Pew Report: Looking For Voters? Find Them On FaceBook

Pew Internet and American Life Project: Nearly half of all U.S. adults use some kind of social-networking site, from Facebook to LinkedIn, and these people are more likely to vote and be politically active.

The Pew report found that 79 percent of U.S. adults use the Internet, and 59 percent of these Internet users also use social networking. This is nearly twice as many as in 2008, and they are getting older, the report found.

“Among other things, this means the average age of adult social networking site users has shifted from 33 in 2008 to 38 in 2010,” the report states. “Over half of all adult SNS users are now over the age of 35. Some 56 percent of SNS users now are female.”

And despite LinkedIn’s stunning IPO last month, Facebook rules when it comes to social networking, with 92 percent of people who use social networking on Facebook, 29 percent on MySpace, 18 percent on LinkedIn, and 13 percent on Twitter.

Social networking can be a powerful tool for political organizing, the report finds.

Obama's 2012 New Media Campaign

After President Barack Obama launched his 2012 earlier this year his campaign sent emails, tweets and Facebook messaging, including Facebook ads to ask nearly 13 million followers supporters from his 2008 campaign contact list to declare on Facebook "I'm In!" for Obama's 2012 re-election campaign.

Emails to supporters seek small-dollar donations in exchange for campaign coffee mugs or a chance to win dinner with the president. The campaign's website helps supporters find local events, plan meetings and raise money while its digital team develops the next big thing.

If Obama broke new ground in 2008 using email, text messages and the Web to reach voters, Obama version 2.0 campaign strategy plans to take the new media Web campaign to the next level – by taking advantage of the expansive roles that the Internet and social media are playing in voters' lives.

"The successful [2012] campaign is going to be one that integrates all the various elements of the digital channel – email, text, website, mobile apps, and social networks – together as one digital program and also mixing the digital program together with the offline reality of field organizations," said Joe Rospars, the Obama campaign's chief digital strategist.

"In the end," Rospars said, "all the digital stuff is in service of the offline organizing to ultimately persuading voters and turning them out."

• More People Rely On The Internet Than Newspapers For News
• Pew Report: Generations Online

Obama took advantage of a strong Internet campaign in 2008 to raise an estimated $500 million online while regularly communicating with supporters through text messages, an email list estimated at more than 13 million and content on his 2008 My Barack Obama campaign website:

• Political Campaign Opportunities in the Digital Age
• Obama's 2008 Presidential Win Changed Political Campaigning

When Obama was close to announcing his vice presidential selection of Joe Biden in August 2008, the campaign encouraged supporters to find out by text message, a move that prompted more than 2 million people to voluntarily give their cell phone number to the Obama campaign.

Three years later, social media outlets like Facebook and Twitter have exploded, smart phones and apps are more prevalent, tablet computers are on the rise, and most Americans are online. When Obama announced his presidential campaign in 2007, Facebook had fewer than 20 million users worldwide. That number has now surpassed 500 million.

"There's no online and offline organizing. There's organizing," said Jeremy Bird, Obama's national field director, during a session at Netroots Nation in Minneapolis.

When Campaigns Manipulate Social Media

Since young voters discovered they could friend Barack Obama on Facebook during the 2008 election, social media has become ingrained in the way we think about political discourse. Politicians and tech evangelists alike see it as the key to a new type of politics: Campaigns and candidates can better engage citizens, facilitate grassroots organization, and craft legislation with the direct input of a Tweeting electorate. The inevitable results, optimists argue, will be a sort of "digital democracy," defined by a closer, more coherent relationship between the elected officials and their constituents.

But social media, like any tool, can be used to erode democratic practices as well.

The Atlantic by Jared Keller: A few days before the special election in Massachusetts to fill Senate seat formerly held by the late Edward Kennedy, the conservative American Future Fund (AFF) conducted a "Twitter-bomb" campaign against Attorney General Martha Coakley, the Democratic candidate.