How The Presidential Candidates Took Social Media Advertising To New Heights


The surge of social media has shifted the way information is delivered to the masses and this year’s presidential election represents the evolving phenomenon at its best.

Politicians got their start with social media in 2008 when Barack Obama joined Facebook and created an extensive amount of Twitter followers to announce his campaign. 2/3 of the Obama campaign donations were raised online while Twitter reported more than 20 million tweets on Election Day, making this years election the most tweeted about event in U.S history. Yes, even the president and Mitt Romney have Facebook accounts and there is no denying the momentum of social media. It’s a good idea when 88% of adult social media users are registered voters.

This year both candidates dove head first into social media and proved how this channel can reach a widespread audience. The social media interaction of Obamas campaign surpassed Romney’s and provided nearly four times as much content as the Romney campaign. Was this a result of social medias popularity among the tech savvy generation Y? Check out the new study.

Advertisers can learn from this years giant political campaigns that focused on 2 key factors of social media strategy: integration and personalized content.

Integrate your marketing message into each social media channel

-The key messages of Romney’s campaign were “A New Beginning” and “Commit to Mitt”. This message unified the voice of his supporters. A commit to Mitt Facebook app was developed and cleverly spread his message. The app showed you who of your friends lived in swing states then urged you to reach out and share your support with them.

-The videos of Obama were strategically organized over the course of the campaign. At first, Obamas website linked to his youtube channel but his videos were embedded into his site closer to the election. This was to filter the content and share only the videos Obama endorsed. The Obama campaign linked to 9 social media platforms, which may seem overwhelming to integrate into your social media strategy. They were Facebook, google+, Tumbler, Flickr, youtube, Pinterest, Spotify, Twitter and Instagram. Remember the presidents target audience is roughly 300 million people. is about the tiniest URL you can get for a website. When you type it in your web browser, you are re-directed to his main campaign webpage. Why such a tiny URL? is a twitter tiny url. This url was brilliantly thought of to be used for the twitter campaign strategy. Twitter squashes down long URLs and provides a bunch of random characters too long for tweets, but easily fits into the 140 character limit.  Each time you saw a tweet with, you knew it pertained to the Romney campaign which is great for top of mind awareness.

Develop a company blog and content platform to share the story and core values of your business 

-The Obama website has a section of groups made up of supporters organizing the issues they care about. Each group contains videos and information related to Obamas support. The group titles are parents, catholics, sportsmen, small business owners, young Americans, women etc.. Categorizing support groups allowed people to relate to causes they care about and connect with citizens on a personal level.

-Blogs are a great way to express the core values of your company and they create relationships with your audience. Write on topics related to your industry to attract your target demographic. Consumers demand more information in this digital age to help them through their buying decisions or in this case (voting process). The Obama news blog kept all of his supporters informed at every step of the campaign by providing updates on his future agenda and political beliefs. When your brand promotes its’ products and services be sure to expand your reach and stand behind every claim, update your followers on a daily basis with engaging content and integrate your social media platforms.

Aside from your political stance, each campaign employed social media strategies that pushed the envelope of multi channel advertising far beyond the ordinary. Social media engagement is a critical component to influence consumers in the digital revolution.

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