When it comes to social media, it is most necessary for politicians to have as close to a face-to-face relationship with voters as possible. Through the use of social media, my best advice to achieve that face-to-face communication would be for politicians to use Facebook, Vine, Instagram and Snapchat as often as possible. According to the media richness theory, the most effective communication happens when the parties involved can see, listen, react, and respond to the communication. The least effective methods of communication are impersonal, written documents and bulk mail.
Social media reaches a younger generation of voters and humanizes candidates. Through social media, candidates appear as more than politicians and are more relatable to users and voters.
Pancakes, coffee, and laughs in Manchester, New Hampshire. pic.twitter.com/FQj9lxiDDb
— Hillary Clinton (@HillaryClinton) February 8, 2016
According to an article on Recode.net, comScore audience research audience says that a whopping 71 percent of American users on Snapchat are between the ages of 18-34. ComScore’s research also shows that 45 percent of Snapchat’s users are 18 to 24 years old, a vital reach for candidates looking to attract the newest voters. The same study shows that 49 percent of Instagram users and 51 percent of Vine users are between the ages and 18-34.
A study by ORI and the George Washington Graduate School of Political Management shows 29 percent of people said that during the 2012 election they were moderately to extremely influenced by social media. Forty percent said that they engaged in a political discussion on social media, and 19 percent made a contribution specifically through Facebook.
With Twitter on a decline of acquiring new users, only 41 percent of its users are between the ages of 18-34 (according to the study by comScore). Twitter isn’t as rich, according to the media richness theory, because it doesn’t allow for much face-to-face communication. While you can upload videos on Twitter, the platform is typically used for 140 character tweets and sometimes photos. Twitter is still effective, but candidates should try their luck with other applications for video use.
“You deserve justice, and you deserve equality under the law.”https://t.co/BwgF3FxvB2
— Hillary Clinton (@HillaryClinton) February 7, 2016
Video apps seem to have the most media richness, allowing for more connectivity with viewers and users. Through Snapchat, users should be able to ask candidates questions and candidates can respond to those questions and address other topics. Through Instagram and Vine they can post videos and respond to comments and can engage in further discussion through Facebook.
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