Politicians who think that social media is just one more way they can push their latest message or increase their presence are wrong. Every politician (and should) have different goals for their social media campaign. First and foremost you need to identify what elements of a social campaign will be the most beneficial for you
Once you can settle on this part, you’ll know which metrics you need to track on social media. We caution you to avoid falling nto the mindset that it is enough to just track simple numbers such as likes, follows, shares, etc. They all mean different things. Social media analytics is a recent innovation that political parties are quickly trying to understand and direct to the most successful outcomes- a campaign win. One of the most thought-provoking structures of the new types of social media analytics available nowadays is the rising potentials they offer for measuring influence. Being able to capture the responses of the public in real time, to anything that you share, allows a much more thorough understanding of your political influence than was previously conceivable.
The data produced as in social media use, as a conceptual product of big data, have made it probable to see who is influential and in what ways, across the globe. However it is important to go beyond just numbers when determining your influence. Your influence is not just about the statistics, such as the followers or friends you have on a social media platform, it is about reaction the public have to what you share. It is promising to monitor the minor details of what people share to see what happens to that content and where it ends up. What we argue politicians should be thinking about is the way that analytics can be used to observe, inform and wangle their politicial influence. We now know that Trump had a data analytics team that was trying to target and respond to social media data. The company behind Trump’s online campaignwas a Big Data company known as Cambridge Analytica. Ironically, this is the same company that had worked for Leave.EU in the very early stages of its “Brexit” campaign. By understanding his social media, President Trump was able to deliver greater value from social channels (whether positive or not) and ultimately gain traction and attention. Generating and sharing content across different platforms and audiences is just one key to success; the other, is knowing what to share and what content to create.
According to Matt Oczkowski, head of the data science team for the Trump campaign at Cambridge Analytica., “We built an algorithm that generated top cities to reach the highest concentration of persuadable voters.”
Cambridge Analytica said its 4,000 different online ads for Trump were viewed 1.5 billion times by millions of Americans. “Our cutting-edge digital capabilities allowed the campaign to reach voters more effectively than ever before, and at a fraction of the cost spent by the Democratic candidate,” Cambridge Analytica CEO Alexander Nix said in a statement.
We posit that there is likely not a single running candidate around the globe that has not yet felt the impact of social media.