A SNAPSHOP of SOCIAL MEDIA UseA SNAPSHOP of SOCIAL MEDIA Useby by

Political Parties Political Parties in the Guyana 2011 Elections Campaignin the Guyana 2011 Elections Campaign

Lenandlar SinghLenandlar SinghDepartment of Computer ScienceDepartment of Computer Science

University of Guyana University of Guyana

OUTLINEOUTLINEThe Internet and WWW in CampaignThe Internet and WWW in Campaign

Social MediaSocial Media

Social Media in CampaignSocial Media in Campaign

Facebook IN Guyana 2011 ElectionFacebook IN Guyana 2011 Election

Twitter in Guyana 2011 ElectionTwitter in Guyana 2011 Election

Conversation, Questions, DiscussionsConversation, Questions, Discussions

Internet & WWW in PoliticsInternet & WWW in Politics

Candidates Website (1996)Candidates Website (1996)

Email (Jesse Ventura Campaign,1998)Email (Jesse Ventura Campaign,1998)

Fundraising (John McCain, 2000 Fundraising (John McCain, 2000 Campaign) {a pioneer}Campaign) {a pioneer}

Blogs (Howard Dean Campaign,2004)Blogs (Howard Dean Campaign,2004)

Facebook, MySpace, Twitter (Obama’s Facebook, MySpace, Twitter (Obama’s Campaign, 2008) [4]Campaign, 2008) [4]

Social MediaSocial MediaSocial Media Social Media the use of web-based and mobile technologies to turn the use of web-based and mobile technologies to turn

communication into an interactive dialogue [2]communication into an interactive dialogue [2]

"a group of Internet-based applications that build on "a group of Internet-based applications that build on the ideological and technological foundations of the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of , and that allow the creation and exchange of user-generated content.“ [2].“ [2]

Some Key IdeasSome Key Ideas Interaction, Participation, Openness, Conversation, Community, Interaction, Participation, Openness, Conversation, Community,

Connectedness [3] : 1-1,1-M, M-MConnectedness [3] : 1-1,1-M, M-M

User Generated ContentUser Generated Content

The usual suspects:The usual suspects:

YouTubeYouTube

FacebookFacebook

MyspaceMyspace

TwitterTwitter

Del.icio.usDel.icio.us

DiggDigg

Why Social Media?Why Social Media?

Increase ExposureIncrease Exposure

Low Cost/No CostLow Cost/No Cost

Access to “Digital Natives” GenerationAccess to “Digital Natives” Generation

Diversity of Tools AvailableDiversity of Tools Available

The Obama’s CampaignThe Obama’s Campaign

Barack Obama referred to as the “first Barack Obama referred to as the “first social media president” [5]social media president” [5]

Used Social Media as an Integral Part of Used Social Media as an Integral Part of Campaign in 2008 [6]Campaign in 2008 [6]

Hired Co-Founder of FaceBook Chris Hired Co-Founder of FaceBook Chris Hughes to set up Website [8]Hughes to set up Website [8]

Young Voters were receptive to campaign Young Voters were receptive to campaign [7][7]

Obama’s CampaignObama’s Campaign

2.2M ‘friended’ Obama on Facebook; 0.5M 2.2M ‘friended’ Obama on Facebook; 0.5M “friended” McCain“friended” McCain

Over 500 unofficial groups dedicated to Over 500 unofficial groups dedicated to Democratic candidateDemocratic candidate

Obama’s CampaignObama’s Campaign

Rally SupportRally Support

Campaign ActivitiesCampaign Activities

AnnouncementsAnnouncements VideosVideos TextText Mass EmailingMass Emailing

FundraisingFundraising

Discussion & FeedbackDiscussion & Feedback

Everything Possible with Social MediaEverything Possible with Social Media

Obama’s Campaign – Smedia & Obama’s Campaign – Smedia & Lessons LearnedLessons Learned

Laddering Support through tiers of EngagementLaddering Support through tiers of Engagement

Empowering Super UsersEmpowering Super Users

Providing source materials for user-generated contentProviding source materials for user-generated content

