Social Media & The Midterm Elections!

Social Media & The Midterm Elections

By: Asra Arif

12 million users clicked the “I voted” button on Facebook in this past years elections compared to the 5.4 million in 2008.  This number is anticipated to increase for the 2012 elections.

The founding fathers of the United States could have never predicted that this country would one day be run by the internet.  Democratic issues are in the hands of social media, especially during election season.  Social network sites heavily influenced the midterm elections of 2010.  With Facebook as one of the prime components, it was easier for us to predict the election outcome. 2

“Facebook announced earlier today that there was a direct correlation between having more followers on their social media site and campaign success”[1]

Politicians have the internet to their advantage, which affects their title in the democratic world.  This years elections took place on November 10th, and the infographics clearly demonstrate how the runner’s popularity in the cyber world mimics their popularity in the real world.

According to Mashable, the Facebook data team concluded that in following 98 of the house runners, 74% of the candidates with the most fans on the site won.  Out of the 19 senate races, 81% with the most fans also won. Although media savvy campaigners don’t always win, such as Sharron Angle and Dino Rossi, when it comes to a close race, every fan, vote, and follower counts. [2]

Research on Facebook allows us to note which kinds of people vote, when they voted, and who they voted for.  This can lead researchers to conclude a trend that followed a certain candidate, and which factors may have influenced the election.

According to Facebook data on elections, more Republican senators involved themselves on Facebook compared to Democratic senators.  Once the polls closed and the results were in, 29 states had Repulican winners, and 19 had Democratic winners. [3]

Along with Facebook, other social networking sites projected winners, and many users contributed their insight on the midterm elections.  According to, different social sites reported their numbers on the elections based on online activity:

  1. Republicans had 61% of all online mentions
  2. Republicans were more engaged in online elections than the Democrats
  3. 36% of election conversations took place on mircroblogs, and 20% of it took place on social networking sites
  4. The election received about 4.6 million page views per minute through web news traffic [4]

It is important to know how much social media can influence politics.  Runners can use feedback from social connection sites to help sway votes by knowing what issues are most important to them. conducted an experiment on their Twitter and Facebook pages regarding taxes, spending, and the economy.  The results showed that the least amount of people had concerns with tax, and the most amount of people had small business initiatives as their primary concern.  Politicians can use results like this to target Americans, which can help them win. [5]

ABC News has teamed up with Facebook since 2008 to live stream election coverage.  They were able to interact with users about issues that mattered most.  This interaction revealed which users voted for which candidate, and why they did just based on their status updates, questions, comments, and their opinions. 6

“Those who were slow to realize the shift in themes via social media comments, updates, websites, keywords and group lists won’t be scratching their head – they literally saw it coming… It is crucial to begin developing strong ties with the elements behind social media that make it work better.” 5

[1] DiMarco, Chris.  “Social Media Trends Predict Winners in Mid-Term Election”

.  Published: November 03, 2010.  Retrieved: November 11, 2010.

[2] Calabrese, Anthony.  “Social Media’s Impact on the Midterm Elections [Infographics]”

.  Published: November 09, 2010. Retrieved: November 11, 2010.

[3] “Election Results: Governor Map”

.  Retrieved: November 12, 2010.

[4] Evens, Sarah.  “Mid-Term Election 2010 by Social Stats”

.  Published: November 03, 2010.  Retrieved: November 12, 2010.

[5] Admin.  “

How Social Media Impacted the 2010 Elections.  Published: November 03, 2010.  Retrieved: November 12, 2010.

6 Fitzsimmons, Caitlin.  “ABC News taps into Facebook for Midterm Elections”

.  Published: October 11, 2010.  Retrieved: November 12, 2010.


About globalsmac
Democracy and Citizenship

One Response to Social Media & The Midterm Elections!

  1. Rusty Cawley says:

    Hard to imagine how any politician or consultant underestimated the power of the Internet after Obama used it to outwit and outmaneuver the Clinton Machine.

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