This election has plenty to teach us about the state of social media. Here are three of the biggest lessons:
1. Tumblr is a viable platform to activate a younger demographic.
Obama’s team was active on the microblogging platform, taking advantage of memes and celebrity endorsements—highly shareable social elements. A look at his Tumblr (barackobama.tumblr.com/) shows gifs, a Lady Gaga tweet, and a kitty cat graphic. Was Tumblr the reason Obama won and Romney, whose Tumblr wasn’t nearly as interesting, lost? Probably not. But it certainly leads us to our next point …
2. Strong, shareable content may be becoming as effective as advertising.
Just as with companies, politicians have to fight through a ton of noise to be heard in social. Battleground states were inundated by TV ads, and they became white noise, blending together and inspiring people only to resent the election.