In addition to the many advantages of social media for political leaders – such as direct, low-threshold contact – there are also disadvantages according to Moffett. Shrewd campaigners and spin doctors can think up what they want, tough TV spots on prime time and act lightning fast, the 'Voice of Public' is many times stronger than in previous elections. According to the communications expert, both teams have a 'fear for the third voice'. "The general public can change news cycles and messages in an ironic, powerful way." Such as the much-watched parody 'You're so Bain' of the Carly Simon hit from the 70s. 'You 're so Bain, you think you can buy the White House' is an ironic reference to Bain Capital, the controversial private equity firm where Mitt Romney was CEO in the past.
The rapid rise of smartphones and social media has fundamentally changed communication, says Moffett. Political jokes are spread by phone via Facebook, Twitter and YouTube at lightning speed. “It is no longer possible to control it. That requires a different approach for campaign teams: responding quickly with counter-messages.”
Despite the popularity of social media and smartphones, by far the most campaign money in the US still goes to TV ads: 57% versus 62% in 2008. Online ads account for only 1.5% versus 0.3% in 2008. For both parties together, these are huge sums: 9.8 billion dollars versus 7 billion in 2008. For comparison: in the Netherlands, the total election coffers for 2012 are 8.7 million euros.
Boris van der Ham, D66 member thailand phone data of parliament, who is on a 'political sabbatical' after ten years, mentions this important difference between the election campaigns. "In addition to the lack of Big Money in the Netherlands and a different culture, our political systems are incomparable: America has a two-party system, and we elect 150 members of parliament." But, Van der Ham emphasizes, the Dutch are very active on the internet and are therefore easily accessible digitally. "More than 90% of the population is online, not only younger people, but also older people. We use the web for many things; holiday bookings, comparing products, purchases."
Inactive tweeps
Yet social media are not used very actively in the current campaign, which has just started after a long summer recess. The D66 MP, who has been active on Twitter for years, says that our politicians are very active on social media: a large number have a Facebook page and 79% are on Twitter. Some even communicate almost exclusively via Twitter, such as PVV leader Wilders. His account betrays little interaction, but a lot of missionary zeal: 200,000 followers and 0 following.
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