SOCIAL MEDIA #FTW!: THE INFLUENCE OF SOCIAL MEDIA ON AMERICAN POLITICS by Kenneth Scott Ames A thesis submitted to Johns Hopkins University in conformity with the requirements for the degree of Master of Arts in Government Baltimore, Maryland April 2014 © 2014 Kenneth Scott Ames All Rights Reserved Abstract Social media has transformed politics in America. Its effect has impacted the way candidates campaign for the presidency, Members of Congress operate their offices, and advocacy organizations communicate with policymakers and supporters. Social media allows politicians and organizations a method to connect directly and without filters with people across the country, assemble a constituency, and solicit their support at a reduced cost and greater reach than traditional media. Social media is not simply the next in a line of communications technologies: it has changed everyday activities and connected people in a manner never before possible. The rise of smartphone technology has enabled this trend since people can access the Internet almost anywhere making a mobile device a potential organizing and fundraising tool. Social media has transformed politics in America because it creates an instantaneous multi-directional public dialogue that offers the ability to rapidly analyze the data and learn from the findings on an unprecedented scope. Thesis advisor: Professor Dorothea Wolfson Readers: Representative William F. Clinger, Jr., and Professor Robert Guttman ! ii! PREFACE While I was contemplating my thesis topic, I knew I wanted to write about a topic that was timely, relevant, and interesting in the field of political communications. Many of my first classes at Johns Hopkins University were on government, politics, and the presidential election. At first, I wanted to write about trends in presidential elections, but I could not figure out a way to tackle the topic in a way that would achieve my goal. In my research of presidential elections, I began to notice a pattern emerge telling the tale of politicians utilizing cutting edge communications technologies to win. Most associate Franklin D. Roosevelt with the radio and his fireside chats; John F. Kennedy identifies with the advent of the television; and a few students in this field recognize Newt Gingrich owes his rise to cable television. It dawned on me that American politics just witnessed another such moment: Barack Obama’s rise and reelection due to social media. Now that I was focused on presidential elections from a social media standpoint, it naturally made sense to write the other two chapters about Congressional operations and advocacy because I have experience in both from my professional background. Having worked in a Congressional office, for a third party email vendor, and government contractor that provides online offices to the House of Representatives, I gained a unique perspective and had some incredible access and resources at my disposal in order to research the topic. The following chapters of my thesis are my case for how social media has transformed the communications strategies of presidential campaigns, Congressional operations, and advocacy organizations. I am most exciting knowing that we’ve just scratched the surface of the potential of these communications technologies. ! iii! ACKNOWLEDGEMENTS Throughout my life, believing that one person can make a difference has motivated me. This principle drew me to Washington for college, brought me to Capitol Hill, and then drove me into advocacy and communications. The common theme running through my career is my desire to help others and leave the world in a better position than we inherited it. I pursued my master’s degree in government with a concentration in political communications at Johns Hopkins University with the encouragement and assistance of several people whom I would like to recognize. Thank you to my parents, Alan and Anita Ames, who provided me with the best upbringing possible. They taught me character, integrity, determination, and loyalty through challenging me, encouraging my curiosity, and supporting me in my endeavors; and to them, I am eternally grateful. Thank you also to my sister, Amanda Ames Nager, brother-in-law, Ryan Nager, brother, Matthew Ames, and sister-in-law, Jennifer Parsons Ames. I would be remiss if I did not offer a special thanks to my aunts and uncles and cousins, especially Marsha Fradine, Ronald (of blessed memory) and Maryann Berger, Evan (of blessed memory) and Sheila Raine, and David and Nancy Wluka. My family is the source of my motivation. Thank you most sincerely to Arnie Thomas (of blessed memory) for pushing me to pursue this degree. He supervised me at CQ Roll Call for over four years and taught me that even in a digital age relationships matter. He served as my professional and personal mentor and liked to remind me that there are no accidents in life, always take care of the client, and that a martini is earned through experiencing life. He passed away ! iv! suddenly on April 12, 2014, days after I read him this acknowledgement and just a month prior to joining me at graduation. Thank