Social Media and Politics_lecture @FHNW Business
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This document discusses the role of social media in politics and campaigns. It provides examples of how social media was used in the Arab Spring uprisings to organize protests and spread awareness. Social media allows for real-time communication and coordination of political movements. Examples from Germany show how social media discussions influenced the decision to phase out nuclear power after the Fukushima disaster. Creating an online petition and effective social media campaign strategy are discussed as ways for individuals and groups to get involved in political issues.
Social Media and Politics_lecture @FHNW Business
- 1. Social Media & Politics Call to action Olten, november 15th 2012 Béatrice Wertli, Consultant By the way communications AG, Berne
- 2. YOU NEVER GET A SECOND CHANCE TO MAKE A FIRST IMPRESSION
- 3. Béatrice Wertli Mail: [email protected] Web: www.beatricewertli.ch Job: Consultant communication Politics: Member of parliament, City of Berne Other: Family, sports
- 4. #25jan
- 8. Top most followed 1. @ladygaga 30,169,642 2. @justinbieber 28,788,675 3. @kateperry 27,579,183 4. @rihanna 26,193,633 5. @britneyspears 20,970,183 6. @barackobama 20,689,663 7. @taylorswift13 19,429,365 8. @shakira 18,369,904 http://twittercounter.com/pages/100
- 9. Top most popular facebook pages 1. Facebook 77,684,955 2. Texas Hold'em Poker 64,939,868 3. Youtube 63,512,864 4. Rhianna 61,662,498 5. Eminem 61,310,690 6. The Simpsons 55,077,304 7. Shakira 54,945,337 8. Lady Gaga 53,247,260 www.facebook.com
- 10. Goals • Students get to know the Social Media instruments used for political issues and • Students understand how Social Media influences Politics. • Students know to differentiate between political movement and political campaigning. • Enable students to integrate the dimension of political Social Media into an overall PR concept.
- 11. Actors • People: civil organisations, free groups, indivduals • Government • Politics: Politicians, parties
- 12. Arab spring «a series of anti-government uprisings in various countries in North Africa and the Middle East, beginning in Tunisia in December 2010.» Oxford Dictionaries
- 13. Arab spring: how «The protests have shared techniques of civil resistance in sustained campaigns involving strikes, demonstrations, marches and rallies, as well as the use of social media to organize, communicate, and raise awareness in the face of state attempts at repression and Internet censorship.» Wikipedia
- 14. Arab spring: settings • educated but dissatisfied youth within the population • One goal: „the people want to bring down the regime“ • Refusal to accept the status quo: Dictatorship, unemployment, insufficient transparency, concentration of wealth in the hands of autocrats • Not an entirely new phenomenon, but a new dimension
- 15. «We use facebook to schedule the protests, Twitter to coordinate, and YouTube to tell the world.»
- 16. The faces of Egypt's „Revolution 2.0“_I • A (now famous) Facebook page was organizing people in Egypt well before protests broke out in January 2011 • Five anonymous people administer a Facebook page that helped fuel Egypt protests • They communicated over the internet to avoid detection by police • A Facebook event was created for January 25, the first day or protests „"The Day of the Revolution Against Torture, Poverty, Corruption and Unemployment." „ • Over 100‘000 people clicked „yes“ on the invite
- 17. The faces of Egypt's „Revolution 2.0“_II
- 18. Penetration Social Media • Middle East – 78,620,995 Internet users, 35.7% of the population. – 20,247,900 Facebook users, 8.4% penetration rate • Africa – 139,875,242 Internet users, 13.3% of the population – 43,404,160 Facebook users, 4.0% penetration rate. • Egypt – 21,691,776 Internet users, 26.4% of the population, – 11,341,180 Facebook users, 13.6% penetration rate. • Europe – 500,723,686 Internet users, 61.3% of the population – 232,935,740 Facebook users, 28.5% penetration rate. • Switzerland – 6,430,363 Internet users, 84.2%. – 2,727,600 Facebook users , 35.7% penetration rate. www.internetworldstats.com
- 19. «Certainly, technology was a vital tool in their efforts but we believe their bravery and determination mattered most.» Elliot Schrage Vice President, Facebook
- 20. Discussion • The role of Social Media in the Arab Spring • Revolution, upraising: how to make it work? • The limits of Social Media in a Revolution • The risks of Social Media • Political reality after the revolution • http://www.youtube.com/watch?v=wf0JF-Psy6U&fea
- 21. «In Social Networks, Fukushima has abruptly triggered a tsunami, that brought the fb-pages of the major anti-nuclear NGOs tens of thousands of new fans and thus contributed to a significant mobilization of citizens »
- 23. Germany: nuclear phaseout_setting • Germanys government nuclear friendly • After Fukushima – political U-turn. Merkel announces nuclear phaseout. • 200‘500 people on the street • „What voters want“
- 24. Discussion on „nuclear“ in Germany Decision by gov Fukushima SM2 Studie „Atomausstieg und Energiewende“
- 25. Fukushima-discussions Europe SM2 Studie „Atomausstieg und Energiewende“
- 26. German Forums with most discussions SM2 Studie „Atomausstieg und Energiewende“
- 28. Civil protests and political consequences • Sucess factors – „Dead line“ – Mobilization – Trend – Engaging media (journalists) • Challenges – Sustainability – Virality (getting „off hand“)
- 29. How to get involved
- 30. Online Petition
- 31. Successfull online petitions •The “ASK” is Compelling and Achievable. •The Petition is delivered directly to the target. •Social media tools are used to get the word out and recruit supporters. •The online petition is followed up by offline action. http://www.youtube.com/watch?v=TMowhQnlaLo&feature=related
- 32. Create your online petition • Compelling issue • Find a tool • Set up a communications strategy • Work !
