Alicia Chan

Fal14 POLS 001 #5123

Introduction to American Government
Midterm Project Part 3: Campaign Recommendations
Memorandum
To: Candidate Smith
From: Alicia Chan
Date: Setem!er 2"# 2014
Re: Smith$% 201& Pre%idential Camai'n (ecommendation%
)o* did O!ama %ucce%%+ull, *in hi% %econd Pre%idential term- I% there a ma'ical +ormula- .here i% no
one +ormula +or %ucce%% *hen it come% to Pre%idential camai'n/ It i% a com!ination o+ multile
e++ective %trate'ie% that ma0e% a %ucce%%+ul camai'n/ Let u% loo0 at %ome o+ the %trate'ie% utili1ed in
the 2012 re%idential camai'n and adot the%e %ucce%%e% to develo an e++ective 201& camai'n
+ootrint/
2012 Presidential Campaign Analysis
2arrac0 O!ama$% Camai'n3
Social media ha% inter*oven into our live%/ It% lat+orm% %uch a% email%# Face!oo0# .*itter# to
4ou.u!e# Lin0edIn and man, more# are di'ital outlet% *e u%e to interact and connect *ith our net*or0/
.oda, camai'n team mu%t under%tand ho* %ocial media drive% human !ehavior and ho* the%e
!ehavior% can !e utili1ed to romote an e++ective re%idential camai'n/
O!ama$% 2012 camai'n% me%%a'e% emha%i1ed hi% achievement% durin' hi% re%idenc,# ma0in' %ure
America 0no*% there i% more *or0 to !e done# and a%0in' +or their continue %uort/ )e al%o
demon%trated hi% a!ilit, to connect *ith the eole o+ America# and under%tand% *hat American need%
movin' +or*ard/ Social media 5 Face!oo0# *on O!ama$% +ir%t re%idential term/ 6hen it came time +or
reelection in 2012# ,ou !et hi% camai'n team did not +or'et thi% e++ort/ 7ot onl, did hi% camai'n team
incororated %ocial media into their camai'n %trate',# the, am u their e++ort inve%tin' 849 million%
in %ocial medial camai'nin'/
1
O!ama camai'n u%ed Face!oo0# .*itter# their o*n de%i'ned *e!%ite#
O!ama 4ou.u!e channel# a% *ell a% televi%ion adverti%ement%/ In 2012# &:; o+ American adult% u%e%
%ocial net*or0# that$% u 39; +rom 200"/ (e%earch al%o %ho*ed that &&; o+ %ocial media u%er%
activel, en'a'e in olitical activi%m online# e%timated a!out 3:; o+ all American adult%/
2
Social media
*a% u%ed to or'ani1ed 'ra%%root% movement to rall, +or %uorter and vote# 'enerated +und% to %uort
the camai'n# and 'enerate olitical conver%ation amon' %uorter% *hich increa%ed O!ama$%
vi%i!ilit,/ O!ama$% team utili1ed Face!oo0 and .*itter to conve, me%%a'e% and *hen %uorter% lin0ed
and %hare the%e camai'n o%t%# it i% %read to their net*or0 o+ eole *ho %hare %imilar olitical
vie*oint%/ <ven i+ %ome o+ tho%e net*or0% do not %hare the %ame olitical %tand# %tud, %ho*ed the%e
o%t% could in+luence and a%%ert vote +rom +riend% and +amil,/
1
A+ter all# eole are t,icall, in+luenced
!, their clo%e% eer% con%e=uentl, 'ainin' Pre%ident O!ama more %uorter%/
.*itter *a% another %ocial media lat+orm that *a% roven to !e hi'hl, e++ective/ Stud, +ound that
%ocial media i% u%ed to create dialo'ue and conver%ation on olicie% and i%%ue% that a++ected them#
*hich !ecame a lin0ed !et*een the con%tituent% and the re%idential candidate/
2
>nli0e (omen,
Alicia Chan
Fal14 POLS 001 #5123
Introduction to American Government
camai'n# O!ama$% camai'n team caitali1ed on en'a'in' .*itter o%t%/ Pe* conducted a re%earch
on the 2012 Pre%idential Candidate u%e o+ 6e! and Social ?edia# mea%urin' a t*o *ee0% eriod +rom
