The presidential election in the United States to date was the most expensive in history. President Barack Obama managed to clinch a second term over his Republican challenger Mitt Romney who was outperformed by a large margin on social media networking websites.
The current administration successfully amassed a large base of followers throughout the election cycle, and Obama continued the trend of growing his base on Facebook and Twitter.
According to SocialBakers, the Social Media Analytics and Digital company, reported that the Facebook page for Obama reached 32,949,317 Likes. The republican opponent Romney had fewer Fans on the social network with just 12, 097,837 Likes. The re-elected president had a presence on other social networks (YouTube, Tumblr, Instagram, Pinterest, Spotify and Flickr) as did the Romney camp.
The fight for the White House this time around has been truly transformational-not just because it was another irrelevant election-but the social media element transcended how campaigns are carried out nowadays through these channels.
Obama broke Facebook records by posting a picture where he is embracing Michelle Obama with a caption “Four more years” that was liked approximately by 4 million people. Not only did the photograph go viral but was shared alongside micro-blogging website,Twitter, which had 778,065 retweets. This metric on Twitter exceeded previous record-holder user Justin Bieber.
The post-election analysis is going to produce various points of view and case studies on what worked for the Democratic Party and what backfired for the Republican Party. The current administration was clear on its message to the voters and it was reflected in the outcome of the election.
SocialBakers deemed the performance on the social networks as a “Social accomplishment” and a “Big social triumph.” The narrative on social networks may have praised Obama on November 6, 2012 when the networks called in favor of his administration winning the presidency. However a Pew Research for Excellence in Journalism report characterized both candidates in a negative light and for the majority of platforms in the social media sphere the tone was unmoved by the events from the campaign trail.
The election is now history and all wrapped up. All the participation for the next four years will write new chapters in the world of politics and leave a footprint on social networks.. Lots has changed from previous elections and the presence of a new forms of communication technologies evolved the ways government reaches the general masses online.
The social networking phenomenon brought with it a different dimension to institutions and in a way it eliminated traditional media who use to be a filter. The commercial enterprise of newspapers may have disappeared, but these platforms have proven that the power of information has grown and can overturn an unpopular decision or a piece of legislation. It continue to do so in the years ahead.