Go (online) where people areGo (online) where people are

Use tools people are familiar withUse tools people are familiar with

Ensure people can find contentEnsure people can find content

Mobilise Support through Mobile devicesMobilise Support through Mobile devices

Harness Analytics to constantly improve engagement Harness Analytics to constantly improve engagement activitiesactivities

Building online operation to scaleBuilding online operation to scale

Choosing the right team [10]Choosing the right team [10]

Social Media Use in Canada’s Social Media Use in Canada’s Election of 2008Election of 2008

Table Showing Number of “Friends” on Table Showing Number of “Friends” on Election Day by Party Leader [11]Election Day by Party Leader [11]

Party Leader “Friends”

Jack Layton 25,127

Stephen Harper 17,903

Stephane Dion 14,263

Elizabeth May 5,327

Gilles Duceppe 2,383

Total 65,053

Social Media Use in Canada’s Social Media Use in Canada’s Election of 2008Election of 2008

Less than 1% of population on FacebookLess than 1% of population on Facebook

Overall very static and low information profiles of Overall very static and low information profiles of leadersleaders

Photographs from campaign trail postedPhotographs from campaign trail posted

Television Ads postedTelevision Ads posted

Unlike Obama, no direct-access use for fundraising Unlike Obama, no direct-access use for fundraising and volunteers recruitmentand volunteers recruitment

Social Media Use in Canada’s Social Media Use in Canada’s Election of 2008Election of 2008

Sporadic use by Stephane Dion – ask “friends” to Sporadic use by Stephane Dion – ask “friends” to “help spread the message”“help spread the message”

Friends of Leighton and May submit “fan” photos Friends of Leighton and May submit “fan” photos and videosand videos

No Direct Appeals for support via FacebookNo Direct Appeals for support via Facebook

Prime Minister’s Facebook had no “Wall”Prime Minister’s Facebook had no “Wall”

FacebookFacebook

Social Networking WebsiteSocial Networking Website

Founded in 2004, Public Circa 2006Founded in 2004, Public Circa 2006

Greater 800 Million Users [9]Greater 800 Million Users [9]

> 50% Users Log in Daily> 50% Users Log in Daily

Create:Create: PagePage Personal ProfilePersonal Profile GroupsGroups

AFC FacebookAFC Facebook

APNU FacebookAPNU Facebook

PPP/C FacebookPPP/C Facebook

Facebook in Guyana’s 2011 CampaignFacebook in Guyana’s 2011 CampaignRelatively Small number of “friends” and “likes” Relatively Small number of “friends” and “likes” for all 3 major partiesfor all 3 major parties

Relatively Low levels of interaction and Relatively Low levels of interaction and CommentingCommenting

ContentContent Campaign DatesCampaign Dates Pictures from CampaignPictures from Campaign Links to Youtube Videos AND PodcastsLinks to Youtube Videos AND Podcasts Endorsements (ALL 3 Parties)Endorsements (ALL 3 Parties) Other linksOther links

““Stories” about Incumbent (AFC,APNU)Stories” about Incumbent (AFC,APNU)

““Success stories” (PPP/C)Success stories” (PPP/C)

Facebook in Guyana’s 2011 CampaignFacebook in Guyana’s 2011 CampaignAPNU – No wall; discussion limited to APNU – No wall; discussion limited to materials posted by APNUmaterials posted by APNU

AFC – sporadic calls for DonationAFC – sporadic calls for Donation

Summary from the THREESummary from the THREE

Summary from CandidatesSummary from Candidates

Summary from CandidatesSummary from Candidates

TwitterTwitter

MicroBlogging Site – www.twitter.comMicroBlogging Site – www.twitter.com

Created in 2006 by Jack Dorsey [1]Created in 2006 by Jack Dorsey [1]

Max 140 characters/tweetMax 140 characters/tweet

Have “followers”Have “followers”

Can “follow” othersCan “follow” others

TwitterTwitter

Time on TwitterTime on TwitterAFC – Approximately 2 ½ YEARSAFC – Approximately 2 ½ YEARS