@une 4 A19# 2012# concluded that O!ama$% team on avera'e o%ted 2: t*eet% er da,/
3
.he value o+
the%e t*eet% are tar'eted me%%a'e% that %ar0ed dialo'ue% amon' +ollo*er%/ For eBamle# O!ama$%
me%%a'e% a!out the econom, 'enerated 3&1 %hare% or ret*eet% er o%t/ Immi'ration o%t% 'enerated
+our time% that reaction/ 6hile *omen$% and veteran%$ i%%ue% 'enerated more than three time%/
3

.hrou'h %ocial media o%t% the O!ama$% team under%tood *hat %ome o+ the hot i%%ue% *ere that are
imortant to the American eole/
.elevi%ion adverti%ement% are %till a hi'hl, e++ective *a, to rall, +or %uort% e%eciall, to the
demo'rahic that are not online/ .he O!ama$% camai'n 'enerated more than t*ice a% man, video%
and adverti%ement% than the (omne, in their 4ou.u!e channel%/
3
O!ama adverti%ement% +ocu%e% on
hi'hli'htin' hi% achievement% durin' hi% +our ,ear% re%idenc, *hile de+inin' (omne, and hi% olicie%
to !e in +avor o+ the *ealth, not the middle cla%%/ O!ama adverti%ement% had the *ellAli0ed +ormer
Pre%ident 2ill Clinton endor%ed hi% olicie% lan and hi% re%idential credita!ilit,/
4
Other video%
included *orld reno*ned cele!ritie% li0e @a, C# 2e,once# <va Lon'oria# @ane L,nch and man, other%
*ho %ho*ed their %uort +or him and endor%ed him a% the ri'ht re%idential candidate/ Cele!ritie%$
endor%ement% 'enerated hi'h vie*in' *hich in+luenced eole to %uort O!ama/
It i% o!viou% that O!ama$% camai'n %trate', *a% a %ucce%% that *on him hi% %econd Pre%idential term/
)i% u%ed o+ %ocial media and televi%ion media have roven to !e a 'ame chan'er +or all +uture
re%idential election camai'n/
?itt (omne,$% Camai'n3
In the 2012 Pre%idential <lection# oonent ?itt (omne, had a ver, di++erent camai'n %trate', than
O!ama/ )e %ent 84/9 million on %ocial media camai'nD ten time% le%% than O!ama/
1
(omne,$%
camai'n team had a di%advanta'e that the, did not have the head %tart on %ocial media camai'nin'
li0e O!ama alread, had +rom 200"/ <ven %o# (omne,$% camai'n team demon%trated the, lac0 the
under%tandin' o+ %ocial media u%er !ehavior/ (omne,$% me%%a'e% al%o di++er 'reatl,/ (omne, ar'ue%
O!ama$% +ailure a% re%ident and that the nation cannot a++ord another +our more ,ear%/ .he camai'n
al%o romoted (omne, a% the hoe and the +uture o+ America# and he i% the ri'ht candidate *ho *ill
turn the econom, around and ut eole !ac0 to *or0# *hile reducin' the nation de+icit that minimi1e%
our children$% !urden/
(omne, u%e% %imilar %ocial media lat+orm% a% O!ama to carr, out hi% me%%a'e%/ (omne, camai'n$%
%ocial medial en'a'ement %eem% to +all !ehind in comari%on to O!ama$%/ Pe* (e%earch %tud, %ho*ed
in the t*o *ee0% eriod +rom @une 4 A19# 2012# (omne, camai'n u!li%hed 1&" o%t% a% oo%ed to
O!ama$% &14 o%t%/ (omne, *a% al%o +ar le%% active on .*itter avera'in' onl, a %in'le t*eet er da,
ver%u% O!ama$% 2: t*eet%/ Eurin' thi% t*o *ee0% %tud,# (omne,$% camai'n Fu%t had a %in'le ret*eet
*hile O!ama avera'e 12 ret*eet%/
3
.hi% i% a demon%tration that (omne,$% camai'n did not +ull,
utili1e %ocial media to en'a'e +ollo*er%# romote %uort and 'enerate conver%ation that eole are
concern a!out/
Li0e O!ama# (omne, %ent a 'reat deal o+ hi% camai'n +und% in televi%ion adverti%ement%/ >nli0e
O!ama *ho ha% re%idential merit to camai'n on# (omne, onl, had hi% trac0 record% a% 'overnor o+
Alicia Chan
Fal14 POLS 001 #5123
