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Prof. Dr. Martin Emmer
 Institut f端r Publizistik- und Kommunikationswissenschaft, Arbeitsstelle Mediennutzung




             Why	
 Social	
 Media	
 Campaigns
           Some4mes	
 Work	
 and	
 Some4mes	
 
                               Fail

                                          Social	
 Media	
 Week	
 Berlin
                                                    27.09.2012


Donnerstag, 27. September 12
Program

                       How	
 can	
 the	
 鍖ndings	
 from	
 social	
 science	
 
                       contribute	
 to	
 the	
 art	
 of	
 campainging	
 (for	
 
                       social,	
 politcal,	
 civil	
 goals)?
                 Social	
 Science
                 Social	
 Media
                 Campaigning	
 -足	
 Strategic	
 Communica4on
Donnerstag, 27. September 12
I.
                           Some introductory remarks on what
                            social science tells us about human
                                       communication
                           (... and which might be relevant for social media)




Donnerstag, 27. September 12
Basic 鍖ndings:

            Messages trying to motivate people to go
            voting are more effective when forwarded
            by people we know and trust
Donnerstag, 27. September 12
Lazarsfeld,	
 Paul	
 F./Berelson,	
 Bernhard/
                                (Paul F. Lazarsfeld)   Gaudet,	
 Hazel	
 (1944):	
 The	
 People's	
 
                                                       Choice.	
 How	
 the	
 Voter	
 Makes	
 Up	
 His	
 
                                                       Mind	
 in	
 a	
 Presiden4al	
 Campaign.	
 New	
 
                                                       York:	
 Duell,	
 Sloan	
 and	
 Pearce.
                               (c) Bardwell Press




Donnerstag, 27. September 12
E鍖ects	
 of	
 mediated	
 campaign	
 
                communica4on:

                	
 Ac4va4on
                	
 Reinforcement
                	
 Two-足step-足鍖ow	
 of	
 communica4on
                but:	
 almost	
 no	
 persuasion	
 


Donnerstag, 27. September 12
Kahneman,	
 Daniel	
 (2011):	
 Thinking,	
 Fast	
 
                               and	
 Slow.	
 New	
 York:	
 Farrar,	
 Straus	
 and	
 
                               Giroux.

                               Pedy,	
 Richard	
 E./Cacioppo,	
 John	
 T.	
 
                               (1986):	
 Communica4on	
 and	
 Persuasion:	
 
                               Central	
 and	
 Peripheral	
 Routes	
 to	
 
                               Ahtude	
 Change.	
 New	
 York:	
 Springer.



Donnerstag, 27. September 12
Two	
 ways	
 of	
 processing	
 informa4on
                and	
 making	
 up	
 ones	
 mind:

                                                     issue
                                              requiring	
 decision



                         peripheral	
 path
                              (fast)             central	
 path          resources
                                                    (slow)            (4me,	
 thought	
 etc.)




                      ephemeral	
 decision    stable	
 decision
                         (e.g.	
 opinion)      (e.g.	
 opinion)




Donnerstag, 27. September 12
Conclusion	
 I:

            Social	
 Medias	
 advantages	
 for	
 campaigning:
            ...	
 they	
 give	
 access	
 to	
 personal	
 networks	
 of	
 
            people	
 and	
 their	
 credibility
            ...	
 opportuni4es	
 both	
 for	
 peripheral	
 &	
 
            central	
 paths	
 of	
 opinion	
 building


Donnerstag, 27. September 12
Conclusion	
 I	
 b:

                The	
 individual	
 is	
 no	
 longer	
 just	
 part	
 of	
 a	
 
                target	
 group	
 but	
 a	
 relevant	
 player




Donnerstag, 27. September 12
Example
                     The	
 target-足group	
 vs.	
 player	
 problem:




                                         http://www.shakesville.com/2012/09/mitt-romney-releases-tax-return.html



Donnerstag, 27. September 12
II.

                Needs,	
 expecta4ons,	
 mo4ves	
 of	
 individuals	
 
                    as	
 key	
 to	
 campaign	
 par4cipa4on




Donnerstag, 27. September 12
Why	
 do	
 people	
 communicate?	
 
                	
 Ra4onal	
 reasons/individual	
 bene鍖t
                	
 Social	
 needs:	
 surveillance,	
 integra4on,	
 iden4ty	
 building
                	
 Emo4onal	
 reasons:	
 relaxa4on,	
 entertainment,	
 fun
                	
 Habitualiza4on,	
 rituals
                ...	
 and	
 why	
 not?
                	
