There were significant lessons learned from Election 2012 for effective political media and campaign ads.
JIM MESSINA WON BIG FOR OBAMA
In the words of a winner, Jim Messina, manager of the Obama Biden campaign:
A decade ago, the average voter got most of their information from the evening news, Messina said. Now, the average voter gets their news from 15 different sources, he said.
Like the individually targeted fundraising appeals, the Dashboard system also allowed them to generate tailored voter appeals.
The campaign shifted some of its resources to online advertising, an arena that provided more targets and a wealth of specific users.
“Television is still the dominant media, but I think online will catch up very quickly,” Messina said. “I think it already is for young voters out there. The next presidential, whoever has my job the next time, is going to have to decide what percentage you spend online.”
The shift to online was even more dramatic between 2008 and 2012, Messina said. On Election Day in 2008, the Obama campaign sent out one tweet on the social networking site Twitter.
In 2012, the campaign not only had a Twitter team but also had a Facebook and Tumblr, as well as additional online social media presence.
SOCIAL MEDIA EXPLOSION
As noted by David Zurawik, baltimoresun.com, the explosive growth and use of social media in Election 2012 was indeed staggering:
Tuesday night’s election generated a record-setting political conversation of 28.5 million social media comments, according to Bluefin Labs.
The previous high was 12.2 million social media comments made in connection with the second presidential debate, according to the Boston-based firm that specializes in social-media metrics.
The first debate drew 11.2 million comments
The landscape for effective political media and campaign ads is ever changing.
It poses major challenges for candidates, political campaigns and their strategists in future elections.
- Jim Messina: Jeep ad was Romney’s biggest mistake (washingtonpost.com)
- How Social Media Became THE Destination for Election 2012 Predictions and PR Lessons (sterlingpr.com)
- The 3 biggest social media takeaways from Election 2012 (prdaily.com)
- Election 2012 and Social Media in 20 infographics (inspiredm.com)
- Top Aide: Obama To Keep “Social Movement” – And Use It (buzzfeed.com)