Introduction to American Government
?a%%achu%ett% to %ea0 to/ (omne,$% camai'n %trate', incororated ne'ative adverti%ement%/
(omne,$% Suer PAC %ent 829 million% on ne'ative adverti%in'# *hile (omne, camai'n it%el+ %ent
54; o+ their total +und%/ Pre%ident O!ama u%ed +ar le%% +undin' +or ne'ative adverti%ement/ O!ama$%
Suer Pac %ent 81/4 million on ne'ative adverti%ement%# *hile O!ama camai'n it%el+ %ent 21; o+
it% total +und/
5
Cele!rit, endor%ement +or (omne, *a% +e*/ Clint <a%t*ood *a% one o+ the reno*ned
cele!ritie% *ho endor%ed (omne, and hi% candidac,/
4
(omne,$% 4ou.u!e channel contained a 'reat
deal o+ ne'ative adverti%ement a'ain%t O!ama and attac0ed hi% a!ilit, to handled +orei'n olicie%#
+ailure to 'enerate Fo!%# di%credit 2ill Clinton *ho endor%ed O!ama and overall deict O!ama to !e an
un+it re%ident/
Lar'e maForit, o+ the nation a'reed our %tate o+ econom, at the time o+ the 2012 re%idential election
*a% terri!le and Pre%ident O!ama$% aroval ratin' *a% ver, lo*# (omne,$% camai'n certainl, too0
advanta'e o+ thi% %entiment and 'ained %u!%tantial %uort/ .he ina!ilit, to ta0e +ull advanta'e o+ the
%ocial media lat+orm% to *in ,oun'er voter%# couled *ith lar'e num!er o+ ne'ative adverti%ement%
indeed had imacted (omne,$% camai'n +or re%idenc,/ In the end# (omne, 'ained enou'h %uort
to run a ver, ti'ht race a'ain%t O!ama *innin' 4"/0; o+ the nation oular vote% and O!ama ta0in'
o++ice at 50/5; and 332 electoral vote%
&
!ing tates Analysis
S*in' %tate% la, a vital role in re%idential election e%eciall, durin' the 2012 election/ In 2012# there
*ere nine %*in' %tate% that each re%idential candidate mu%t *or0 hard to *in over in order to !e the
neBt Pre%ident o+ the >nited State%/ .he nine %*in' %tate% included Colorado# Florida# Io*a# 7evada#
7e* )am%hire# 7orth Carolina# Ohio# Gir'inia# and 6i%con%in/ I am eBaminin' t*o o+ the nine %*in'
%tate%# Florida and Ohio/
Florida ha% a total o+ more than 1: million eole in 2013/ 9"; o+ the oulation% are *hite# 1&;
are A+rican American and 23; are )i%anic/
9
O!ama camai'n *on Florida in 2012 !, dominatin'
the %uort o+ A+rican American# )i%anic and ,oun'er voter%/ An eBit oll conducted on the da, o+ the
election %ho*ed *ho voted +or O!ama# : out o+ 10 A+rican American# 3 out o+ 5 )i%anic%# and 2H3 o+
30 ,ear% old and ,oun'er voter%/
"
.,icall, the A+rican American and )i%anic identi+, %tron'l, *ith
Eemocrat%# re%ultin' in the%e %uorter% to vote +or O!ama in Florida/ 4oun'er voter% in the a'e 'rou
o+ 1"A34 al%o tend to leaned to*ard% the Eemocrat% *ith li!eral vie* and concern on dra+t# drin0in'
a'e# univer%al healthcare# and %ameA%eB marria'e%/
:
6ith 9"; o+ the oulation a% 6hite American%
and elder voter in the a'e 'rou o+ 50I ,ear% old !ein' active in the votin' oll# (omne, did led *ith
*hite and elder voter% and 'ave O!ama a ver, clo%e race/ >ltimatel, O!ama *on the much needed 2:
electoral vote%# *ith 51/1; oular vote# *hile (omne, received 49/2; oular vote/
"
"#io ha% a total o+ more than 11 million oulation% in 2013# *hich "3; are 6hite# 12/5; A+rican
American# and onl, 3/4; )i%anic/
10
(i'ht o+ the %tart# (eu!lican aear% to have thi% %tate in the
!a'# e%eciall, thi% %tate tend% to lean to*ard% (eu!lican/ )o*ever# O!ama$% camai'n team 0no*%
