Interaction Between Young Adults and Political Candidates on Social Media

1. Interaction Between Young Adults and Political Candidates on Social Media Jennifer Brodish Jeff Miles Elizabeth Carroll Austin Lahey

5. Twitter Comparison Obama Price Tweets: 3,515 Following: 679,731 Followers: 14,330,448 Romney • Tweets: • 919 • Following: • 243 • Followers: • 444,444 • Tweets: • 360 • Following: • 1,380 • Followers: • 1,809

6. Literature Review • A study of the 2008 presidential campaign by Robertson, Vatrapu and Medinaj (2009) found that Facebook increased two-way communication between candidates and the public • Part of President Obama’s win in 2008 has been attributed to his adept use of social media, especially for fundraising (Steele, 2012) • One study predicted that candidates would spend $100 million on digital marketing in the 2012 cycle (Bachman, 2011)

7. Politicians turn to Social Media • Politicians are now on Facebook, Twitter, and other social media outlets • They use social media to connect to our generation • Question is: Does it actually work?

8. Facebook and Twitter • Politicians use social media to: • Answer voters’ questions • Share their stance on a political controversy • Be in touch with younger generations

9. Research Questions • Are young people following political candidates on social media? • If so what kind of candidates? • What kind of content do young people want from political candidates on social media?

10. Methodology • Survey • Convenience Sample

11. Methodology • Initial questions were on demographics of respondents • Next questions were on general social media use and political interest

12. Methodology • Final questions were on the number and type of candidates that respondents followed, and on the content that respondents wanted to see from candidates

13. Results • 102 respondents to the survey; vast majority were current college (including graduate) students • Average age: 21

14. Results • Respondents’ political affiliations were mixed, but the sample skewed toward conservatives • Most respondents were students, and most of the students were upperclassmen • Most respondents were on more than on social network and most used Facebook more than one hour per day

15. Results • Not much following of political candidates currently • Most people who are following candidates on social media are doing so on Twitter • Most followed three candidates or fewer • Most followed candidates for federal office (compared to state or local office)

16. Results • Respondents expressed a preference on candidates’ political views and public policy stances • Overwhelming majority of respondents said they were somewhat likely, likely or very likely to vote for candidates they followed on social media

17. Conclusions • The literature suggests that some candidates are already using social media very effectively • Survey indicates that people are interested in politics and that they are likely to vote for candidates they follow on social media • Candidates should expand social media as a channel for communicating during campaigns and beyond

18. Conclusions • Candidates should expand social media as a channel for communicating during campaigns and beyond

19. Limitations • Convenience sample, so the results may not hold for the larger population • For example more women took the survey than did men • More conservatives also took the survey than liberals • Since most people didn’t follow candidates currently, the number of people responding to certain items was low

20. THANKS!