How Social Media Won Barack Obama the Presidency (Again)

November 8th, 2012  |  Published in Blog, Trends

Just for a moment, cut the “Four more years” chants and think back to four years ago. Barack Obama and his team have used social media from its early days – this savvy has gotten a lot of coverage on my blog (and about a million others).

Tuesday night, November 6, 2012 it came home to roost.

The President was reelected with an ample majority after a bitter fight. And the deciding factor? Social media. The demographics that trended heavily for Obama (millennials and women, in particular) use a lot of social media. Factor in as well demographics like LGBTs and Latinos, well-organized voting blocs that do a lot of grassroots activism for equality and immigration rights and therefore rely heavily on social media to raise awareness and reach supporters. Bingo! That’s why you can say it, “Four more years!”

The Obama campaign broke all Twitter records on election night. A simple tweet by the President himself (or one of his social media pros) that simply said “Four more years” with the accompanying photo of the President hugging wife Michelle, now has the distinction of being the most re-tweeted tweet of all time. More than 500,000 Twitter users shared this across the Twitterverse as of this posting.   

Photo courtesy of @BarackObama (as posted on Twitter).

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Divisadero Corridor photo blog

My documentary photo project following one neighborhood's rich and diverse history as gentrification began to take hold. San Francisco's Divisadero Corridor runs roughly north and south between Haight and Turk streets. Follow this project on Instagram. Read more about it on Hoodline.


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I've been documenting changes in the way we communicate through online and mobile sources for nearly a decade. Communications Major curates some of the shifts and nuances taking place every day as we rapidly find newer and sometimes better ways to share and stay connected.