+rom 200"# thi% i% a %*in' %tate the, cannot a++ord to loo%e/ O!ama *on Ohio *ith 50/9; oular
vote%# *hile (omne, received 49/9;/
11
O!ama *on *hat %hould have !een a (eu!lican %tate !, a
%mall mar'in/ So ho* did O!ama mana'e to *in over thi% %tate- <conom, and unemlo,ment *ere
t*o maFor i%%ue% in Ohio/ O!ama$% auto indu%tr, !ailed out !oa%t the automotive indu%tr, and ut
Alicia Chan
Fal14 POLS 001 #5123
Introduction to American Government
eole !ac0 to *or0/ .he !ail out reduce% the unemlo,ment rate in Ohio %i'ni+icantl, leavin' eole
+ar more con+ident in O!ama$% lan/
12
.he auto indu%tr, and it% related !u%ine%%e% %eem% to con%i%t% o+
lo*er middle cla%% +amilie%/ .hi% %ocial cla%% tend% to identi+, more *ith Eemocrat%# couled *ith the
auto indu%tr, return in %uch %hort ,ear%D O!ama had a comellin' record to ta0e Ohio/
13

Recommendation $or 201% Presidential Campaign
In order to have an e++ective 201& Pre%idential election# the camai'n mu%t incororate %ucce%%+ul
%trate'ie% !oth O!ama and (omne, had in their reviou% camai'n/ .hi% include% %ocial media
%trate',# televi%ion %trate',# and cra+tin' me%%a'e% that re%inate *ith voter% includin' microAtar'etin'
techni=ue%/ ?o%t imortantl,# *e mu%t remem!er to a, eBtra attention to our %*in' %tate%/
A% *e 'ather +rom the anal,%i% on the u%e o+ %ocial media# thi% i% a lat+orm candidate Smith cannot
a++ord to i'nore/ .he u%e o+ %ocial media i% a re+lection o+ a candidate *ho i% in touch *ith the on'oin'
'ro*in' technolo'ie%/ Social media i% e++ective *hen it come% to connectin' the candidate *ith the
con%tituent to addre%% i%%ue% the, are concern *ith# and rall, +or %uort% and vote% throu'h the%e u%er
and their connectin' net*or0/ Social media i% al%o e++ective +or or'ani1in' 'ra%%Aroot movement and
%uort%# *hich heled the O!ama camain' in 2012/ Social media can al%o 'enerated million% +rom
%mall donation% li0e O!ama$% 2012 camai'n/
Adverti%ement i% a hu'e art o+ the camai'n/ 2oth televi%ion and online 4ou.u!e channel
adverti%ement mu%t have care+ull, tailored me%%a'e% tar'eted +or %eci+ic 'rou/ <ven u!li%hed
adverti%ement %hould !e con%idered to tar'et %eci+ic %ocial 'rou%/ For eBamle# 'ol+ ma'a1ine to
rall, %uort +rom uer middle cla%% con%tituent%/ <++ective adverti%ement mu%t include me%%a'e% that
addre%% the nation maFor to i%%ue% and ho* thi% re%idential candidate lan% to tac0le it/ ?e%%a'e%
%hould re+lect candidate Smith$% credi!ilit,# a!ilitie%# leader%hi and character/ ?e%%a'e% mu%t al%o !e
directed to %eci+ic intere%t 'rou to *in candidac, %uort and vote/ Some ne'ative adverti%ement
a'ain%t the oonent i% +ine# !ut %hould !e 0et to the minimum/ Stud, %ho*ed ne'ative adverti%ement
i% critici1ed a% %imli%tic and mi%leadin'# *hich could have an adver%e a++ect on candidate Smith$%
character/
14

Once all the critical %*in' %tate% have !een identi+ied# the camai'n team mu%t delo, a %eci+ic
mar0etin' lan !a%ed on the %tate olitical %tructure/ .he me%%a'e mu%t !e tailored %eci+icall, to their
%ocial 'rou% and olitical %trucuture/ Identi+, *hat are the maFor concern% the%e individual %tate% ha%
and addre%% them to a%%ure voter% con+idence/ For eBamle# Ohio ha% a lar'e oulation o+ *oman in
the la!or *or0+orce/ Ohio *ould !e a %tate *here *e could adverti%e and addre%%e% *omen ri'ht%# Fo!
