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Posted at 12:49 PM ET, 11/05/2012

Bracing for a social media explosion on Election Day

The presidential election set to take place tomorrow will largely be reliant on independent voters and winning crucial swing states. There has been a significant amount of momentum building in social media and the online community that will play a major role in helping independent voters make their choice.

What we have never seen before in presidential politics is the significant amount of dependency and strategy on engaging with voters through social media. In 2008, presidential hopeful Barack Obama leveraged social media and the online community to engage voters much more effectively than Senator John McCain, and many political experts and strategists believe this played a major role in Obama’s victory. The fact is social media is surging upward each day and impacts the decisions made by individuals across multiple facets of life, including our political knowledge and voting.

Today marks the final push for convincing Americans which candidate is best fit for the oval office. An expected surge in television and radio advertising will target independent voters and key swing states, but social media will also be heavily leveraged. Consider the fact that 39 percent of adults use social media solely to discuss politics. Furthermore, research indicates that more than 1.8 million tweets are sent every six minutes discussing this election.

“Engagement” is the underlying component and explains why this medium will impact independent voters. Approximately 53 percent of adults fact-check political statements made during the campaigning of both individuals and an additional study indicated that 80 percent of adults will gather their election news from the internet and online community.

The statistics are staggering and illustrate a phenomenon that we have never seen before in the political arena, laregly because social media is far more advanced today than it was four years ago. With sports that host annual “big events” including the Super Bowl, World Series, NBA Championship and more, these events attract additional activity online each year. In 2008 there were 1.8 million tweets sent on Election Day and now that is accomplished every 6 minutes.

The amount of engagement on today’s social media platforms is impacting our lives more each day. It will not surprise anyone today that social media marketing and engagement by both President Obama and Governor Romney will surge to new heights and even outpace the activity and dependency that is placed on television and radio advertising with less than 24 hours until the voting halls open.

Kenneth C. Wisnefski is an online marketing expert and founder and chief executive of WebiMax, an online marketing firm in Mount Laurel, N.J., specializing in search engine optimization, search engine marketing, pay per click management, social media marketing, and reputation management.

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By Ken Wisnefski  |  12:49 PM ET, 11/05/2012

 
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