Lab+7

http://www.financialpost.com/entrepreneur/social+media+work/3720799/story.html

Rick Spence's article explores the way in which social media can be used to its maximum efficiency. Nenshi's campaign's application of Facebook, Twitter and Youtube is proof of the efficacy of social networking tools in the political processes, particularly political campaigns. His position as an "outsider" was rapidly transformed to a position of popularity amongst the public through his campaign's ability to communicate with the public quickly and efficiently through social media.

Nenshi's campaign started with a very professional-looking website, one indication in our society of legitimacy. His blog was updated daily by people working for his campaign so that the public was constantly informed of his actions, thus creating a consistency in his communication with voters. His Twitter account allowed Nenshi to form an intimate relationship with his voters through posting tweets that asked what tie to wear on election day (Spence). His Youtube account allowed him to disseminate his message in a cost-efficient manner and actually provided him with more exposure than expensive air time would have allowed if he had chosen to produce a number of TV commercials instead. His videos received tens of thousands of hits, some of which included "How to say Naheed" and his "Family Journey" video.

Nenshi's Facebook account became the source of buzz amongst the Calgary community, with the influx of comments left on his wall. Within a matter of months, Nenshi's popularity surpassed that of his more prominent competitors' and subsequently "Calgary's voter turnout this year was 53%, up from 33% in 2007" (Spence). Nenshi's triumphant campaign is an indicator of the power of social media and its successful application in a well-managed campaign. It is also an indicator of the direction in which all political campaigns are likely to go in the future, as we have seen Obama's success with much credit due to the role that social media played in his campaign and the dissemination of his platform. Social media is no longer being considered just a distraction for young people, it is proving to be a very useful communication tool in the processes of important political processes.