Social media experts cite Internet’s role in 2013 midterm polls

MANILA, Philippines - Social media experts have agreed the Internet has played a significant role in the recent midterm elections, but noted that it only had a minor effect on what really happened “on the ground.”

In a forum organized by the Philippine Center for Investigative Journalism (PCIJ) in Quezon City yesterday, panelists looked into how different sectors – including the candidates and the Commission on Elections (Comelec) – harnessed social media such as Facebook and Twitter during the recent polls.

Political analyst and campaign strategist Malou Tiquia said the Comelec has recognized the significance of the Internet in the elections as it decided to monitor and regulate political advertising online.

She was referring to an earlier resolution issued by the poll body, which included “online election propaganda” in the list of campaign media that they are regulating. The Comelec had set guidelines on the size and frequency of online advertisements in websites.

“This is a reformist Comelec. Chairman Sixto Brillantes wanted to put some semblance of order, whether in the traditional or new media campaigns,” said Tiquia.

During the campaign period, the poll body used its social media accounts, particularly in the micro-blogging site Twitter, to urge citizens to report election violations.

Tiquia noted how candidates used the Internet to reach out to the voters. She cited the case of senatorial bet Eddie Villanueva, who organized an “online kick-off rally” in February.

Other candidates also mobilized teams to assist in the production of video blogs as well as in the live streaming of political rallies and sorties.

“Everyone wants to be like Barack Obama,” said the analyst, referring to the successful online campaign used by the US President when he ran in 2008.

Tiquia said, however, that very few politicians in the country actually understand how the Internet works.

“How many politicians know the behavior of their Facebook and Twitter followers?” she asked.

Blogger Juned Sonido said most candidates adapted online marketing strategies in this year’s elections. He noted, however, that not all marketing strategies can be adapted in the political campaign season.

He cited former senator Jamby Madrigal, who received flak after her supporters promised to give away gadgets to select users who will like her Facebook page.

Citizen, media participation

Other panelists who joined the forum noted how the media utilized the Internet, as well as the active participation of Internet users – called netizens – in discussions concerning the elections.

Blogger Pierre Tito Galla said social media was used to support or attack candidates or causes. He added that some discussions in social media were fed from mainstream media reports, and that some members of the mainstream media picked up interesting stories from social media discussions.

An example provided during the forum was the “60-30-10 voting percentage” pattern, which had first gone viral on the Internet before it was reported in the mainstream media.

Despite the high participation of netizens in discussions, Sonido said that it was hard to determine how many of those involved in conversations were genuine and how many were actually paid for by the candidates.