 Relevance
                	
 Costs:	
 money,	
 4me,	
 knowledge
                	
 Emo4ons:	
 fear	
 of	
 isola4on,	
 ...
Donnerstag, 27. September 12
Example
             Mo4va4ons	
 of	
 German	
 state	
 MPs	
 for	
 being	
 present	
 online	
 
                                            (2007)
                   Be Transparent                                                              93
         Comm. to Constituency                                                            88
        Positive Self-Presentation                                                   82
             Attract Young Voters                                               77
                   Agenda Setting                                               77
            Support for Positions                                              75
                       Win Voters                                            72
        Raise Voting Participation                                          70
                    Get Feedback                                            69
                Win Campaigners                                       63
                  Media Relations                                56
                  Sharpen Profile                           48
                                     0%      20%        40%           60%            80%            100%


Donnerstag, 27. September 12
III.

                               Examples:	
 ACTA




Donnerstag, 27. September 12
遺温馨沿温庄乙稼-足H顎恢:
              focused	
 on	
 resources,	
 how-足tos,	
 connec4ng	
 
              people



Donnerstag, 27. September 12
Combina4on	
 of:

      	
 Variety	
 of	
 modes	
 of	
 communica4on
      	
 Informa4on	
 &	
 entertainment
      	
 	
 Variety	
 of	
 perspec4ves	
 and	
 arguments



Donnerstag, 27. September 12
Go	
 o鍖ine	
 (too)




                 http://www.鍖ickr.com/photos/digitalegesellschaft/7354521426/




Donnerstag, 27. September 12
Its	
 not	
 all	
 digital	
 and	
 social:

                  	
 economy	
 of	
 aden4on	
 -足	
 news	
 factors
                  	
 Issue-足issues:	
 rejec4ve/protest	
 vs.
                  	
 	
 	
 projec4ve/forma4ve
                  	
 context	
 (framing)	
 and	
 environment
                  	
 	
 (issue-足compe44on)



Donnerstag, 27. September 12
IV.

                               Risks	
 &	
 Problems




Donnerstag, 27. September 12
Being	
 unsocial:

              	
 Trying	
 to	
 run	
 a	
 campaign	
 on	
 your	
 own
              	
 	
 (companies,	
 lobby-足groups)
              	
 may	
 spur	
 opposi4on:
              	
 	
 feeling	
 of	
 being	
 abused,	
 intransparency
              	
 strategy	
 to	
 keep	
 control	
 of	
 messages




Donnerstag, 27. September 12
Key	
 risks:

              	
 Losing	
 control
              	
 Not	
 knowing	
 what	
 your	
 goals	
 are	
 
              	
 	
 	
 (likes	
 or	
 votes?)
              	
 Misuse	
 of	
 channels	
 (SWOT)




Donnerstag, 27. September 12
V.

                               Conclusions	
 &	
 Discussion




Donnerstag, 27. September 12
	
 Think	
 about	
 the	
 needs	
 of	
 you	
 supporters
                	
 Integrate	
 their	
 skills,	
 knowledge,
                	
 	
 	
 mo4va4on,	
 contacts	
 into	
 your	
 campaign
                	
 Take	
 them	
 to	
 ac4on
                	
 Be	
 transparent	
 and	
 authen4c


Donnerstag, 27. September 12
馨温姻4稼.艶馨馨艶姻葵韓顎-足b艶姻鉛庄稼.糸艶
                @mjemmer
                hdp://www.mar4n-足emmer.net




