New strategies in electoral campaigns: Twitter
This is the first time in Spain that political parties are flushed in the social networks. They have realized that new technologies have developed considerably so they must live up to society. Because of this, PP and PSOE, for example, have their own specific departments to manage their Twitter accounts, that are based on Microblogging. Now everybody goes to Twitter to know the first reactions when an important event happens, such as the last communique of ETA. Twitter has become an important communication tool all around the world. It is true that with this method they can win or lose votes, but, anyway, the strategies they are using are very short. Actually, the candidates are not all the time updating their profiles, among other things, because they have not got time enough to do it, so sometimes third persons are on the other side tweeting. Mariano Rajoy made a Twitter account just a month ago and he has already got 103.573 followers. Rubalcaba on the other side, has 70.000.
On the other hand, Hashtags also play an important role. In the debate of the last week, between the most read Hashtag of EQUO was: #reiniciaeldebate. PSOE prefered a longer one and at last PP´s one was #rajoygana. It was considered a trend topic.
Anyway, the first steps on this advanced way of getting votes was started in 2008 with Obama. Since his campaign started, he has encouraged the use of the social networks with Facebook, MySpace and Twitter and with its help, cinched the presidency. He was able to gather win lots of followings, growing even until today. He has used these platforms to further his agenda and to share his political message. Since that moment these platforms are used to be a diffusion source that works so successfully that as I have said before many other politicians are taking note of it and using it for their own purposes.
Since September, political parties can buy advertisements on Twitter. But for now, just in the USA . There are five republican candidates who are going to prove this method. These adverts will be distinguished from other types of advertising because they are accompanied by a purple icon and a disclaimer to the Federal Election Commission appeared.
Moreover, Adam Bain, who is the responsable for global revenue of Twitter said: “Hemos tenido cinco años para observar cómo la gente usa esta plataforma y sabemos que los políticos son activos en ella y sabemos que los consumidores disfrutan con los mensajes de esos políticos”.
It is obvious that Twitter has become a strong force in the political field and, these people are turned on to it. They use it constantly, and this behavior is also contagious. There is no doubt that since it was used for the fist time it has brought really good results. But, how long is going to be this way useful on political issues? Anyone knows. We will see it!
- Miguel Galera (23.09.2011) Twitter publicará anuncios de partidos políticos. In Ticbeat. Retrieved 15.11.2011 from http://www.ticbeat.com/analisis/twitter-publicara-anuncios-partidos-politicos/
- Bridget Wright (19.03.2009) The effects of Twitter on politics. In Corporate Eye. Retrieved 14.11.2011 from http://www.corporate-eye.com/blog/2009/03/the-effects-of-twitter-on-politics-its-not-just-for-profits/
- Mitt Romney (23/09/2011) Twitter incluirá propaganda política. In Ticbeat. Retrieved 15.11.2011 from http://www.elmundo.es/elmundo/2011/09/23/navegante/1316769904.html
- Patricia Gómez (21.01.2010) ¿Qué son los Hashtags the Twitter? In Canal Ip. Retrieved 25.11.2011 from http://www.canalip.com/blog/336-ique-son-los-hashtags-de-twitter/