PNU – Approximately 5 MONTHSPNU – Approximately 5 MONTHS

PPP/C – Approximately 8 MONTHSPPP/C – Approximately 8 MONTHS

AFC TwitterAFC Twitter

APNU TwitterAPNU Twitter

PPP/C TwitterPPP/C Twitter

AFC UseAFC Use

AFC UseAFC Use

APNU UseAPNU Use

PPP/C UsePPP/C Use

USAGEUSAGE Generally low levels of TweetingGenerally low levels of Tweeting

Low interaction: Low interaction: voter – votervoter – voter Voter - campaignVoter - campaign

Rarely interacted with followers (few followers)Rarely interacted with followers (few followers) Mostly Announcements (APNU)Mostly Announcements (APNU)

Campaign Schedule Campaign Schedule

Links to pictures and Youtube videos (PPP/C)Links to pictures and Youtube videos (PPP/C)

AFC tweets mostly on Issues of Governance AFC tweets mostly on Issues of Governance

Future WorkFuture Work

More Detailed Content AnalysisMore Detailed Content Analysis

Examine Campaign Managers UseExamine Campaign Managers Use

Determine Extent of Local ParticipationDetermine Extent of Local Participation

Compare with Other Developing States?Compare with Other Developing States?

ReferencesReferences[1] [1] http://en.wikipedia.org/wiki/Jack_Dorsey

[2] [2] http://en.wikipedia.org/wiki/Social_mediahttp://en.wikipedia.org/wiki/Social_media

[3][3]http://www.icrossing.co.uk/fileadmin/uploads/eBooks/http://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_Social_Media_iCrossing_ebook.pdfWhat_is_Social_Media_iCrossing_ebook.pdf

[4]Tumasjan, L.F., Sprenger, T.O., Sandner, P.G., & Welpe, I.M. (2010). [4]Tumasjan, L.F., Sprenger, T.O., Sandner, P.G., & Welpe, I.M. (2010). Predicting Elections with Twitter: What 140 characters reveal about Political Predicting Elections with Twitter: What 140 characters reveal about Political Sentiment. Proceedings of the International AAAI Conference on Weblogs and Sentiment. Proceedings of the International AAAI Conference on Weblogs and Social Media. Social Media.

[5][5]http://www.searchmarketinggurus.com/search_marketing_gurus/2008/11/http://www.searchmarketinggurus.com/search_marketing_gurus/2008/11/barack-obama-the-first-social-media-president.htmlbarack-obama-the-first-social-media-president.html

[6] [6] http://www.edelman.com/image/insights/content/social%20pulpit%20-http://www.edelman.com/image/insights/content/social%20pulpit%20-%20barack%20obamas%20social%20media%20toolkit%201.09.pdf%20barack%20obamas%20social%20media%20toolkit%201.09.pdf

ReferencesReferences

[7] [7] Simba, M. (2009). The Obama campaign 2008: A historical Simba, M. (2009). The Obama campaign 2008: A historical

overview. Western Journal of Black Studies, 33, 186-191.overview. Western Journal of Black Studies, 33, 186-191.

[8] [8] http://en.wikipedia.org/wiki/Chris_Hugheshttp://en.wikipedia.org/wiki/Chris_Hughes

[9] [9] http://www.facebook.com/press/info.php?statisticshttp://www.facebook.com/press/info.php?statistics

[10][10]http://www.edelman.com/image/insights/content/social%20pulpithttp://www.edelman.com/image/insights/content/social%20pulpit%20-%20barack%20obamas%20social%20media%20toolkit%20-%20barack%20obamas%20social%20media%20toolkit%201.09.pdf%201.09.pdf

[11] Small, A.S. (2008). The Facebook Effect? Online Campaigning in [11] Small, A.S. (2008). The Facebook Effect? Online Campaigning in the 2008 Canadian and US Elections. Options Politiques, pp. 85-87the 2008 Canadian and US Elections. Options Politiques, pp. 85-87

Questions??Questions??