The Role of Social media in 2015 elections

ocial media allows candidates to communicate directly with citizens, keeping control of the content, distribution and timing of their messages, as well as reducing their dependence on traditional intermediaries. It also provides a way for politicians to monitor what is happening in the public 

sphere during an election campaign. The potential impact of social media campaigning first became evident in the 2008 United States (US) presidential election. President Barack Obama’s campaign included the use of social media platforms such as Facebook, MySpace and YouTube. Others included podcasting and mobile messaging.

The election, dubbed by many, as the ‘Facebook election’, saw nearly 70% of the vote among Americans aged 25 years and younger going to Obama

By 2011, Obama’s Twitter account – @BarackObama, which he used to promote legislation and support for his policies, was the third Twitter account in the world to have at least 10 million followers.

If Barack Obama’s social media team has taught us anything, it’s that images speak louder than words, with his most popular tweet (and the most retweeted tweet on the entire social network in 2012) consisting of a photo of him and Michelle Obama.

I believe that his Excellency, Goodluck Ebele Jonathan (GEJ) has been active on Facebook hitherto. He has been engaging the younger generation through his Facebook fan page for at least 4 years now, and his status updates are commendable.

Nigerian politicians who are not integrating active social media campaign into their arsenal may miss the opportunity to connect with the 45 million internet users in Nigeria. Their social media campaign should include Facebook, Twitter, Instagram, LinkedIn and Google Plus, among others.

All over the world, old people do not embrace technology as compared to the younger generation. General Muhammed Buhari (GMB) may not be an exception. The way I see it, GEJ’s usage of social media to connect to, and build rapport with Nigerians is more targeted, innovative and effective. GMB may need to tighten his social media campaign, strategies and innovations.

Politics is all about connecting to the people, building rapport, and painting a mental picture of the future. I can call it a ‘mind’ game. The goal of an effective election campaign is to influence people’s perception and their decision. I see election campaign as marketing.

Marketing guru, Jay Conrad, author of Guerrilla Marketing says that people need to hear about your product or services for an average of 27 times before they make a purchase decision. In the end, purchase decisions are made in the subconscious mind.