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The Rise of Social Media in US Politics: Tapping into the "Untapped Data Source"

Strategic Insights

— 1 min read

In 2016, the most crucial voters may not be the traditional demographics of "soccer moms" and "Nascar dads," but rather those with high Klout scores and an active online presence. NGP VAN, the leading provider of software and data for Democratic campaigns, has introduced a new tool that links voter email addresses to social media accounts, revolutionizing the way politicians connect with voters. This tool, which has a 50% match rate, allows campaigns to identify and target specific voters based on their social media activity, potentially changing the course of the 2016 presidential election.

Key Takeaways:

  • NGP VAN's new tool links voter email addresses to Twitter and Facebook accounts, allowing campaigns to target specific voters based on their social media activity.
  • The tool has a 50% match rate, but it still represents a significant increase in the number of voters with linked social media accounts.
  • Candidates are gearing up for the 2016 presidential election to place greater emphasis on technology and online outreach, with Hillary Clinton hiring Google executive Stephanie Hannon as her chief technology officer.
  • NGP VAN hopes to use the tool to help the Democratic candidate tap into information from social media networks and target specific kinds of supporters, such as those with more than 500 Facebook friends or 1,000 Twitter followers.
  • The tool allows campaigns to monitor what potential voters are saying about them in real-time and filter posts based on keywords, providing valuable insights into public opinion.
  • NGP VAN officials argue that the data being used is publicly available and not considered "personal or private," but experts raise concerns about the potential for revealing more personal information when combined with other data.

Statistics:

  • 50% match rate of NGP VAN's new tool linking voter email addresses to social media accounts.
  • Hillary Clinton has hired Google executive Stephanie Hannon as her chief technology officer.
  • 2016 will be the first presidential election with a significant emphasis on technology and online outreach.

Sources:

  • Stu Trevelyan, NGP VAN's chief executive, and Mike Liddell, the company's director of digital services, in an interview with the Guardian.
  • Julian Sanchez, a senior fellow at the Cato Institute, quoted in the Guardian.
  • Ben Jacobs, in Washington, quoting NGP VAN officials and experts in the industry.
  • NGP VAN's website, "NGP VAN Adds Social Media to Extensive Voter Database"

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