e=ualit, and utili1ed *omen cele!ritie% to endor%e candidate Smith to %ho* the%e are i%%ue he care%
a%%ionatel, a!out and *or0in' to +i'ht +or e=ualit,/ 6innin' voter con+idence and er%uadin' vote%
could ta0e time# mar0etin' the tailor me%%a'e a% earl, a% ?a, i% a *a, to en%ure %ucce%%/
Candidate Smith can have a %ucce%%+ul 201& election a% lon' a% he dedicate to %ta, connected to voter%
throu'h %ocial media# reachin' out to the voter% throu'h tailor me%%a'e%# and er%uadin' voter% he i%
the ri'ht choice +or the o%ition o+ the >nited State% Pre%ident/
Alicia Chan
Fal14 POLS 001 #5123
Introduction to American Government
Citations:
1/ (a, Suare1# JO!ama Sent 10 .ime% a% ?uch on Social ?edia a% (omne,K# PBS
Newshour# 7ovem!er 1&# 2012/ htt3HHvideo/!%/or'HvideoH2305945920H
2/ Er/ Pamela (utled'e# J)o* O!ama 6on the Social ?edia 2attle in the 2012 Pre%idential
Camai'nK# The Media Psychology Blog# @uanar, 25# 2013/
htt3HHmrcenter/or'H!lo'H2013H01Hho*Ao!amaA*onAtheA%ocialAmediaA!attleAinAtheA2012A
re%identialAcamai'nH
3/ Pe* (e%earch Center$% @ournali%m ProFect Sta++# J)o* the Pre%idential Candidate% >%e
the 6e! and Social ?ediaK# Pew Research/ Au'u%t 15# 2012/
htt3HH***/Fournali%m/or'H2012H0"H15Hho*Are%identialAcandidate%Au%eA*e!AandA%ocialA
mediaH
4/ JPre%idential Camai'n Commercial% 1:52A2012K# The Living Room Candidate/
htt3HH***/livin'roomcandidate/or'Hcommercial%H2012Hal*a,%#45"5
5/ Philli%# .odd/ L7e'ative Camai'nin' >ndermine% American Eemocrac,/L 2014/ L)o*
7e'ative Camai'nin' I% )urtin' America/L Huffington Post/ 2012/ Oo%in'
Gie*oint% in ConteBt/
htt3HHic/'ale'rou/comHicHovicHGie*oint%Eetail%Pa'eHGie*oint%Eetail%6indo*-
+ailOver.,eMN=uer,MNrodIdMOGICN*indo*%tateMnormalNcontent?odule%MNdi%l
a,A
=uer,MNmodeMvie*Ndi%la,Grou7ameMGie*oint%NlimiterMNcurrPa'eMNdi%a!le)i
'hli'htin'M+al%eNdi%la,Grou%MN%ort2,MN%earchO*ithinOre%ult%MNMOGICNactionM
eNcatIdMNactivit,.,eMN%canIdMNdocumentIdMGAL<
;9C<@3010:02204N%ourceM2oo0mar0NuMa%a1:"91NF%idM21514&2"990+d14+&:d509
3aae"910+: PLin0% to an eBternal %ite/Q
&/ Crai' Ranalle,# J6ho 6on the Poular Gote in 2012-K# .he )u++in'ton Po%t/ >dated
7ovem!er :# 2012/ htt3HH***/hu++in'tono%t/comH2012H11H09H*hoA*onAtheAoularA
voteA2012OnO20"903"/html/
9/ >nited State% Cen%u% 2ureau/ Florida State and County uic! Facts" La%t (evi%ed3
O7LI7</ .ue%da,# 0"A@ulA2014/ Availa!le3
htt3HH=uic0+act%/cen%u%/'ovH=+dH%tate%H12000/html
"/ .amara Lu%h# JFL <lection (e%ult% 20123 2arrac0 O!ama Ee+eat% ?itt (omne,K# .he
)u++in'ton Po%t/ >dated @anuar, 10# 2013/
htt3HH***/hu++in'tono%t/comH2012H11H10H+lAelectionAre%ult%A2012OnO210:953/html
:/ Green!er'# <d*ard S/# Pa'e# 2enFamin I/ JPu!lic OinionK# Chater 5 in The Struggle
For #emocracy/ Pear%on3 7e* @er%e,# 2012/ '/ 132A13:/
10/ >nited State% Cen%u% 2ureau/ $hio State and County uic! Facts" O7LI7</ La%t
(evi%ed3 .ue%da,# 0"A@ulA2014/ Availa!le3
htt3HH=uic0+act%/cen%u%/'ovH=+dH%tate%H3:000/html/
11/ J)u++o%t Politic% <lection (e%ult%K# The Huffington Post# 2012/
htt3HHelection%/hu++in'tono%t/comH2012Hre%ult%Hohio
12/ Eavid Ste!enne# J)o* O!ama 6on OhioK# %lterNet# 7ovem!er 9# 2012/
htt3HH***/alternet/or'Hho*Ao!amaA*onAohio-a'eM0;2C0
13/ Green!er'# <d*ard S/# Pa'e# 2enFamin I/ JPu!lic OinionK# Chater 5 in The Struggle
For #emocracy/ Pear%on3 7e* @er%e,# 2012/ '/ 135A13&/
Alicia Chan
Fal14 POLS 001 #5123
Introduction to American Government
14/ Green!er'# <d*ard S/# Pa'e# 2enFamin I/ JGotin'# Camai'n%# and <lection%K# Chater
10 in The Struggle For #emocracy/ Pear%on3 7e* @er%e,# 2012/ '/ 322A323/
15/