you to two of the most influential and admired men I had the pleasure to serve: Congressmen Steny Hoyer and Barney Frank. It was a privilege to work for them where I learned the reason we are called to public service is not to enrich ourselves but to improve the lives of others and to leave the world in a better place than how we found it. Thank you to my professors at Johns Hopkins University: Benjamin Ginsberg, Robert Guttman, Daniel Guttman, Rameez Abbas, Dorothea Wolfson, Michael Siegel, Mark Stout, and Jennifer Bachner. I also owe thanks to all of my teachers from the Sharon, Massachusetts, school system and my professors from The George Washington University. Thank you to my peers at the Congressional Management Foundation for collaborating with me on this important topic. I especially want to thank Brad Fitch, Susie Gorden, and Beverly Bell. I have had a working relationship with this wonderful organization since 2007, which exists as a resource to Congress. Thank you to the several people who helped me research, write, and edit my thesis. I want to specifically mention and thank Congressmen William Clinger, Tom Perriello, Alan Nunnelee, and Mark Takano; Barkley Kern, Maura Pierce, Mike Fulton, Judy Schnieder, Jerri Ann Henry, Bill Murphy, Caitlin Rush, Sean Evins, Clinton Britt, Melissa Ortiz, Yuri Beckelman, Brett Morrow, Tom Scanlon, Keith O’Neil, David Ferreira, Mark Levine, Alan Rosenblatt, Joshua Baca, Rob Bluey, and Tom Crabtree. Thank you also to my boss, Ken Ward, CEO at Fireside21, for his encouragement and interest in this topic. ! v! Last, but definitely not least, thank you to Laura Goldin for her love, patience, humor, and understanding. She has been generous with her encouragement of me while I pursued this degree. I hope I can be as supportive throughout our lives together as she has been to me, particularly during the thesis writing process. Dedicated to my niece and goddaughter, Molly Nager, and my nephews, Drew Nager and Evan Ames. ! vi! Chapter One Summary of Key Findings: Social media played a key role in President Obama’s elections. His campaign had the advantage on social media in the 2008 primaries and the 2008 and 2012 general election and emerged victorious in every contest. Social media played a key role in his primary victory over Senator Hillary Rodham Clinton. While the political climate and history in 2008 was in President Obama’s favor, his team still put together a more impressive social media strategy than Senator John McCain. In 2012, President Obama relied on his social media network and the power of incumbency to defeat Mitt Romney, whose team did not effectively utilize current communications technologies. Social media is being used to enhance regular campaign functions, such as fundraising, strategy, and organizing. Candidates can use social media to connect with voters, engage with them in real time, and organize their supporters. These three campaign functions routinely rely upon social media and in some cases these tasks can blend together. Challenges remain as social media democratizes elections, taking control from the campaign, and enabling individuals and outside groups to share their message without the traditional filters. Third party groups and individuals now have the ability to perform campaign functions like editing videos, sharing content such as photographs, and creating animations and memes. User-generated content can be influential and effective in making a political point. Social media has fundamentally altered presidential campaigns by providing a way to circumvent the filter of traditional media, allowing campaigns to directly and expediently connect with voters and empowering citizens to have an active role in the election. Social media plays an instrumental role in helping citizens share information and has fundamentally altered presidential campaign communications. The campaign that better utilizes social media will be positioned to succeed. Chapter Two Summary of Key Findings: Social media is affecting the political process. Since Members have the ability to reach far more people outside their Congressional district, they have the ability to reach out to more people who they can recruit as supporters and donors. And, outside groups can exert an influence by utilizing their membership to pressure elected officials. New communications technologies present opportunities for Members of Congress to connect with their audiences. With the filter of traditional news sources, Members are able to connect directly with their constituents and build a following of citizens who agree with them that live beyond their district’s lines. That helps a Member raise their profile, appeal to a larger audience, and solicit donations. Congressional offices are adopting social media technologies faster than previous communication technologies. Because the costs of establishing and maintaining social ! vii! media accounts on various sites like Facebook, YouTube, and Twitter are cheaper, reach more people, and are more authentic, Members of Congress are taking to this medium faster than previous communication technologies.