- 33. 90-9-1 rule 1% opinion leaders and 90% influencers
- 35. But.. • Make it easier to contribute • Make participation a side effect • Reward — but don't over-reward — participants • Promote quality contributors
- 37. Who is this man?
- 40. The Power of democracy • http://www.youtube.com/watch?v=1vrczoLm7Es
- 41. When politics reaches business
- 43. «Facebook and other social media tools viewed as having greater political impact than in-person advocacy»
- 44. Campaigning_Settings How do you get people to invest in your products or services when they… – Have never heard of you – Don‘t have any affinity to you – Don‘t live near you – Have no reason to listen to you when you speak – Have other, more familiar options offering similar goods or services?
- 45. How this guy becomes…
- 46. Facebook supporters 1 Million Obama vs. 158k Clinton YouTube Videos 2‘000 Obama vs. 750 Clinton
- 47. Campaigning_Goals • Fundraising • Rally supporters • Engaging voters • Foster transparency • Create unique relationships with supporters and • Within supporters • But first of all: BECOMING PRESIDENT OF THE USA
- 48. Campaigning_Strategy • Know your target group • Know your USP • Expert Team
- 49. Winning the presidetial election 2.0 anitra-eggler.com
- 50. Example: announcment 2012 vs.
- 51. Political power of social media • Real time legislating “Above all, it has helped me to gain credibility with voters. When I say that I’m a principled, consistent conservative, people know that it’s «facebook is asee it, and theyadditional true. They can precious can tell from marketing toolthat I’m actually reading the our discussions - and for free.» bills.” HC Strache – over 100’000 fans
- 53. To put it into perspective…
Editor's Notes
- #18: Page statistics are all Khaled Said in 2011: =========================== More than 2 billion and 600 million views of what is written on the page More than 24 million members and the interaction between the page in the form of admiration or comments ------------------------------------- On 11 February: - About the 300 thousand impressive day for the publication of - A more than 177 comments written by Members =========================== We thank you for your trust dear .. We ask God that we live up to the responsibility .. Freedom .. Social justice .. Human dignity .. The revolution continues .. The revolution will win ..
- #20: Discussion
- #23: For a year, the Fukushima nuclear crisis has often been reported as an “unprecedented crisis” by the mass media and blogospheres in Japan and beyond. The Fukushima nuclear crisis appears to be unprecedented if one looks at the surface features of the role of social media in the unsettled crisis. Indeed, the crisis showed that people living in Japan and beyond participated in knowledge production by harnessing social media such as Twitter, Facebook, and YouTube. In particular, many people engaged in DIY (do-it-yourself) reporting of Geiger counter readings and distributed the collected data to those who were concerned about the level of nuclear radiation by using social media.
- #37: When Swedish Foreign Minister Carl Bildt couldn't reach his counterpart in Bahrain by traditional means of communication, he turned to Twitter. Many politicians and diplomats worldwide have already embraced social media as a tool to communicate with the public – Bildt's Tweet was not just aimed at Al Khalifa, but at the Swedish minister's almost 30,000 other followers. He does this in a way to build his brand as a politician. Bildt, 61, may seem like an unlikely social media pioneer. He's quite formal when you meet him in person -- neatly dressed in dark suits, always eloquent and with the air of a professor. But he's eager to promote Sweden as leader in information technology and figures he must set an example. On his blog, he proudly noted that he made "IT history" when he as Swedish prime minister in 1994 sent an email to President Bill Clinton. "It was the first email at this level and got quite a lot of attention at the time," Bildt recalled in 2007.