the National Broadband Network, and how they should be scrapped to pay aid to those affected by the Northern state floods (a statement he actually made in February 2011).
  • 10. References • Bruns, A. and Burgess, J. 2011. How Twitter covered the 2010 Australian federal election. Communication, politics and culture, Vol. 44, No. 2, pp. 37-56. • Dailey, K. 2012. Romney v Obama on Twitter, Facebook and YouTube, BBC News Magazine, August 15. • Duncan, T. 2008. Obama08 leveraged Twitter to drive traffic to their website and help win an election, Part 1-Obama08 Twitter Marketing strategy. Obama 2.0 Marketing, November 8. • Fraser, M. And Dutta, S. 2008. Obama’s win means future elections must be fought online. The Guardian, Nov 7. • Metzgar, E. And Maruggi, A. 2009. Social media and the 2008 U.S. presidential election. Journal of new communications research, Vol. 4, Issue. 1. • Miller, C. C. 2008. How Obama’s internet campaign changed politics. The New York Times, Nov 7. • The Dragonfly Effect, How Obama won with social media. http://www.dragonflyeffect.com/blog/dragonfly-in-action/case-studies/the-obama- campaign/

Hinweis der Redaktion

  1. Have a message, know where to find your target audience, 46% of Americans said they used the web for news about the presidential campaign, connect with them, Obama could connect with them as he became the most followed person on twitter in 2008 nurture the relationship, then ask for the vote Same as old school campaigning but it has just progressed with the technologies. Campaigns need to change with the technologies
  2. These figures come from a paper on the 2008 presidential elections. It shows how each candidate used social media outlets. The official campaign videos on this site were watched for a total of 14.5 million hours, this amount of TV hours would have cost the campaign $47 million
  3. It has been noted than when it comes to social media the campaigns parties are more interested in the media side than the social side. Each candidate tries to reach as many constituency groups as possible but cannot open social media as a 2 way channel to engage with every follower as they would be inundated with messages and questions. The content Obama publishes online receives significantly more attention than Romney’s. Obama;s online campaign paid off last year with some people believing that if it wasn’t for social media Obama would not have won the 2008 election. We wont know till November whether popularity of political social media sites will translate to popularity in the polls. Meanwhile