Donnerstag, 27. September 12

More Related Content

Emmer smw campaigns

  • 1. Prof. Dr. Martin Emmer Institut f端r Publizistik- und Kommunikationswissenschaft, Arbeitsstelle Mediennutzung Why Social Media Campaigns Some4mes Work and Some4mes Fail Social Media Week Berlin 27.09.2012 Donnerstag, 27. September 12
  • 2. Program How can the 鍖ndings from social science contribute to the art of campainging (for social, politcal, civil goals)? Social Science Social Media Campaigning -足 Strategic Communica4on Donnerstag, 27. September 12
  • 3. I. Some introductory remarks on what social science tells us about human communication (... and which might be relevant for social media) Donnerstag, 27. September 12
  • 4. Basic 鍖ndings: Messages trying to motivate people to go voting are more effective when forwarded by people we know and trust Donnerstag, 27. September 12
  • 5. Lazarsfeld, Paul F./Berelson, Bernhard/ (Paul F. Lazarsfeld) Gaudet, Hazel (1944): The People's Choice. How the Voter Makes Up His Mind in a Presiden4al Campaign. New York: Duell, Sloan and Pearce. (c) Bardwell Press Donnerstag, 27. September 12
  • 6. E鍖ects of mediated campaign communica4on: Ac4va4on Reinforcement Two-足step-足鍖ow of communica4on but: almost no persuasion Donnerstag, 27. September 12
  • 7. Kahneman, Daniel (2011): Thinking, Fast and Slow. New York: Farrar, Straus and Giroux. Pedy, Richard E./Cacioppo, John T. (1986): Communica4on and Persuasion: Central and Peripheral Routes to Ahtude Change. New York: Springer. Donnerstag, 27. September 12
  • 8. Two ways of processing informa4on and making up ones mind: issue requiring decision peripheral path (fast) central path resources (slow) (4me, thought etc.) ephemeral decision stable decision (e.g. opinion) (e.g. opinion) Donnerstag, 27. September 12
  • 9. Conclusion I: Social Medias advantages for campaigning: ... they give access to personal networks of people and their credibility ... opportuni4es both for peripheral & central paths of opinion building Donnerstag, 27. September 12
  • 10. Conclusion I b: The individual is no longer just part of a target group but a relevant player Donnerstag, 27. September 12
  • 11. Example The target-足group vs. player problem: http://www.shakesville.com/2012/09/mitt-romney-releases-tax-return.html Donnerstag, 27. September 12
  • 12. II. Needs, expecta4ons, mo4ves of individuals as key to campaign par4cipa4on Donnerstag, 27. September 12
  • 13. Why do people communicate? Ra4onal reasons/individual bene鍖t Social needs: surveillance, integra4on, iden4ty building Emo4onal reasons: relaxa4on, entertainment, fun Habitualiza4on, rituals ... and why not? Relevance Costs: money, 4me, knowledge Emo4ons: fear of isola4on, ... Donnerstag, 27. September 12
  • 14. Example Mo4va4ons of German state MPs for being present online (2007) Be Transparent 93 Comm. to Constituency 88 Positive Self-Presentation 82 Attract Young Voters 77 Agenda Setting 77 Support for Positions 75 Win Voters 72 Raise Voting Participation 70 Get Feedback 69 Win Campaigners 63 Media Relations 56 Sharpen Profile 48 0% 20% 40% 60% 80% 100% Donnerstag, 27. September 12
  • 15. III. Examples: ACTA Donnerstag, 27. September 12
  • 16. 遺温馨沿温庄乙稼-足H顎恢: focused on resources, how-足tos, connec4ng people Donnerstag, 27. September 12
  • 17. Combina4on of: Variety of modes of communica4on Informa4on & entertainment Variety of perspec4ves and arguments Donnerstag, 27. September 12
  • 18. Go o鍖ine (too) http://www.鍖ickr.com/photos/digitalegesellschaft/7354521426/ Donnerstag, 27. September 12
  • 19. Its not all digital and social: economy of aden4on -足 news factors Issue-足issues: rejec4ve/protest vs. projec4ve/forma4ve context (framing) and environment (issue-足compe44on) Donnerstag, 27. September 12
  • 20. IV. Risks & Problems Donnerstag, 27. September 12
  • 21. Being unsocial: Trying to run a campaign on your own (companies, lobby-足groups) may spur opposi4on: feeling of being abused, intransparency strategy to keep control of messages Donnerstag, 27. September 12
  • 22. Key risks: Losing control Not knowing what your goals are (likes or votes?) Misuse of channels (SWOT) Donnerstag, 27. September 12
  • 23. V. Conclusions & Discussion Donnerstag, 27. September 12
  • 24. Think about the needs of you supporters Integrate their skills, knowledge, mo4va4on, contacts into your campaign Take them to ac4on Be transparent and authen4c Donnerstag, 27. September 12
  • 25. 馨温姻4稼.艶馨馨艶姻葵韓顎-足b艶姻鉛庄稼.糸艶 @mjemmer hdp://www.mar4n-足emmer.net Donnerstag, 27. September 12