Prof. Dr. Martin Emmer gave a presentation on why social media campaigns sometimes succeed and sometimes fail. He discussed key findings from social science research on human communication and how messages are more effective when shared by trusted contacts. Emmer also explained how social media allows access to personal networks and the "two-step flow" model of communication. Finally, he analyzed examples of successful and unsuccessful social media campaigns, highlighting the importance of understanding user needs, integrating supporters, transparency and maintaining message control.
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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