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| Social Media Actually helps election campaigns! |
Social
media has changed how presidential candidates and businesses channel their
information down to the public. Joe Trippi, the campaign advertiser for former
vice president Walter Mondale and Senator Ted Kennedy, describes that contrary
to traditional media such as TV, social media has empowered ordinary people to
easily voice their opinions to millions around the globe (Patterson, 2016).
Therefore, candidates and businesses have to carefully utilize social media to
ensure a positive response while promoting their campaign or products. For
example, some democrats use social media to appeal to the masses emotionally
such as Hillary Clinton’s posts of family photos on Pinterest to make herself
seem more relatable and humane (Brousell, 2015). Another example is Nike
sharing on Instagram to create brand awareness and induce brand image. On the
other hand, some candidates are utilizing social media to degrade, attack and
judge their competition. Social media has made it into a competition to see which
campaign will drive the other’s negative rating higher (Patterson, 2016).
Candidates may also manipulate social media to support their campaign. For
example, altering the number of followers and responses can affect a viewer’s
conclusion about the candidate’s popularity (Metaxas and Mustafaraj, 2012).
Therefore, the most popular candidate will have an advantage, since people tend
to conform (McLeod, 2016). Even though such popularity may not all be positive,
a correlation between popularity and the election stand. Below is the data on
number of followers of the top four candidates and current election results.
Trump and Clinton being most popular are each leading the votes in their party.
Retrieved from: http://www.theguardian.com/us-news/ng-interactive/2016/mar/25/us-election-2016-delegate-tracker-trump-cruz-kasich-sanders-clinton
Retrieved from: http://www.forbes.com/sites/kathleenchaykowski/2016/03/25/why-bernie-sanderss-social-media-followers-are-more-engaged-than-donald-trumps/#16ecd9ed67be
This is similar with businesses where popularity can be created.
However, businesses can make many decisions based on various popularity. For
example, Nike can determine the number of products to produce based on its
popularity on social media. Therefore, social media is a very important tool to
politicians and businesses.
Here is some data on the amount of followers each candidate has. As you can see Clinton and Trump is leading in terms of overall amount of followers.
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