Surely this factored into the success of the Obama Campaign in the 2008 election, and has everything to do with why today's political candidates all have an active social media profile.
But it also tells me something else: Social media spurs action.
In my opinion, if you are willing to spend the time setting up and managing an active social media profile then you are also more likely to devote your time to more worthwhile efforts. Like cleaning up a nearby stream, working at the local food bank or voting for effective leadership.
What we are learning about social media is that although it might seem to be full of frivolous activities like virtual farms and gangsters, it is also a great way to stay informed, get involved and make a difference is your own life.
Listen up 2012 candidates. According to Digitas 82% of US adults use social media, and 88% of those are registered voters.
Furthermore, almost two-thirds (61%) expect candidates to have a presence on social media sites such as Twitter and Facebook.
Such is the power and reach of social media that Digitas expects that, just as JFK was considered the first television President, 2012's winner could sway their victory via social media.
"In at least the last two election cycles, digital media has taken a profound a role in determining our next president as TV did in earlier generations," said Jordan Bitterman, SVP and Social Marketing Practice Director, Digitas. "But the results of this new research show that the extraordinary power of social networks to connect us and build relationships may have even greater impact on who wins in 2012."
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