#Yeswedid
When I was struggling with the topic of the final original post, I opened my 1 tweets 4 following Twitter account, then I saw a familiar hot hashtag #Yeswedid. It sounds like somebody's slogan- Yes we can. Then I realised that this is a hashtag of the legendary "Social King", Mr. Obama.
But why it is known as "Yes we did", rather than "Yes I did"? Then I realised that he is not alone, he is the representation of his political "team" and he is also the leader of this country. He did everything with the support of "his people" and this nation. Great slogan!
This is the most heated hashtag I ever seen. Under this #Yeswedid hashtag, people express their feeling about Mr. Obama. Some of them feel grateful for what Mr. Obama did, some of them ironically express their unsatisfied, some of them even use pictures and videos to deliver their attitudes. Though this hashtag is not originally from Mr. Obama's coming campaign, right now, it is.
In my perspective, Mr. Obama's social media team really listened to the groundswell, talked to the groundswell and embraced the groundswell. Because of the small but powerful #Yeswedid hashtag, public starts to focus on the coming campaign and help each other review what Mr. Obama did for this country in recent years.
Further Explore......
Expanded By Wikipedia
Barack Obama on social media
After typing in the two keywords "social media" and "Obama", I realised that it is social media campaign help this man accomplished the president dream.
Form Wikipedia, I found a topic "Barack Obama on social media". After I clicked in this article, I found that Mr. Obama's social campaign is exactly as the book <Groundswell> described.
Can you believe that, six years ago when I knew nothing about Twitter, Facebook and Groundswell, Mr. Obama's campaign team had already used these won the president.
"In March 2007, the Barack Obama team created an
interconnection between a user's account in Obama's official website and
Facebook account, so a user may publish activities via sending postings from
one to another.[5][clarification
needed] In 2008, the Obama
presidential campaign spent $643,000 out of $16 million
Internet budget to promote his Facebook account.[4] On June 17, 2008, after Hillary Clinton ended her campaign,
number of followers of Barack Obama's Facebook account
increased to one million.[6] Meanwhile, in addition to Facebook accounts of
Barack and Michelle
Obama and Joe Biden,
the Obama team created ten more Facebook accounts for "specific
demographics, such as Veterans for Obama, Women for Obama, and African
Americans for Obama."[5]"(Quote
from Wikipedia "Barack Obama on social media")
From the Wikipedia, I knew that Mr. Obama is not only just opened an account like anyone else but also use this account to establish a better and higher image. His Facebook account even has special budget-$16 millions of dollars. Mr. Obama's team created several related Facebook accounts.
Let's see how expert analysis on Mr. Obama's Campaign
Individual Agency
The increasing use of social media demonstrates to people the power they have as individuals to make a difference increasing both individual and collective agency. Obama’s group tapped into this increasing sense of political empowerment to generate support in spreading the word, encouraging other voters and raising funds. Social media and text messaging create opportunities for individual involvement that feel personal. Personal encourages participation; participation creates ownership. By encouraging contribution through small donations using the social media and cellphones rather than focusing on the traditional big donor strategy, Obama’s campaign succeeded in raising nearly $1billion not to mention the breadth of social capital.
A Campaign of Memes
The immediacy of social media creates instant channels for memes—an idea or symbol—to take hold and spread rapidly. Memes become a dominant cultural event; they frame or even override other messaging. Romney’s campaign was hurt by their lack of understanding of both this phenomenon and the fluidity of Internet media channels. The most notable meme faux pas was the ‘binders full of women’ remark that started on Twitter and immediately went viral across multiple media including parody accounts on Tumblr, Twitter and Facebook.
The Use of Big Data
A final aspect of the Obama campaign’s social media success comes from the increasing sophistication of online data collection. We may equate data harvesting with large online presences such as Google or Amazon, but they aren’t the only ones mining user data. The ability to collect and analyze data on a large scale allowed the Obama team to model behaviors and coordinate and target communications based. They could, for example, predict which types of people could be persuaded by which forms of contact and content. The Obama field offices ranked call lists in order of persuadability allowing them to predict donor behaviors and to mobilize volunteers to get people out to vote, particularly in the critical swing states.
My Perspective
First, I want to say, this kind of social media campaign in China will never ever forever happen. Though probably many American people have already used to it, I still found this is a very smart way to win a campaign.
Second, Mr. Obama's election campaign team really has a great entry point. The team used everybody's daily life social media platforms to promote the new president and made the public have feelings that a presidential candidate is people like us and is close to public. This idea helped Mr. Obama to establish a great and kind image in front of public.
Third, groundswell has features like spread information faster than other medias, open to everybody and etc. Therefore, use social media in a campaign will greatly get people's attention and help to promote the candidate.
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