Opportunity & risks for political marketers posting content
Texas Insider Report: AUSTIN Texas The 2012 Election is the first truly social" presidential cycle. In surveys social network users claim social content doesnt influence their political opinions and activity. But according to a new eMarketer report The New Political Influencers: Social Medias Effect on the Campaign Trail" the evidence is adding up that they are wrong.
Candidates from major and minor parties alike are plastered all over the most popular sites with presences on Facebook Twitter and YouTube not to mention Tumblr Reddit Quora and many others.
In April the
Pew Internet & American Life Project surveyed U.S. Social Network users and found they considered social sites to be minor sources of campaign news compared to news sites.
Consumers as a whole also reported being less likely to have learned something about a candidate or campaign from social sites than from any other source from cable news networks to the internet in general to NPR and religious radio talk shows.
But other data suggests that social content is in fact having an effect on voters.
For instance when
AYTM Market Research surveyed US internet users in September more than a quarter said social media had influenced their political opinions. Similarly Pew found that 41 of Twitter users at least sometimes learned something about the election from the service as did 36 of Facebook users.
A similar difference in the self-reported importance of social media for politics vs. social medias actual effect appeared when Pew asked users how much political content they posted. Social network users tend to say they dont post much about politics on the social sites they use but someone must since they also report seeing such content from their friends.
While just 16 of social network users told Pew they posted at least some" political status updates comments and links 39 said the same of their friends.
Meanwhile nearly two-thirds of respondents claimed to post
no political material at all while just 23 reported seeing none in their newsfeeds.
And when those views surprising or otherwise cause conflict they can break down the social graph. Pew found that overall nearly 1-in-5 social network users had blocked unfriended or unfollowed someone because of political postings that upset them.
The data suggests that users are influenced by political-social content but also that they are resistant to it pointing up opportunity and risk for marketers when working within social media.
The full report The New Political Influencers: Social Medias Effect on the Campaign Trail" also answers these key questions:
- How many people turn online and especially to social media for information about campaigns and candidates?
- How are politicians activists and other politically involved marketers using social media to get their messages out during the national election season?
- What are consumers attitudes toward receiving political messages on social sites?
This article is made available thanks to eMarketer & Total Access. View the entire report now.
