Barak Obama’s Social Media Success

 

In the past century, there have been many advances in the way people communicate. Franklin D. Roosevelt transformed the way the radio was used to spread political messages. John F. Kennedy was the first to use the television to do this. In recent years, there has been a rapid change in the way that information is spread and society interacts with one another. Information exchange has become a multifaceted communication tool to both share and receive feedback. Barak Obama, the president of this new social media era, is often dubbed the “first social-media president”.

 

Through the use of social media, you can also choose the audience you are targeting. In class, our professor used the following example: Most people don’t care about politics, but do care about other topics. The ability to target the specific group of people in order to get the most people listening is called Micro-politics. Obama learned that the individual is the universe, so each voter has a different set of things important to them in their own individual universe. Because of this, the future of politics has to be addressed to groups and individuals, not society. One of his greatest accomplishments was the ability to engage the Y_Generation (people born after 1982) which make up a large amount of voters. Below, is how Obama used Facebook and Twitter during his presidency.

Facebook: 

As one of the most important social media websites of our time, Facebook was used by Barak Obama in both campaigning for election and to communicate as president. The president set aside a $16 million internet budget, using $643,000 to promote his Facebook account.

Once elected, he created the Official Facebook Page of the White House in May 2009.

 

He also has his own personal Facebook account, POTUS (President Of The United States) that has been since handed down to current president Donald Trump.

Twitter: 

Barak Obama has three twitter accounts. The first one, @BarackObama, is used for election efforts. This twitter account has over 86 million followers. This account is run by Organizing for Action, with most posts being by his staff.

He also created the twitter account of @WhiteHouse for presidential activities. This twitter is now run by the current President’s staff.

 

Finally, he created his personal twitter account, @POTUS. With this account, the former president was able to answer questions posed by other users, as well as bring to light many issues important to him. These include healthcare and reducing gun violence. The importance of this twitter account is that Obama could promptly address situations as they arise. For example, when the police arrested 14 year old Ahmed for bringing an electronic clock to school, Obama took to Twitter to reach out to the child.

 

While any president would have adapted to the new social media era and use this to help their campaign, Barak Obama did this in a way that made a lasting and profound impact.

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A Hashtag That Made a Change…. #IamJada

Jada, a 16 year old Houston-area girl, was living a seemingly normal life. She spent her time at work and hanging out with friends. On June 1st, her life was drastically changed. She was going to a friends house to attend a party. While she recalls little of the evening, she remembers that she passed out and woke up the next morning puzzled and with her clothing all over the room. Confused, she went home and thought nothing of it. A few weeks later she found out that there was photos taken of her at the party. These photos soon found their way to social media outlets, with people on twitter mimicking her pose when she was passed out with the hashtag #jadapose.

Jada’s family filed a police report on June 22. While they waited, Jada decided to do something astonishing. Instead of hiding in embarrassment from the new trending twitter hashtag #jadapose, she took to public forms to shine light on the incident. “There’s no point in hiding it,” she told one television station “Everybody has already seen my face and my body, but that’s not who I am.”

She was being stigmatized and bullied online, which was very hard for her. While the messages are virtual, the effect they have on Jada is not. In the following weeks, thousands of messages of support came in through social media outlets all around the world.

In solodarity with Jada, people took to social media with the hashtag #IamJada and their fist in the air in order to raise awarness about her story. Rape culture has become increasingly prevelant in our society today and this was vital in ending this.

 

Even celeberties such as Jada Pickett Smith and Krystal Ball posted on their Facebook and twitter accounts to help support the young girl.

“With the case of Jada, the very technology that was used to make matters worse was used to improve matters,” said Stephen Balkam, CEO of the Family Online Safety Institute. “Teens need to understand that their online behavior has lasting and permanent impacts,” Jim Steyer, a father of four and CEO of Common Sense Media, wrote in an e-mail.

Since the events occurred, 2 young men have been arrested for sexual assault. The 19 year-old was tried as an adult and the 16 year-old tried as a juvenile. You can read the story of their arrest by clicking here.

Clinton Onyeahialam, 19, is charged with sexual assault in connection with the alleged rape of Jada

Jada’s story is important for the nation to hear. It shows what can happen if people take a stand and fight back, especially using social media and hash tags to start a movement. Jada choose to speak out, despite the possible repercussions. She decided that rape culture is too common, and cyber bulling is unacceptable. Through the use of her story, Jada made a difference. “Yes, I feel like a heroine, because it takes courage to speak out and show your face, ” she said.

Marketing 2.0

Marketing 2.0, a term that became popular in 2005, refers to a new way of marketing based on use of social media and the internet. It is the idea that companies need to find and address the needs of the consumer in order to prevent becoming irrelevant or loose credibility. It also focuses on dialogue with customers, instead of just one way communication.

Before marketing 2.0, traditional marketing was the main way that businesses were able to reach their customers.This is done through one way communications where the people cannot respond back to the advertsement. In a video below, this can be described as the company using a megaphone. Traditional marketing would suggest that the more megaphones, the more the company is targeting the listener. However, more megaphones don’t increase impact and instead can infuriate people. Marketing 2.0 recognizes that conversations are important in promoting a product. Brands are built by communities, not companies, and so the input of the community is very important in this aspect.Trading in the megaphone used in marketing 1.0 for social media marketing tools used in marketing 2.0 is a key concept of this new way of marketing. Social media tools used are commonly Facebook, twitter, linkedin, and instagram. Selecting the right tools will allow for the specific community to be adequately targeted.

 

 

 

One example of Marketing 2.0 done well is Airbnb. This companies goal is to set up overnight accommodations throughout the world. This company is located in California and now has 1,500,000+ listings in 34,000+ cities worldwide. They decided to perform a global social experiment in January of 2015 called #OneLessStranger. The company asked people if they would perform a random act of kindness for a stranger and post it to social media using the hashtag #OneLessStranger. This video was made in order to promote the campaign.

The campaign was very successful, and led to 3 million people worldwide talking about it in the next weeks.

McDonald’s also follows this model, specifically targeting local communities with their food. By targeting the specific culture a certain country has, they are able to increase their earnings. For example, McDonald’s introduced the McArabia, a flatbread sandwich, to its restaurants in the Middle East. In the Philippines, there is now McSpaghetti. In France, there is macaroons. Each of these are appealing to the specific food preferences of the people in that country.

Imagine While viewing a TV add for a new laptop computer, a consumer uses her phone and searches in google “laptops”.  The first pop up is a paid link for apple laptops and reviews of them. On the way to work, she begins realizing billboard advertisements for laptops she never noticed before and on the side of her Facebook advertisements pop up with the newest laptops on the market. Then, she and finally heads into the Apple store to try out computers and buys one. This is Marketing 2.0 and the use of social media in order to sell a product. It is the continued exposure to the specific target audience that makes this idea so successful. With social media drastically changing in the past few years, marketing and advertising has since changed with it for the better.

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