Friday, November 16, 2012

Obama again won social media and the people who use them

Posted By on Fri, Nov 16, 2012 at 6:30 AM

EFFECTIVE: Obama Facebook paged judged more effective than effort by Romney campaign to reach women voters.
  • EFFECTIVE: Obama Facebook paged judged more effective than effort by Romney campaign to reach women voters.

An interesting analysis in the New York Times on President Obama's apparent dominance - again - in 2012 in social media. Short version: Old white men watch cable TV. Younger people - particularly women and minorities, categories in which Obama dominated - use smart phones.

This is about more than media. The Obama campaign correctly understood that to reach certain cohorts most effectively it would have to move beyond traditional media to the media that most resonates with Hispanics, young women, African-Americans and even Asian-Americans. Consider Latinos. The 50.5 million Hispanics in the country have higher usage rates of mobile and social media than Anglos. African Americans and Hispanics have adopted Twitter at faster rates than whites or Anglos.

Consider women, too, of various ethnic backgrounds, who have embraced smart phones faster than their non-Hispanic white counterparts. More than three in five women who are of African American, Hispanic or Asian-American had a smartphone in 2011, compared to just one in three white women, according to Nielsen.

More than three in four Asian-American women believe that smartphones improve their lives, while just one in four is inclined to say the same thing about the most tried and trusted medium in American politics: Television.

This isn't just about tools and software, of course. It's about the changing ways people receive information.


All of this suggests not only that a key shift has long since gotten underway in demographics and media, but also that younger voters make decisions differently. They are constantly informed, messaged and reinforced by their deluge of text and Twitter messages — all coming from their friends, families and co-workers — hundreds if not thousands of times a day. While Obama lost a few points off his overall white vote, he still swamped Romney among all people under 30, the first and fastest adopters of social media, by 5 million votes (even though fewer younger voters turned out than in 2008). As if to underscore the Democratic edge, even after the polls closed in Virginia, the Obama campaign was still texting volunteers to make sure everyone in line stayed and voted.

Tags: , , , , ,

Favorite

Speaking of...

Comments (7)

Showing 1-7 of 7

Add a comment

 
Subscribe to this thread:
Showing 1-7 of 7

Add a comment

More by Max Brantley

Readers also liked…

  • Monticello preparing for KKK rally

    Drew County authorities are taking precautions, but also watching their words, about apparent plans for a Ku Klux Klan meeting Saturday.
    • Jul 22, 2015
  • In defense of Planned Parenthood and abortion rights

    An op-ed in today's New York Time by Katha Pollitt says what I've been struggling to say about the reaction to the attack on women's reproductive rights launched by means of the undercover videos made by anti-abortion activists.
    • Aug 5, 2015
  • Maddie's Place makes a believer out of a skeptic

    After a long hiatus, I return to Maddie's Place in Riverdale and find the food is a lot tastier than I remembered.
    • Aug 19, 2015

Most Shared

  • Home again

    The plan, formulated months ago, was this: Ellen and I were going to go to Washington for inauguration festivities, then fly out the morning after the balls for Panama City and a long planned cruise to begin with a Panama Canal passage.
  • Who needs courts?

    Not since the John Birch Society's "Impeach Earl Warren" billboards littered Southern roadsides after the Supreme Court's school-integration decision in 1954 has the American judicial system been under such siege, but who would have thought the trifling Arkansas legislature would lead the charge?
  • Bungling

    If the late, great Donald Westlake had written spy thrillers instead of crime capers, they'd read a lot like the opening weeks of the Trump administration.
  • UPDATE: Campus carry bill amended by Senate to require training

    The Senate this morning added an amendment to Rep. Charlie Collins campus carry bill that incorporates the effort denied in committee yesterday to require a 16-hour additional training period before university staff members with concealed carry permits may take the weapons on campus.
  • Director to resign from state court administrative office

    Supreme Court Chief Justice John Dan Kemp announced today the resignation of J.D. Gingerich, long-time director of the administrative office of the courts.

Visit Arkansas

New Crystal Bridges exhibit explores Mexican-American border

New Crystal Bridges exhibit explores Mexican-American border

Border Cantos is a timely, new and free exhibit now on view at Crystal Bridges.

Most Viewed

Most Recent Comments

Blogroll

 

© 2017 Arkansas Times | 201 East Markham, Suite 200, Little Rock, AR 72201
Powered by Foundation